政务微博群的网络结构对传播效果的影响研究——政务微博话语权研究系列之十二

The Communication Effects vs.the Grouping Structure of Government's Microblog Network——the 12th Study Series of the Discourse Power from Government's Microblogging

目前对于微博的研究,无论是针对企业微博还是政务微博或者个人微博,都主要集中于个案研究,鲜见对于有核心主题的微博帐号群研究。采用社会网络分析法和多元统计方法,针对"上海发布"政务微博群展开了网络结构分析,继而分析了网络结构对传播意愿和传播能力的影响,得出了政务微博群管理的针对性结论。

At present, the researches aiming at the enterprises microblogging, government microblogging or personal microblogging are normally focusing on one-account case study, and research of group of microblogging accounts with core topics is rare. In this paper, so-cial network analysis method and multivariate statistical method are adopted to analyze government microblogging group network. And then the paper focuses on the impact of network structure on the dissemination willingness and ability, and draws conclusions on govern-ment microblogging group management.