Public Perception Analysis of Hot Topics in Intellectual Property Based on Microblog Data

Public opinion is a crucial factor for government policy making, implementation, evaluation, and social development. This paper analyzes the public opinion perception of intellectual property subject based on microblog data and puts forward the concept and calculation model for the breadth, depth, and comprehensive value of public perception. Then, taking the opinion evaluation in microblog platform as an example, this paper studies the public perception of intellectual property subject and illustrates the changing trend of public perception through related events in microblog. The results show that the four topics of trademark, intellectual property, copyright, and patent are the hot topics of public perception, the breadth, depth, and comprehensive value of public perception for the four topics fluctuated greatly, on the whole. In addition, when the content of microblog is related to personal benefits, business benefits, and personal interests, it can cause widespread public concern. Additionally, the public mainly participate in the dissemination of public opinion on intellectual property subject through forwarding. Finally, this paper puts forward some suggestions from the perspective of how to maximize the effect of intellectual property policy.