Objectives and Strategies of Online Public Opinion Analysis on Quality and Safety of Agricultural Products

Chen LIU

Railway Police College, Zhengzhou 450000, China

Abstract Agriculture is the foundation of the national economic development and is the basic production and living of human society. In recent years, the development of Internet technology provides information sharing platform for people, and more and more people begin to pay close attention to the dynamic of agricultural production and related industries, especially the quality and safety of agricultural products, much attention has been paid to safety issues. In view of its importance and closeness to the daily life of the public, it is necessary to pay great attention to the mass public opinions on the quality and safety of agricultural products, find out the crux of the problem through scientific research and judgment, and respond to the public questions in a timely manner. In this way, the value of relevant public opinion information can be utilized to provide an important basis for relevant departments to make correct decisions.

Key words Agricultural products quality and safety, Public opinion, Overall objectives, Method objectives, Study strategy

1 Introduction

The online public opinions about the quality and safety problems of agricultural products may cause a great uproar at the social level through interactive diffusion, and the relevant negative public opinions seriously damage the reputation of the production department and the regulatory department. If not timely analyzed and dealt with, it will lead to the loss of their credibility, and even affect the stability of the whole society. Therefore, functional departments should always keep a clear understanding of such public opinions. They should not only track public opinions, but also should be good at comparing, summarizing, and identifying them[1].Through analysis, they should make a comprehensive judgment, grasp the most authentic and deepest contradictions reflected in public opinions information, and avoid making mistakes in the follow-up work.

2 Overall objectives of online public opinion analysis on quality and safety of agricultural products

2.1 Promptly finding quality and safety problems of agricultural productsThe analysis process of public opinion is a comprehensive and rigorous logical thinking process, and it is the re-creation and sublimation of public opinions. Through analysis and judgment, various quality and safety problems in the agricultural production process can be found in time and re-examined by the public. Of course, in the chain of agricultural science and technology constantly updated, the industrial economy under the background of vigorous development, the emergence of some quality and safety problems is inevitable, but it should not become an excuse, relevant public opinions should cause enough attention, must not let any bad symptom, patient response, analysis process also left corner and must not be blank. It should be said that the analysis of relevant public opinions on the quality and safety of agricultural products is also a process of timely finding out the quality and safety problems and then solving the problems. Taking this as the goal, through fully grasping the guidance of relevant public opinions, targeted measures should be taken to reduce the quality and safety risks of agricultural products.

2.2 Improving decision-making quality of relevant departmentsModern society has entered into an information society represented by new media. Any scientific decision must be made on the basis of information research and judgment. Thus, relevant departments must change the traditional decision-making mode and examine problems from an overall, forward-looking and dynamic perspective. In essence, public opinion research and judgment are a series of integration processes of information collection, analysis and utilization, aiming to improve the quality of decision-making and make decision-making more scientific and democratic by mining information value. This requires relevant departments to respect and attach importance to the public’s right to express opinions, make a comprehensive judgment of quality and safety problems reported by the public, and promptly correct the problems, and respond to the quality and safety problems that do not exist in a timely manner, and never shut up or implement decisions based on subjective assumptions. Once it is separated from the supervision of the public at the decision-making level, it is useless to make decisions, and it is impossible to obtain the understanding and support of the public. And the repeated implementation of ineffective decisions is bound to cause a waste of resources, for agricultural production itself is also a kind of internal consumption. Therefore, the scientific analysis of such public opinions will facilitate the relevant departments to fully grasp the quality and safety issues, so as to improve the quality of decision-making.

3 Methods objectives of online public opinion analysis on quality and safety of agricultural products

Public opinion research and judgment is a difficult, oriented and technical comprehensive work, and the analysis process must pay attention to scientific methods, so as to avoid the wrong road and detour. The objective of the method provides certain guarantee and basis for the technical or technical aspects of the research and judgment process. Under the guidance of the objective of the method, the analysis process will become clearer and smoother, so as to ensure more accurate results.

3.1 Grasping details and perceiving risksMany major quality and safety problems of agricultural products are caused by the negligence of work details in actual production. The study and judgment of relevant public opinions should also start from these details, and new situations, problems and hot spots can be found by grasping the details, thus laying a solid foundation for effective guidance. In order to grasp the details, we must have a comprehensive grasp of the production process, conduct frequent in-depth investigations, understand various work processes, and promptly summarize the phenomenon of functional vacancy and abnormal operation in production. Firstly, the public opinion information from various sources can be compared and verified, so as to find the common characteristics among the information and conduct preliminary filtering. Secondly, it is necessary to pay attention to the communication process of relevant public opinions, such as the earliest occurrence point of public opinions, whether the disseminator has propensity characteristics, diffusion speed,etc. Finally, the results and propagation process are comprehensively compared, and the observable signs are collected and summarized.

By paying attention to details, we can also judge more effectively whether public opinions will bring risks and the degree of risks. Most of the quality and safety problems of agricultural products are caused by substandard production process and weak supervision, such as excessive heavy metals, pesticide residues, environmental pollution in the production area, production and sale of fake products,etc., and some are also caused by doubts about new agricultural products, such as genetically modified crops. The sensitivity of these public opinions is high, and the degree of public opinion risk is often high. However, malicious attacks and hype by some people with ulterior motives cannot be excluded. Therefore, it is necessary to carefully identify and promptly voice relevant public opinions, maintain a sensitive sense of smell, and constantly enhance the perception of risks, so as to make an accurate judgment.

3.2 Dialyzing the essence and gaining insight into changesIf the phenomenon is consistent with the essence of things, it reflects the truth; if it is inconsistent with the objective fact, it is false appearance. Public opinion analysis is to discover the essence of the phenomenon and find out the reasons behind the phenomenon, so as to take countermeasures and give a satisfactory answer to the public. But to dialyze nature is never easy, it requires strong observation and judgment, such as questions about agricultural products quality standard often become the subject of public debate, functional departments nagging and public cynicism also tend to form bright contrast, investigate its reason is limited to public opinion analysis discussion to the real problem, the practical is obviously neglected for a long time due to the public opinion atmosphere for self-protection.

Digging into the essence itself is also a process of insight into changes. The development process of public opinions often presents anomalies and changes, such as the emergence of "false public opinions" and the turning point of public opinions events. It should be said that the analysis of "differences" usually includes the analysis of public opinion hype, rumors,etc. The analysis of "changes" includes the analysis of new trends of public opinion and psychological fluctuations of netizens. In the analysis of variance, the analysis content can be further refined after the first-level analysis framework is constructed. As for the "variance", the reason for the hype of public opinion comes from the sensitivity of public opinion content on the one hand, and the motivation of netizens and media on the other hand. As for "change", there are numerous links between various changes. For example, the inflection point in the development of public opinion events is usually caused by the psychological fluctuation of the public or other factors, and the boundaries are sometimes difficult to clearly define. At this time, timely follow-up analysis is needed to come up with effective countermeasures.

3.3 Grasping time nodes and analyzing resource dynamics

In the process of public opinion occurrence, fermentation and extinction, there will always be some key time nodes, which are often related to the nature of public opinion events. Generally speaking, the higher the sensitivity of the topic related to the quality and safety of agricultural products, the longer the continuous fermentation time of public opinions will be and the wider the propagation scope will be. At this time, the development cycle can be predicted, the key time nodes in this process can be grasped, then targeted countermeasures can be taken. In addition, it is necessary to promptly pay attention to the intervention of important factors in the development process of public opinion, and include it into the category of important time nodes. For example, the intervention of opinion leaders will often promote the rapid fermentation of public opinion, which is also an important inflection point for the change of public opinion intensity, so it is necessary to make timely response in advance. If the critical time node is neglected, the whole process of research and judgment will be lack of hierarchy, and the goal of research and judgment will become vague, resulting in slow decision-making and even loss of value.

In addition to grasping the key time nodes, it is also necessary to carefully analyze the resource dynamics in the whole public opinion development process. For example, which internal and external resources can be used to deal with such public opinions, and which resources can be effectively integrated to play a greater role. In terms of the dynamic analysis of internal resources, the setting of functional departments for public opinion analysis and the level of horizontal communication, the professional ability of practitioners, and the maturity of public opinion research and judgment plan need to be emphatically analyzed. The dynamic analysis of external resources mainly focuses on how to obtain more external support, such as the government, media, opinion leaders, professional public opinion monitoring and research and judgment institutions,etc.

4 Research and judgment strategy for the quality of agricultural products safety online public opinion

The continuous development of the Internet has caused rapid changes in the public opinion environment, and how to effectively deal with the relevant public opinion caused by the quality and safety of agricultural products in the complex Internet environment has become an urgent issue to be discussed. There is no doubt that research and judgment, as the core link of public opinion response, is the key to success.

4.1 Building a dynamic response process of public opinion monitoring, analysis and early warningPublic opinion events tend to be sudden and uncontrollable. Only when the public opinion monitoring and early warning mechanism is established can the public opinion dynamics be grasped and the problems be prevented. Therefore, a dynamic response process integrating public opinion monitoring, research and judgment and early warning should be established by analyzing big data and using database. First of all, the real-time performance of public opinion monitoring should be improved. Relevant agricultural functional departments should independently or take the lead to establish a public opinion monitoring platform in the form of cooperation. Meanwhile, a professional team of public opinion monitoring and evaluation should be cultivated, and the software for public opinion monitoring and database construction should be developed to grasp the development trend of such public opinions in real time. Secondly, the effectiveness of public opinion early warning should be enhanced. With the help of new media resources, joint efforts should be formed to strengthen information disclosure, and timely response should be made through analysis to guide public opinion. At the same time, it is recommended to give full play to the auxiliary role of the database, dig out the risk source of such public opinions, improve the accuracy of the prediction of public opinions trend through monitoring and early warning, find problems as early as possible, and effectively resolve the crisis[2].

4.2 Establishing professional teams and improving the research and judgment mechanismLocal agricultural departments should try to set up a public opinion research and judgment team together with professional public opinion analysis institutions, strengthen technical exchanges, and actively invite experts to analyze the key issues concerning the quality and safety of agricultural products, so as to make the public opinion research and judgment work more efficient and efficient. In addition, various mechanisms for public opinion research and judgment need to be improved to ensure the smooth implementation of the research and judgment work. Firstly, the linkage mechanism is constantly improved for the public opinion research and judgment process. Huge data resources such as the government, media and professional research institutions are used to give full play to the advantages of information resources combined with the communication characteristics of such public opinions. Besides, it is recommended to strengthen the internal functional departments of horizontal communication, brainstorming, fully ensure the correctness and feasibility of the analysis results. Secondly, it is required to attache great importance to the establishment of information feedback mechanism and adopts the dynamic analysis process to timely summarize the new situations and problems discovered. On the basis of linkage, the research and judgment results will be fed back to the production department and relevant personnel in the first time to ensure the actual effectiveness of the research and judgment to the maximum extent.

4.3 Improving response ability and avoiding public opinion risksOnce relevant public opinion events break out, functional departments must pay enough attention, conduct timely research and judgment, and accurately evaluate the degree of public opinion risk through research and judgment. Especially in the early stage of public opinion occurrence, it is not allowed to judge whether public opinion risk will be expanded based on subjective experience, and some functional departments often take it lightly and miss the best time for public opinion response. Generally speaking, public opinion risks caused by the quality and safety of agricultural products include risks of internalization and marginalization[3].The functional departments of risks of internalization can take countermeasures in advance through investigation, but it is difficult to predict and effectively intervene the risks of marginalization in advance. Therefore, functional departments should improve their own response ability and make plans as early as possible to effectively deal with relevant public opinions before they are widely disseminated.

4.4 Online and offline integration to achieve multivariate analysisThe Internet is a mirror, and the online public opinion is the reflection of real problems on the Internet. The research and judgment of public opinion should be comprehensively analyzed in combination with the phenomena on the Internet and the substantive problems off the Internet. In addition, the real-time public opinion environment should be fully considered to realize the online and offline multiple research and judgment mode. It should be said that the online response is mainly based on solving the actual offline problems. For example, the quality of agricultural products does have hidden dangers, and the sincere attitude is just a temporary emotional diversion, and the problem should be fundamentally solved. However, offline problems are often reflected online and become the epitome of real problems. Only by combining online and offline activities and comprehensive analysis can a good situation of multiple governance be formed. In recent years, judging from the process of public opinions on the quality and safety of ag-

ricultural products, the agricultural department should also pay more and more attention to the comprehensive consideration of online and offline. In reality, it is necessary to constantly promote the benign development of agricultural economy, strive to fundamentally reduce the quality and safety hidden dangers of agricultural products, and strive to create a good public opinion environment in the whole society.