自媒体时代的数字不平等:非政府组织微博影响力是怎么形成的?

Digital Inequality in the We- media Era: What shape Weibo Influence of NGOs?

论文以28个劳工非政府组织于2013年7月至2014年7月发布的11791条微博的被转发和被评论情况为例,使用多层次回归模型较为系统地分析了微博空间的数字不平等及其形成机制。研究发现,劳工非政府组织的线上影响力相对较弱,不同组织的线上影响力仅具有较低水平的差异。组织的线下特征对线上影响力无显著影响,但组织的微博使用特征能在一定程度上解释线上影响力的组织间差异。就微博文的线上影响力而言,微博文所涉及的话题具有显著而稳健的影响,粉丝数、标签话题与原创微博也具有不可忽视的正效应,原创率则对被转发数具有显著的负向影响。总之,自媒体空间的数字不平等的形成机制具有自身的独特性,微博文所涉及的话题而不是线下组织特征对线上影响力具有重要的影响。

This paper studies the reposts and comments of 11791 Weibo tweets from 28 labor NGOs and uses multilevel regression models to analyze digital inequality and its formation mechanisms in a systematic manner. The results show that the online influence of labor NGOs is relatively weak; and only moderate levels of digital inequality can be found. Offline organizational characteristics have limited effects on the online influence of NGOs, but the characteristics of online uses of Weibo exert moderate effects.Furthermore,the online influence of Weibo tweets is strongly dependent on the topics,and to a lesser extent reliant on the number of fans, hashtag topic and originality.However,proportion of original tweets has negative effects on Weibo users' levels of online influence. Overall,the results suggest that digital inequalities in the micro-blogosphere have unique formation mechanisms. It is the resonance of the issue rather than the offline organizational characteristics that matter most.