社会网视域下微博传播的特点、动因及现状

Characteristics,Causes and Present Situation of Micro-blog Communication from the Perspective of Social Network

微博因其"跨界"、"多向度"与"再中心化"的技术特质,获得我国社会成员的广泛青睐。针对微博使用中用户数量激增和用户粘度下滑的悖论现象,本文认为应当从社会网的角度对其加以研究。文章通过对社会网理论和方法的梳理,指出微博传播具有社会网互嵌性特点。结合我国社会"差序格局"、"情境中心"的社会网特征,分析微博的社会网互嵌性对我国社会成员的影响。我国社会结构的"差序格局"、"情境中心"特点是促使社会成员选择微博的元动力;微博传播的社会网互嵌性带来客观上的技术赋权能力是促使社会成员选择微博的直接原因;微博在突破阶层固化对社会成员束缚过程中的有限性是我国用户粘度下滑的重要原因。

M icro- blog gets the favor of social members because of its technical characteristics of the'crossover','multidimensional'and'Re- centralized'in China. In response to the paradox phenomenon the surging in the number of users and the declining of user viscosity,w e ought to further research on it from the perspective of social netw ork. Based on the social netw ork theory and method analysis,the paper points out that micro- blog communication has mutual embedded features of the social netw ork. According to the Social netw ork features of'the pattern of difference sequence'and'situation center'social in our country,the paper analyzes the micro- blog's mutual embedded nature in social netw ork effecting on our society members. T he C onclusion: T he characteristics of'the pattern of difference sequence'and'situation center'are meta pow er to promote community members selecting micro- blog in our social structure; technology empow erment ability to thesocial netw ork embedded nature by objective in micro- blog dissemination is the direct cause on the social members to choosing micro- blog; micro- blog bound limitation in the process of social members in the breakthrough of class is an important reason w hy user viscosity declines in china.