Analysis of Public Sentiment Evolution Mechanisms in Social Media Public Relations Crises

Abstract

With the increasingly widespread use of social media, public sentiment during crises in public opinion exhibits characteristics of rapid escalation, broad impact, and complex evolution, posing significant challenges to maintaining social stability and crisis management. This paper explores three dimensions: “theoretical foundations of emotional shifts,” “pathways and diffusion patterns of emotional transmission,” and “management intervention mechanisms for emotional dynamics.” Findings indicate that public sentiment eruptions stem from structural societal contradictions explained by the “social combustion theory.” Within crisis scenarios, individual cognitive evaluations and cognitive biases become catalysts for emotional escalation. The propagation of public sentiment on social media follows a phased, non-linear trajectory. Opinion leaders emotionally charged narratives, and platform-enabled amplification collectively constitute key channels for sentiment diffusion. Effective sentiment management interventions require coordinated efforts among multiple stakeholders—including governments, media, and the public—through systematic approaches such as disseminating authoritative information, promoting constructive journalism practices, and enhancing public media literacy. This study provides an integrated analytical framework for deepening understanding of the dynamic shifts in public sentiment in the digital age, while also offering theoretical reference points for related public opinion governance practices.