突发事件网络舆情传播的实证研究

Empirical Studies of Network Public Opinion Spread during Emergencies

[目的/意义]探索突发事件舆情传播网络的拓扑结构和传播规律、识别与评判突发事件舆情传播网络中重要节点,有助于从源头上控制舆情,增强公众、政府和媒体引导突发事件网络舆情的能力。[方法/过程]以"魏则西事件"为实证研究对象、采集并整理数据,基于社会网络分析理论,运用Ucinet软件构建互动关系矩阵模型和Netdraw软件绘制该事件舆情传播网络社群图,从整体、局部和个体3个视角进行了该舆情传播网络结构测度分析。[结果/结论]拓展了SNA的应用,从本质上揭示了突发事件网络舆情传播的结构特征与演变规律,总结并提出针对其本身拓扑结构的控制建议,最后,为从源头上弱化其不可控性,分别提出了公众、政府和媒体突发事件网络舆情传播的引导建议。

[Purpose/significance] In order to control the source of online public opinion for emergencies and enhance public,government and media＇s ability of guiding it,exploring its topological structure,propagation and identifying its key nodes are necessary. [Method / process] This paper collected data and uses social network analysis（SNA） method to study the case of Wei Zexi,used Ucinet software to construct binary matrix of interactive relationship,and used Netdraw software to draw ＂Wei Zexi incident＂ network public opinion dissemination community map. Then,this article measured the public opinion dissemination network mainly from overall network structure,Internal structure and network structure of individuals. [Result / conclusion] The paper expanded the application of SNA and revealed emergency＇s network public opinion spreading structure characteristics and evolution laws of nature. Then,the paper summarized and put forward the control recommendations for its topology structure. Finally,in order to weaken the uncontrollable nature of the online public opinion spread during emergencies,the public,government and media＇s guide advice were put forward respectively.