Pictures and Texts丨Future Editorial Department · Trendy Students Cai Yixi Wu Qiqi Wang Yulin Chen Jinmeng Wang Wanyang Instructor丨Bai Jing Editor丨Wang Wanyang Operation丨Sun Jiya "Double Eleven" has just passed, it is necessary...

pictures and texts丨Future Editorial Department · Trendy students

Cai Yixi Wu Qiqi

Wang Yulin Chen Jinmeng Wang Wanyang

Instructor丨 Bai Net

editor丨 Wang Wanyang

operation丨Sun Jiya

"Double Eleven" has just passed. If we want to talk about the memorable points of this year's shopping carnival, I am afraid I have to mention the public opinion storm caused by Yang Li's endorsement for JD.com.

In mid-October, JD.com caused heated discussions among netizens when it invited Yang Li to participate in the Double Eleven marketing event. Later, JD.com issued an apology statement and made it clear that it would no longer cooperate with Yang Li. However, this statement not only failed to calm public opinion, but instead set off a new round of public opinion storm.

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Now, nearly a month has passed since this incident, and the public opinion field has returned to calm. When the hot topic becomes the freezing point, the new trend can get a clearer glimpse of the whole public opinion field.

What is the public opinion field talking about

In order to find the core focus of the public opinion field, Xinchao captured WeChat public account articles involving the word "Yang Li" from October 3 to 25, a total of 3,073 articles, of which the reading volume exceeded There are 83 articles in total for 10,000. Xinchao conducted word frequency analysis on the texts of these 83 articles.

Among nouns, "female" and "male" appear in the leading frequency, and "gender" also ranks fourth. It can be seen that in this incident, the bullseye of public opinion mainly focused on the gender issues behind Yang Li and . The frequency of occurrence of the words "Puxin" and "Ordinary" has also entered the top ten. It is not difficult to see that even though the classic "Puxin Man" joke has been around for 4 years, most media will still focus on that paragraph when mentioning Yang Li. Talk show jokes are written to stimulate men's desire to speak out.

In addition, with the popularity of another talk show actor Fu Hang, many articles compared Yang Li with Fu Hang. Among the articles written by Yang Li, the word "Fu Hang" appeared 107 times, ranking tenth. The reason why the two are compared is mainly because they both mentioned "ordinary" in their jokes, but their interpretations of "ordinary" are very different: Fu Hang conveyed the overall situation of "ordinary people are loved by others" in his classic jokes. This view has inspired many ordinary people who are similar to him, but Yang Li's "common man" joke seems extremely offensive to some people, triggering group stress.

Among the top five high-frequency verbs, the trendy discovery is that The four words "offend", "boycott", "ridicule" and "antagonism" still revolve around the hot memes of "Puxin Man" - Yang Li "teased" Pu Xinnan, "offended" the male group and created "antagonism" between men and women ", thus triggering the group's "boycott" of its JD endorsement. The frequency of "offensive" appearing so high may indicate that most speakers agree that Yang Li's jokes are "offensive" to the male community. The focus of the public debate should be: whether the "offensive" of should be controlled within " Is it within the scope of "ridicule", or has it reached the point of provoking "antagonism"?

Who is dominating the public opinion field

In this public opinion storm, Xinchao paid special attention to the 11 tweets with a reading volume of 100,000+ (hereinafter referred to as 100,000+), focusing on them in terms of media positioning, titles, high-frequency words, emotional tendencies, etc. analyze.

In terms of media positioning, Xinchao found that among the 5.1 million+ tweets of html, only one article was from the traditional media account , namely "Yang Li came to the table, who did he offend" published by "Nanfeng Window", and the remaining 10 articles were all from Posted by a self-media account.

The article of "Nanfeng Chuang" pays more attention to the background of the Yang Li incident. Through the presentation of a series of facts, it reflects on the gender bias and power imbalance that exists in the consumer market, and explores the social culture behind gender opposition in a more objective language. factors, providing readers with a comprehensive and in-depth perspective.

Compared with traditional media articles, self-media tends to use emotionally charged words to stimulate public emotions, thereby achieving the purpose of attracting traffic. For example, when describing Yang Li's endorsement, some self-media articles used words such as "overturn" and "embarrassment" to describe the image crisis of JD.com's brand, reflecting a strong stance and emotional orientation. Although such a communication strategy can attract a lot of attention in the short term, it can also easily lead to one-sided and emotional information, thus affecting the public's comprehensive understanding and rational judgment of the event.

Judging from the titles, keywords such as "JD.com", "Yang Li", "male", "endorsement" and "apology" frequently appear in the titles of more than 100,000 articles. These words summarize the core issue of the incident - that is, Yang Li The controversy surrounding JD.com’s endorsement and its impact on gender and brand endorsements. It is worth noting that none of these titles directly reflect attitudes towards Yang Li or JD.com.

In order to further reveal the focus of public discussion, Xinchao segmented the content of 100,000+ self-media public account articles and screened out words with a word frequency of more than 10. visually displayed the focus of public discussion and high-frequency words through word cloud diagrams.

In the word cloud chart, words such as "male", "female" and "gender" still appear frequently. Similar to the article with 10,000+ views, the 100,000+ article that dominates the public opinion field still uses gender issues as an important entry point when analyzing the Yang Li incident.

However, Xinchao also sees the difference between the 100,000+ articles: : On the one hand, these articles frequently use the first person "self" and "we". Behind this should be conscious self-reflection and examination of the entire public opinion field; On the other hand, the word "talk show" appears very frequently.

After organizing the text content, removing invalid characters, and word segmentation, Xinchao uses machine learning algorithms to realize automated analysis of the emotional tendencies of different articles. Among the 83 articles with more than 10,000 reads, 83% have neutral emotional tendencies, 16% have negative emotional tendencies, and only 1 article has positive emotional tendencies. Among the 11 articles with a reading volume of more than 100,000, 9 articles have a neutral emotional tendency, and the remaining 2 articles have a negative emotional tendency.

In the era of online media, every read, like, and retweet is a cloud statement of the reader’s thoughts, which to a certain extent represents the reader’s value orientation towards public events. In this public opinion incident, articles judged to have neutral emotional tendencies received the most attention, followed by articles with negative emotional tendencies.

Most of the articles that have received widespread attention have escaped from the incident itself. While maintaining the depth of the article, they started from a relatively neutral third perspective and participated in the discussion as an event analyst, such as "Looking at Ideals" and "South Wind Window" The articles have received more than 10,000 likes.

Although many netizens intuitively feel that the discussion of the Yang Li incident is a fierce "war of words", when the new trend breaks out of the information cocoon, from Looking at the public opinion field from a broader perspective, it is not difficult to find that there are many voices analyzing the Yang Li incident with a neutral attitude, and attacks and abuse are just the tip of the iceberg.

After excluding the data indicator of reading volume, the number of likes, comments, reposts, and views of articles with different emotional tendencies are more significantly displayed. Although articles with a negative emotional orientation have received more reads, triggered heated discussions among netizens, the two data indicators of likes and retweets are far inferior to articles with a neutral emotional orientation, the public also Through "reading", the spread of articles with neutral emotional tendencies has once again been expanded.

Special existence in the field of public opinion

Through data analysis, Xinchao sees the common characteristics of high-traffic articles. But there are exceptions - the article "Continue to support Yang Li, support female talk shows, and make trendy choices" published on October 24 by the female self-media blogger "Luo Serenity" had a huge impact on this public opinion storm . As of October 25, although this article has less than 100,000 reads, ranking 17th among all articles, the number of likes, comments, and views are all among the top five, surpassing most articles with 100,000+ views.

is different from other highly liked articles. The title of this article is not a factual statement or a question, but a clear-cut opinion. The content of the article is also very sharp. From "Liu Qiangdong is suspected of rape " to "Yang Li was ridiculed by the crowd for posting a selfie", the author pointed out that society is much more tolerant of men than women, and listed the social pressure that women bear. Calling on women to defend their right to speak "with more patience, more courage, and more solidarity." The appeal at the end of the article is powerful, but expressions such as "It feels like there are more men with broken defenses" and "This is the story of baby boys" seem to be unhelpful to the goal pursued by the author. Instead, they tend to immerse readers in emotional expressions. , ignoring sober discussion.

As of November 11, 2,964 comments, 7,756 forwards, and 9,784 likes. Behind the traffic data of this article is the desire and courage of women to express themselves. Putting aside the extreme remarks in the article, the author's observation of the plight of women is delicate and specific. If not all women, at least a considerable number of women can find their own shadow in Luo's serious expression.

If you only see the sharp gender views and ignore the author’s deep understanding and sincere encouragement of the female community, you will not be able to understand the real reason why the article became popular.

The article was first published on the WeChat public account "Xinchao". The original title was "data丨 Yang Li controversy, what are everyone talking about? 》.

This article is the practical work of students from the "wechina Micro China" project of the School of Journalism and Communication of Nanjing University and the first-class course of the Future Editorial Department.

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