Commentary Opinion Environment: A Study on the Effect of Topic Framework Construction in Popular Online Comments

Abstract

In recent years, major social incidents have frequently ignited online discourse, with comment sections often featuring so-called “divine comments” that significantly shape public perceptions of these events. This study employs content analysis and audience surveys to examine the framing effects and opinion-guiding role of such divine comments. Findings reveal that during the evolution of major social incidents, viral comments attract substantial netizen attention and garner widespread endorsement. They guide comment sections towards unified thematic frameworks, demonstrating how viral comment-dominated frameworks shape opinion environments. To a certain extent, these frameworks diminish public discourse diversity, offering fresh perspectives on digital-age public opinion steering.