Research on Internet Public Opinion Communication Model Considering the Psychology of Netizens

[Purpose/Meaning] To explore the influence of the emotional information conveyed by microblog content related to online public opinion on the process of online public opinion dissemination, and the influence of the emotional tendency perceived by netizens on the individual's willingness to communicate. [Method/Process] The research is based on the theory of virus dynamics, introduces the prospect theory that considers the individual's psychology, constructs a network public opinion propagation model based on the theory of virus dynamics, and conducts numerical simulation to analyse the simulation results. [Results/Conclusions] The proportion of reposted content p of comments conveying negative sentiment under public opinion-related Weibo has a great influence on the peak of the fermentation degree of online public opinion, reducing the contact of individual netizens with related negative content has a positive effect on the guidance and control of online public opinion.