中国媒体“社交化”传播效果与影响因素实证分析——基于三十家媒体的微博样本挖掘

An Empirical Analysis of Effects and Factors of Chinese Media Communication on Social Media: Web Mining on Sina Weibo Based on Thirty Media Samples

对报纸、期刊、广播、电视、网站五种媒体选取30家样本,通过网络爬虫软件采集其一年间在新浪微博发布的全部7万余条微博。在微博内容挖掘的基础上,基于媒体类型、媒体性质、受众规模、内容发布、社交化交互等主要层面,实证考察媒体在微博平台的"社交化"传播效果生成及影响因素。媒体的不同类型和性质对其"社交化"传播效果具有显著关联;发布者的粉丝与发布者呈现"轻受众"关系,与微博点赞状况有正相关,但是与微博的被评论、转发状况关联不明显;媒体的内容发布规模与传播效果之间也存在"轻效果"的分层次效应。传统媒体需要适应社交化新型媒介空间发展,积极探索社交化传播效果优化机制。

This study selected thirty samples from five types of media including newspapers,periodicals,radio,television,and web sites,and snatched more than seventy thousand posts in sina weibo published in the past year employing crawlers. In terms of weibo content mining,based on main dimensions such as media type,media property,audience size,content publishing,and social interaction,the paper empirically analysed media＇s social communication effects and their correlative factors in weibo. Different types and properties of the media have significant correlation with their social spread effect. Size of fans has a relationship as ＇light audience＇ to its publisher on sina weibo,while having a positive correlation with point of praise of posts,but no significant correlation with point of comment or forward.There is also hierarchical effect as ＇light effects＇ between media distribution scale and its effect. The traditional media needs to adapt to the new social media space,actively exploring optimization mechanism of social communication effect.