In the rapidly evolving digital landscape, managing public opinion during agricultural emergencies has become a complex challenge. A recent study published in *Nongye tushu qingbao xuebao* sheds light on how emotional factors influence online public opinion related to agricultural crises, offering insights that could reshape how the agriculture sector handles communication during emergencies.
The research, led by HAO Yali and colleagues from the School of Public Management at Tianjin University of Commerce and the School of Government Management at East China University of Political Science and Law, analyzed 31 cases of agricultural-related public opinion events from January 2021 to June 2025. The study focused on the Weibo platform, using sentiment analysis and fuzzy-set qualitative comparative analysis (fsQCA) to understand the emotional dynamics at play.
“Public opinion in agriculture exhibits typical characteristics of equifinal multiple causation,” the researchers noted. This means that different combinations of factors can lead to similar outcomes in public opinion guidance. The study identified that in contexts of high emotional polarization, strategies such as traffic restriction and emotional substitution regulation are effective. Conversely, in low polarization contexts, constructing emotional framing by authoritative media and opinion leaders proves more impactful.
The findings highlight the need for dynamic adjustments in guidance strategies based on specific situations. “Information clarity and netizens’ emotional involvement can form a substitution relationship with the degree to which the platform intervenes in emotional regulation,” the researchers explained. This necessitates a shift towards a systematic emotional governance framework that leverages affective computing to expand the range of channels and strengthen the basis of public opinion.
For the agriculture sector, the implications are significant. Effective management of online public opinion during emergencies can mitigate reputational risks, stabilize market confidence, and prevent economic losses. By understanding the emotional factors that drive public opinion, agricultural stakeholders can develop more targeted and responsive communication strategies.
The study suggests that future developments in the field should focus on constructing a sentiment guidance system for public opinion that features dynamic allocation, multi-party collaboration, and precise reach. This approach could enhance the sector’s ability to manage crises and build resilience in the face of emerging challenges.
As the agriculture sector continues to navigate the complexities of digital communication, the insights from this research offer a valuable roadmap for shaping future developments in public opinion management. By embracing affective computing and dynamic response mechanisms, the sector can better address the emotional dimensions of public opinion, ultimately fostering a more stable and informed discourse during agricultural emergencies.