The Decay Cycle of Public Opinion: A Case Study of the Nongfu Spring Boycott Movement within Douyin’s News Framing
Main Article Content
Keywords
news frame, public opinion decay, Douyin platform, Nongfu Spring boycott movement
Abstract
With the widespread popularity of short video platforms, short video news has become a key force in shaping public perception and guiding public opinion. Moreover, news frames serve as core variables in shaping the trajectory of the public opinion life cycle. However, research on the cycle of public opinion decay under specific news frames is scarce. Taking the 2024 Nongfu Spring boycott movement as a case study, this research focuses on three dominant news frames on the Douyin platform-namely, the moral judgment frame, the nationalism frame, and the crisis response frame. On the basis of frame theory and the case study method, this research explores the differences in their decay cycles and their dynamic mechanisms. It aims to identify the laws governing public opinion decay on short video platforms, facilitate positive interaction between theory and practice, and contribute to the sustained and healthy development of the short video news industry.
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