Volume 4,Issue 6
预制菜事件中公众认知的建构及其情感倾向研究
基于社交媒体中预制菜舆论事件的案例分析，通过对短视频平台135,476条评论数据进行LDA 主题建模、情感分析与语义网络分析，系统探讨公众对预制菜的认知建构与情感倾向特征。研究发现，公众通过“技术质疑— 品质批判— 经济权衡— 服务感知— 品牌博弈”五类话语实践形成多维认知框架，其中品质安全（如“新鲜”争议）与价格合理性为核心焦点。情感分布以中性为主（81.6%），负面情感（9.9%）多呈现简短批判，正面情感（8.6%）则以长文本理性辩护为主。语义网络进一步揭示，公众信任危机从产品功能质疑转向品牌诚信维度，凸显预制菜行业中透明度缺失与健康话语冲突对信任的结构性冲击。本研究为理解新媒体环境下食品技术接受度的“认知— 情感— 行动”联动机制提供实证依据。
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