An Empirical Study of Online Public Opinion in Higher Vocational Institutions : ——Content-based analysis method

Abstract

In order to accurately grasp the public opinion information and manage higher vocational education, we conducted an empirical study by data mining and content analysis on the public opinion of Baidu postings of Shenzhen higher vocational institutions from August 1, 2020 to July 31, 2021. It is found that the theme of public opinion communication in higher vocational education mainly revolves around student affairs. Amateur life and admissions categories account for more public opinion. Finding friends, psychological activities, and learning and practice were the next most popular categories. There are relatively few public opinions in the categories of epidemic prevention and control, association activities and insertion or advancement to undergraduate degree. The main subjects of public opinion are mainly students, who are energetic, sunny and willing to share, reflecting high media literacy. The public opinion peaks in September, then gradually decreases and tends to be stable. The study summarizes the themes of higher vocational online public opinion through quantitative analysis and reflects the current situation of higher vocational students, which is important to promote the management of higher vocational education.