从话语平权到话语再集权:社会热点事件的微博传播机制研究

From Discourse-Equality to Discourse-Recentralization:Study on the Communication Mechanism of Hot-Events in Micro-Blogs

随着社会化媒体的崛起,微博成为社会热点事件的重要信息源、策源地和意见发酵池,对热点事件在微博的传播机制研究具有重要价值。本文选取近两年新浪微博中的21个热点事件,通过大数据挖掘和分析技术发现加V认证用户和男性是社会热点事件的议题设置和积极转发者,转发深度和转发宽度符合无标度和小世界现象,热门事件传播网络中的群集系数更高于其他话题,看似话语平权的背后是话语再集权,形成了新的话语权力新贵;热点事件的传播结构和事件自身的性质具有很大关联性,热点事件传播具有多信息源、多中心、多层和随机性等特点,要理性看待社会热点事件在微博传播中的谣言现象。

With the rise of social media, micro-blog has become an important source of information and opinions for hot-events in China. It has high value in the research on communication mechanism of hot-events in micro-biog. This paper selects 21 hot-events in Sina micro-blog in two years. By using the data mining techniques, this paper finds that verified-users and men are setting the hot-events issues and retweeting them; the depth and width of retweeting fits scale-free network and small-world phenomenon; the clustering coefficient of hot-events is higher than other topics. The discourse-equality is the discourse-recentralization in fact. This paper also finds the properties of communication structure has great relevance with the hot-events themselves, and the communication structure of hot-events is multi-sourced, multi-centered, multi-layered and random. In conclusion, we must have correct understanding of the rumors in the hot-events in micro-biog.