实验式内容分析法在微博集群行为舆情传播中的应用

Application of Empirical Content Analysis in the Public Opinion of Collective Behavior on the Micro-Blog

微博集群行为在舆情传播中有重大的影响作用,文章研究阐述了实验式内容分析法的研究范围和一般研究过程,重点利用该方法对微博舆情传播的情景线索特征进行了应用研究。揭示了微博集群行为舆情传播的四大情景线索特征类型,为后期微博集群行为引导及危机管理方案的制定提供了理论和实践指引。

The collective behavior on the micro-blog has main influence in the spread of public opinion.This article makes explication on the research scope and normal research procedure of empirical content analysis method. This paper has applied research for the situational cues characteristics of the micro-blog public opinion spread by using the empirical content analysis. The study found the four types of the situa- tional cues characteristics of public opinion spread of the micro-blog collective behavior. Thus, the re- sults serve as an important theoretical and practical guidance for cyber citizens＂ collective behavior as well as for crisis management to formulate solutions.