定位vs.互定向:社交媒体新闻事件扩散的社会影响因素——基于时序网络的事件史分析

Positioning vs.mutual orientation:social influence factors on news events diffusion on social media——An event history analysis based on temporal networks

为进一步理解社交网络环境下新闻媒体的"社会性"问题,通过对媒体社会网络的实证分析,揭示新闻媒体的社会关系和互动机制如何影响热点新闻事件的传播过程。结合"互定向"概念与"扩散"理论,以700余家新闻媒体的微博文本及其关系为研究对象,以热点新闻事件为例,考察媒体属性(如"定位")以及网络结构(即"互定向"关系)对其报道特定新闻事件的预测效果。研究发现,不同的媒体角色或定位显著影响其对时政、社会和突发事件类新闻的关注;在控制媒体属性变量不变的条件下,媒体的感染性或敏感性,以及结构凝聚性和结构对等性等变量对社会和突发新闻事件扩散产生显著且正向影响,但并没有对政治新闻事件产生同样效果。该结论有助于改进对社交媒体中新闻报道的社会影响及规约的认识,提升新闻媒体的传播力和影响力。

To further understand the"sociality"of news media in the context of social network,we conducted this empirical study to explore how the social relationship and interaction mechanism of news media affect the diffusion process of hot news events.Combining with the concept of"mutual orientation"and the theory of"diffusion",we took textual microblogs and relationships of over 700 news media accounts as the research objects,and examined the effect of media attributes such as positioning and network structures(i.e.,mutual orientation)on media reports for specific news events.It was found that different role or orientation of the media significantly affected its attention to political,social and disastrous events.With controlling media attribute variables,we also found media’s infectiousness,or susceptibility,as well as structural cohesion and structural equivalence significantly and positively affected the spread of reported social event and disastrous event,but did not show the same effect on political events.This conclusion will be helpful to promote the understanding of the social influence and regulations of news production on social media and then enhance the communication power and influence of news media.