Characteristics and Governance of Internet Public Opinion of Sports Events in the New Ecological Environment of Communication—A Dual Perspective Based on Network Structural Analysis and Sentiment Analysis

The new ecological environment of communication not only enhances the influence of sports events, but also strengthens the complexity and uncontrollability of internet public opinion of sports events, resulting in the dilemma of public opinion governance. By drawing on the experience of internet public opinion research in journalism and communication field, this paper proposes to understand the evolution characteristics of internet public opinion of sports events from the dual perspectives of structural analysis and sentiment analysis. Based on the case of ”Chinese Women's Volleyball Team Winning the Championship of the Women's Volleyball World Cup 2019”, it is found that: The evolution of network public opinion of sports events is the result of the interaction between network structure and sentiment expression. Therefore, this paper puts forward the new concept of sports events internet public opinion governance in the new ecological environment of communication. That is, based on the dual dimensions of structure and sentiment, making good use of the central node, supervising the sentiment of the sports events, and using the multi-interaction among government, platform and society, so as to build a dynamic equilibrium internet public opinion ecology.