Research on the research on network public opinion supervision mechanism based on blockchain

Author:China Media Technology Time:2022.07.25

Abstract: The rapid development and application of Internet technology not only increases the speed of people's daily information, broaden the channels for people to obtain information, but also increase the speed of spreading online public opinion. And challenge. This article is based on the blockchain as the technical background. It is intended to combine the unique nature of the blockchain with the supervision and governance of public opinion. It is hoped to provide practical methods for online public opinion supervision and governance.

Keywords: blockchain; Internet technology; online public opinion; public opinion supervision; integration media

Doi: 10.19483/J.CNKI.11-4653/N.2022.06.002

The record format of this article: Zheng Jiayue, Wang Liang. Research on the research of network public opinion supervision mechanism based on blockchain [J]. China Media Technology, 2022 (06): 10-13.

Fund project: National Social Science Fund Project "Research on Self -Media Infringement Supervision and Copyright Guidance Mechanism based on the alliance blockchain" (item number: 21BXW037).

About the author: Zheng Jiayue (1997-), female, Beijing, master's degree, research direction: digital copyright; Wang Liang (1978-), male, Jilin Changchun, professor, research direction: digital copyright management, cross-media publication, mobile Internet application Essence

Author unit:

Beijing School of Printing and Press and Publication

With the rapid development of Internet technology, the way people obtain information have also changed. While receiving and publishing information, public opinion information is also generated with people's use. While Internet technology provides great convenience for people to obtain information, new technologies and complex network environments also bring new pressure and challenges to supervision and governance. In the media environment, the content of the Internet public opinion has spread faster and has a wider impact. It is related to major social events. If it is not properly guided in time, it may bring a lot of adverse social impacts. Blockchain technology has opened up new paths for the supervision and governance of the Internet. Among the many characteristics of the blockchain, the characteristics of not tampering, smart contracts, and traceability can provide effective help for the monitoring and identification of public opinion, and efficiently solve the efficient solution Blockchain public opinion supervision and governance issues.

my country's online public opinion dissemination status quo

In March 2021, a statement issued by the clothing brand H & M about "resisting Xinjiang cotton" caused a stir on the Internet, involving the Xinjiang cotton incident, and many popular popular brands, such as Nike, Adidas, etc., "Xinjiang cotton cotton, etc. "The entries appeared on the hot search list of major social platforms. This is caused by international non -governmental organizations named Better Cotton Initiative (BCI) named Swiss. After the incident, artists who have cooperated with the H & M brand have also been canceled one after another. Social platforms have successively set off a wave of "resisting H & M products" and "supporting Xinjiang cotton". As of 13:00 on March 25, 2021, Weibo "I support Xinjiang cotton" topics reached 1.44 billion, and the number of discussions was 5.916 million. It reached the second peak at 10:00 on the 25th.

For this incident, there are several different views on the Internet. On the one hand, the incident has inspired some netizens' patriotic enthusiasm, fully supports domestic brands, and expressed the idea of promoting the construction of domestic products. The video of "Fire Burning Nike Shoes", despite being confirmed to be rumors, still has a bad impact. Moreover, there are netizens who have attacked the brand's clothing involved in the brand's clothing, insulting brand clerks involved in the business, etc. Due to the influence of public opinion, netizens did these irrational behaviors, which not only affected the work and life of others, but also caused the other party to disturb the other party.

1.1 Definition of online public opinion

It can be seen through consulting the literature that at present, you can still consider the definition of the online public opinion. Some scholars believe that the Internet public opinion refers to the occurrence of a specific social event and society in a certain period of time in a certain time period. A concentrated expression of phenomena, emotions and attitudes held by social subjects. [1] Some scholars believe that online public opinion is a special reflection of public opinion on the Internet, and it is a concentrated reflection of the masses' issues of hot and difficult problems in the national economy, political, cultural, social development, and hot and difficult problems of the society. In summary, online public opinion refers to the public's views or opinions on social events in the network environment; online public opinion is also part of the public opinion, and it is a way for the public to convey their views.

Internet public opinion has the following characteristics: First, online public opinion is free. People will produce "deductible effects" when communicating on the Internet. Unlike people's daily face -to -face communication methods, communicationrs can be more true and frank on the Internet. Expressing self -point, so online public opinion can relatively objectively reflect the masses' ideas. However, at the same time, people are relatively lacking self -control and control because of communication on the Internet, and it is easy to become unscrupulous. Second, online public opinion is sudden. With the help of network channels, people's attention to a certain incident may be presented Explosive growth, such as Weibo hot search list, people express personal views through forwarding, comments and other methods. The speed of communication is extremely fast, difficult to control, and difficult to predict. In the same way, it breaks the constraints of time and space. People can comment and forward in different contents to make the incident quickly spread. The content of public opinion on social platforms can also interact. Different views; fourth, there are massive contents of online public opinion, which is also one of the reasons for artificial supervision. The cost and time benefits of manual supervision are not proportional; People's communication and online public opinion fermentation, online public opinion lacks theoretical content support to get rid of the incident itself and cause deviations; sixth, the form of public opinion is complex and diverse. With the continuous development and innovation of network technology, the main body and transmission carrier of online public opinion have become Diverse, from the original text to pictures, videos, etc., it increases the difficulty of supervision. [2] 1.2 The emergence and dissemination of online public opinion

With the continuous development of Internet technology, the carrier of public opinion has also changed from traditional media to new media platforms relying on Internet technology. ", As of December 2021, the scale of netizens in my country reached 1.032 billion, an increase of 42.96 million from December 2020, and the Internet penetration rate reached 73.0%. The addition of a large number of netizens and the growth rate of Internet penetration have provided necessary conditions for the emergence and communication of online public opinion.

The development of information technology has also caused huge changes in the spread of online public opinion. In addition to some emerging Internet companies and media platforms, some traditional media have also opened up the new media business model based on ensuring their own operations. Essence The acceleration of the rhythm of life has led to the formation of fragmented reading habits, and the fragmented reading habits make netizens compared with the truth of the matter, and given priority to their spiritual understanding, resulting in the dissemination of the incident content and the loss of authenticity and reliability. Because there is no threshold restrictions on the network, there is a certain degree of difference in the cultural level and quality cultivation of netizens. Some netizens cannot conduct relatively objective evaluation and rational screening on the contents of the receiving information. Then publish and forward personal views to form unreal information content that is deviated with real events. [3]

In addition, some new media and self -media such as non -official media have gained headline reading traffic in order to win the opportunity to release content, ignoring the authenticity of the incident content, leading to some unreasonable content release. The official account requires layer approval to release the content of the real events, so it is lagging. Therefore, the release of news information such as the personal number and non -official number is also an important part of the public opinion governance of the Internet.

1.3 At present, the main form of public opinion in my country's supervision network

According to the survey, the Chinese government currently has the following forms in the supervision of online public opinion. First of all, actively responded that after the emergence of online public opinion, the government and other relevant departments actively responded to public opinion news, and issued official descriptions or announcements of related events in time. Posted the real information of the incident to the netizens to block people's trust and dissemination of unrealistic news; second, timely release of authoritative news, the government publishes authoritative content through timely convening press conferences according to the incident, dynamically promotes the development of the incident, reduce negative negatives Public opinion content spreads; third, strengthen daily public opinion management, develop public opinion monitoring system, set up public opinion supervision related working groups, and timely discover timely treatment to reduce the harm caused by negative public opinion. [4]

Difficulties in public opinion supervision in my country

2.1 Online public opinion spreads fast, and the supervision environment is complicated

Public opinion spreads fast, and the advent of the Internet era provides people with convenient ways to obtain information, but this is a double -edged sword. In addition, the anonymous protection technology of the network will allow users to produce "deductive effects" during the communication process of using the network platform, and get rid of the shackles that have to be communicated in the real world. The virtual environment gives people a space for people to release work pressure and life pressure, and people's communication on the Internet will become more frank. However, the communication in the virtual environment makes people easier, while some remarks are also inclined to subjective expression rather than objective facts. The lack of verification and self -supervision of factual evidence has brought difficulty to public opinion supervision. Some of the false, unconfirmed information content, or publishing some offensive remarks on the Internet for profitable marketing numbers and other unofficial accounts on the Internet, or publish some offensive remarks, mislead the public, trigger online storms, etc., which brings to the society. positive effect. The marketing number and personal number industry have low entry thresholds. The cultural level of netizens on the Internet is not limited and personal quality cultivation. Compared with profit accounts such as marketing numbers and personal accounts, it is more difficult to meet the unified standards and difficult to supervise. 2.2 Internet public opinion is difficult to trace the source and affects greatly

At present, my country's social consumption structure and interest relationships are constantly changing. Some of the negative, negative, and irrational emotions generated by the generated on the Internet were venomable, and these remarks continued to impact the online public opinion environment. The popularity of network technology has allowed people to rely on the Internet to obtain information. The widespread application of social platforms such as Weibo and WeChat has become an important channel for people to receive real -time information and vent their emotions. However, the freedom of publishing information content on the Internet also allows some netizens with bad ideas to use this vulnerability to incite the masses, spread rumors, etc. Some netizens can easily lose their ability to think about rational thinking when using social platforms, which is touched by rumors. , Caused a bad social impact. [5] At present, the speed of public opinion is fast, and the complexity of the environment has caused difficulty to trace the root cause of public opinion. Once public opinion occurs, it is difficult to find the start account in time.

2.3 Internet users follow the opinion leaders, and it is difficult to distinguish right from wrong

Thanks to the Internet environment, people get fast information, relative, and the speed of public opinion fermentation is fast. Some netizens will appear in the process of Internet dissemination. They have strong information acquisition ability and social platform expression ability. It will also trigger "silent spiral". When people discover that the content of personal opinions is approved or recognized, they will actively join. On the contrary, it is not the same. It is difficult to find those who have the first to publish negative public opinion. Other netizens obtain information through the content of the leaders of opinion leaders, forming a phenomenon of dependence and imitation. It can be seen that the existence of the opinion leader has a certain impact on the fermentation of public opinion. The popularity of Internet technology has enriched the constituent of netizens. Not only young people, but more and more elderly people and minors have joined the team of netizens, but for the accuracy of information, the information content released by the official media released Because it is necessary to check the level, there is a possibility of lagging behind. Some profitable marketing numbers and unofficial personal accounts may publish unsatisfactory information or fabricated content in advance. Use the title party and other forms to attract users to click to read. When receiving this information, users cannot judge the authenticity of the incident, especially the elderly and minors may spread to others after the subjective thinking judgment, resulting in the dissemination of unreasonable online public opinion.

Breakthroughs in the difficulty of blockchain technology in online public opinion supervision and governance

Blockchain technology, as a new type of technical means, mainly has the following characteristics, namely decentralization, openness, anonymity, non -tampering, independence, etc. The blockchain has brought new turning points to the industry's operating model, and it also brings more possibilities for the supervision and governance of Internet public opinion.

3.1 Blockchain Technology Network Public Opinion Supervision advantage

The most significant advantage of blockchain as a new type of technology is that its most significant advantage is that it cannot be tampered with. The decentralized form provided by the blockchain can help investigate the content records of different accounts at any time, and the content cannot be tampered with. Cutting and modifying also ensure the true and reliable information, eliminating the behavior that once published bad speech intentions tampered with the information content that was published and avoided punishment. In the blockchain, information traceability, information content assessment and multi -node content verification can be combined to form a reliable regulatory mechanism. The blockchain can also be combined with technologies such as big data and cloud computing to efficiently divide the information category, form a keyword and similar content screening mechanism, and conduct comprehensive public opinion traceability and public opinion analysis, improve classification and identification efficiency, and reduce costs.

3.2 Application of Blockchain Technology in Public Opinion Supervision and Governance

3.2.1 Blockchain public opinion monitoring

Public opinion monitoring generally refers to a series of tasks such as capturing, classifying, and identifying intelligent processing of the Internet through technical means. By monitoring public opinion, massive information can be classified according to different information categories to achieve the purpose of information tracking. The decentralization of the blockchain itself can achieve the purpose of public opinion monitoring well. After tracing and processing the information, the traditional public opinion monitoring will produce analysis results such as chart reports to comprehensively understand the thinking trends of society and the masses, guide society to correct public opinion orientation, and provide certain data support and analysis basis. Public opinion monitoring will also encounter many problems, such as incomplete collection of public opinion collection, discovery of public opinion discovery, inaccurate analysis of public opinion, and inconvenient information use. Therefore, the current needs of public opinion monitoring can be divided into the following four points: comprehensive information, real -time supervision, accurate analysis, and convenient use of information. The distributed decentralized structure of the blockchain can achieve comprehensive collection of information. The content of the information stored in the blockchain cannot be tampered with, which guarantees the authenticity and reliability of the information and data. On the other hand The advantages of the financial industry pay attention to the transaction information on the chain as a monitoring content. [6] 3.2.2 Blockchain public opinion risk warning

The emergence of blockchain technology can help predict public opinion risks and break through management bottlenecks. Although traditional public opinion management methods can cope with some risks and predictable threats, the network environment is full of uncertainty. Excessive, too difficult, uncertainty and high risk. The purpose of public opinion risk management is to discover potential public opinion risks in a timely manner, choose the way to respond to the risk of public opinion, and try to reduce the risk of public opinion to the controlled or acceptable range. [8] The elements of network public opinion risk management based on blockchain mainly include technical capabilities, information governance perception, and personal individuals. At the level of technical capabilities, the social network public opinion risk management platform uses blockchain technology to form a new media communication medium to support users to produce, consume, transmit and decompose public opinion information. [7] In addition, blockchain technology can also provide intelligent contracts and consensus mechanisms for the main body of public opinion supervision. Information can be traceable and cannot be tampered with, ensuring the authenticity of the information, and transmission and confirmation under the conditions of information with the trust mechanism.

Figure 1 is the interception flowchart before the release of public opinion information. Starting from information submission as the point, information increases intelligent identification and screening systems, including the recognition of pictures and audio and video content. Instant pictures, pinyin or videos that appear on social networks cannot be recognized by systematic recognition. Use blockchain technology to add random quotes in each link of the content release, and stamp the timestamp before the content release, so that the follow -up public opinion survey can trace the source. This process can also be partially used as a risk early warning and processing mechanism for public opinion. After identifying and classifying information, the information content is classified, and a personalized response solution and response mechanism are formulated for different information content. Add random numbers in this link to trace the source and cannot be tampered with, in order to cope with the adverse social impact caused by public opinion content, shorten the processing process of the reaction mechanism, and efficiently respond to public opinion incidents.

3.3 Breakthrough in the method of regulatory governance in blockchain technology

3.3.1 Enhance the accuracy of public opinion supervision and early warning mechanism

The blockchain has the principles of decentralization and openness. It can stamp the timestamp for it before the information release. Each stage of the whole process of the information dissemination is left with a mark, which is convenient for traceability and problem search. Public opinion control phenomenon. With the support of blockchain technology, the main body of public opinion supervision can track the targets of public opinion in real time, comprehensively grasp the trajectory and communication methods of public opinion, and understand the public opinion and public opinion through public opinion communication paths and communication content. The degree and other factors can better understand the changes and dissemination laws of public opinion, obtain experience from it, and prepare for subsequent public opinion warning and emergency filing. With the help of blockchain technology, the main body of public opinion supervision can dynamically capture the emergence of public opinion and the changes in public opinion more accurate and faster, and can timely recover information deviations and correct the accuracy of event information.

3.3.2 Improve the effectiveness of public opinion guidance of social networks

The Internet environment is changing rapidly, and people's online application scenarios are more diverse. Public opinion guidance work is facing new challenges. Therefore, in order to prevent the adverse social impact caused by the rapid spread of public opinion, the guidance of public opinion has become particularly important. With the help of blockchain technology, you can follow all the processes from the production to the release to the dissemination. Publisher, investigating his experience and background, understanding the reasons for public opinion release. For different personnel, different means based on their background survey information for public opinion guidance. It is also necessary to formulate a customized and intelligent guidance scheme to strengthen the infectious and intelligent guidance scheme through the user label, and lay a solid foundation for the infectious and intelligent guidance scheme through the user label to strengthen the infectious power of mainstream ideas.

3.3.3 Improve the efficiency of the public opinion processing mechanism

The rapid development of Internet technology, the popularity of network use has led to the geometric growth of the generation and spread of information. The characteristics of blockchain technology distributed information, non -tampering, traceability and other characteristics can help public opinion supervision subjects clearly and detailedly to clearly and detailed nodes and specific content of public opinion. Find the source of information, use the distributed features of the blockchain to communicate the point -to -point communication, solve the problems brought by the online public opinion faster, improve the efficiency of public opinion problems, and reduce the harm of the continuous fermentation of public opinion in the network environment. 04

Conclusion

Public opinion supervision and governance are still in the development stage, and online public opinion is also a way of expression of public opinion. Therefore, more treatment methods for online public opinion are still guiding. Properly combine new technologies to improve the efficiency of public opinion supervision, and to respond to different online public opinion in a timely and efficient manner. In terms of public opinion supervision, blockchain technology should pay more attention to the precise judgment of public opinion content, and solve weak links such as similar words, synonyms, and homophonic words. Based on the advantages of its distribution and non -tampering, the blockchain will lay a solid foundation for subsequent public opinion supervision causes, improve the accuracy of online public opinion resolution, break through the difficulty of traditional public opinion supervision, and implement timely and effective management and control measures for online public opinion. The network provides a healthy development space.

//references

[1] Zhu Fujin, Wang Xiao. Blockchain technology in the field of online public opinion [J]. Young reporter, 2021 (4): 81-82.

[2] Chen Xu. Exploring the online public opinion management method based on the knowledge map [J]. Industry and Technology Forum, 2022 (2): 263-264.

[3] Dong Yuanyuan, Zhao Guangyu. In the post-truth era Blockchain reshaped the real path of news [J]. Contemporary communication, 2020 (5): 68-70+81.

[4] Li Xiaoxing.

[5] Wang Lichen, Xin Shuang, Li Yan. The ideological tracking management research in the field of public opinion in the public opinion [J]. Journal of Liaoning University of Technology (Social Science Edition), 2021 (6): 8-10.

[6] Zeng Jing, Liu Dashang, Sun Shifeng. In the design of blockchain public opinion monitoring and real-time early warning mechanism design [J]. Smart China, 2021 (1): 74-76.

[7] Zhou Hanjie, Wang Gang. Social network-based social network public opinion risk management constraints and relief [J]. Intelligence science, 2021 (12): 118-125.

[8] The application research of Guo Sulin, Huang Wei, Li Ji. Blockchain technology in the online public opinion risk management system [J]. Books and intelligence work, 2020 (9): 19-26.

- END -