How does big data affect "public opinion"

How does big data affect "public opinion"

With the rapid development of Internet technology, big data with large amount of information, diverse types, low value density, high speed and high timeliness has attracted more and more attention. The information storm brought by big data is changing our life, work and thinking. Needless to say, public opinion services are facing the challenge of big data while standardizing and integrating the industry.

In the era of big data, the "processing" of information is the foundation. Internet experts say that the volume of big data is huge, and the super-scale and growth of unstructured data account for 80% to 90% of the total data volume respectively, which is faster than the growth of structured data 10 to 50 times. From the perspective of public opinion products and services, it has become the basic requirement of public opinion work to concentrate massive information and resist "data explosion". Therefore, mastering the ability of data capture and public opinion interpretation and realizing the "value-added" of data through "processing" will be an essential skill for public opinion analysis in the future. At present, many public opinion service organizations in China don't even have special data management and analysis departments and professional analysis teams, and the ability of analysts to identify, extract and control information still needs to be improved. While making a big fuss about the breadth of information, we need a group of data practitioners with high learning ability, analytical ability and knowledge level to occupy the important town of public opinion service in the future.

In the era of big data, the interpretation of data is the key. Previously, the availability of data has been improved as never before. We can analyze more data, and sometimes we can even process all the data related to a special phenomenon to realize real big data mining and analysis. Massive, timely, dynamic and open data will help us improve the effectiveness and depth of analysis. At the same time, big data also has the characteristics of low value density and fast spread. Whether the data analysis mode is scientific or not will directly affect the quality of data analysis. The heterogeneity and diversity of big data require public opinion analysts to interpret some crisis events with high-quality data. Based on data analysis, it is the biggest variable of public opinion in the era of big data whether we can extract original and high-quality opinions, find public opinion products and services that better meet customer requirements behind the messy data, and make targeted adjustments and optimizations.

In the era of big data, the judgment of trends is the goal. The core and goal of big data is prediction. As for public opinion service, public opinion workers mine information from the massive data on the Internet, judge trends and improve efficiency. Although it has been widely used in practice, it is far from enough. Public opinion analysts should constantly strengthen the analysis and prediction of relevant public opinion information, expand the service focus from simply collecting effective data to in-depth judgment of public opinion and tracking relevant public opinion, which is no longer limited to crisis resolution, but also supplemented by decision-making reference, from focusing on "static collection" to focusing on "dynamic tracking" and from focusing on "reflecting problems" to focusing on "solving problems", so as to make public opinion products and services "higher, faster and faster"

In the era of big data, focusing on services is the direction. The interconnection of data has changed the "isolated island" state among database, application software and user interface system. Public opinion service institutions should establish the concept of public opinion, produce, analyze and interpret data, explore a way of information appreciation, provide differentiated services for users, and form a complete "public opinion closed loop" between the subject and boundary of public opinion service. On the basis of this understanding, public opinion service organizations need to grasp the important development direction of big data in the field of public management and corporate governance in the next few years: horizontally, extend the service subject to all fields of government, enterprises and society, and fully integrate the data assets of government and enterprises by building databases in related fields and public opinion basic databases; Vertically, the product content will be extended to all links including public opinion capture, early warning, decision-making and evaluation to help customers enrich and improve the decision-making reference system.

Great sensation, emphasizing the relevance of big data. It is the biggest public opinion change in the era of big data to develop and make good use of data resources and fully reflect the data processing and application requirements under the background of data explosion. At present, the environmental pressure of domestic economic and social transformation and development has increased, and structural sudden public opinion factors have increased in the social cycle. In particular, public opinion workers need to establish a forward-looking awareness, improve media literacy, strengthen the analysis and judgment of Internet "big data", obtain information, seize opportunities, and lay a good foundation for long-term development.