网络舆情场内领袖型信息受众的观点动员能力测度

Measuring the Mobilization Ability of Opinion Leader in Network Public Opinion Field

【目的/意义】测度领袖型信息受众对网络舆情场内非领袖型受众的观点动员能力,实现对场域内领袖型受众情感引导力的监测和掌握。【方法/过程】基于场力的作用机制,定性预置出三种观点动员类型,而后提出以付出情感量、收获情感量、动员时机作为定量测度的三要素,并提出测度模型,最后通过真实数据演示验证了测度方法。【结果/结论】测度结果有助于更灵活和有针对性地对网络舆情意见领袖采取治理措施,提高网络舆情管控效率。

【Purpose/significance】This paper proposes a method to measure the mobilization ability of opinion leaders in network public opinion.In order to monitor and grasp the emotion guidance of opinion leaders in the field.【Method/process】Based on the action mechanism of field force,three types of mobilization are preset qualitatively.Then put forward three elements of the quantitative measure,including the expanding sentiment,the achieving sentiment and the time of mobilization,and put forward the measure model.Finally,the measurement method is demonstrated by real data.【Result/conclusion】Measurement results contribute a more flexible and targeted way to governance the opinion leaders,and then improve the efficiency of network public opinion management and control.