先赋与自致:图书馆大V是如何炼成的——基于新浪微博的实证研究

Ascribed or Achieved: the Reputation Building Process of Influential Libraries' Microblog——An Empirical Study of Sina Microblog

微博是图书馆进行信息推广和宣传的重要工具,文章主要探讨了图书馆微博如何构建自身的媒体声誉这一核心问题。文章以声誉理论和社会分层理论为基础,从先赋和自致两个角度揭示图书馆微博构建媒体声誉的机制。以新浪微博为平台,采集500家认证的图书馆微博数据,并以其中的32家热门图书馆微博发布的314条博文为研究样本,检验了先赋机制与自致机制对图书馆微博媒体声誉的影响。研究发现先赋机制和自致机制在图书馆微博声誉的构建过程中均发挥了重要作用,先赋机制使得精英型图书馆微博具有先发优势;同时,草根型图书馆微博通过发挥主体能动性仍然有机会提高自身的知名度。

The microblog is a useful tool for libraries to improve information service and publicizing. The research focused on how a microblog become an influential one in librarianship. Enlightened by reputation theory and social stratification theory, ascribed and achieved processes were proposed as two basic ways to build the reputation of library＇s microblog. 500 microblog＇s and 314 pieces of original posted information were collected as the research data sample from Sina microblog. The findings are：（1） both ascribed and achieved mechanism have played an important role in the library microblog reputation building process;（2） the ascription process endorsed elite library microblog with first-mover advantage;（3） however, a library microblog without advantaged ascription still has the opportunity to become a famous and visible one by using their own initiatives.