大学出版社的微博使用与社会资本:基于社会网络分析的视角

Weibo Use and Social Capital of University Presses: Based on Social Network Analysis Perspective

文章探讨了以微博为例的社会化媒体使用与大学出版社结构面社会资本之间的关系,将结构面社会资本分为内向中心性位置社会资本、外向中心性位置社会资本以及中介中心性位置社会资本,运用社会网络分析方法考察了112家大学出版社通过微博关注形成的社会资本情况。研究发现,大学出版社在微博上形成的社会网络中心势数值偏高,体现出较强的内聚力和整合度;中介中心度较低,信息流通相对顺畅。研究还发现,博文总数是影响内向中心性位置及中介中心性位置社会资本的主要因素,而微博使用并不能显著预测外向中心性位置社会资本。

This paper discusses the relationship between social media use and structural social capital of universities, divides structural social capitals into in-degree centrality social capital, out-degree centrality social capital and intermediary centrality social capital, and implies the method of social network analysis to research 112 university presses＇ social capital which is formed from Weibo following. This paper comes into these conclusions： university presses have a high degree centrality in Weibo, which presents strong cohesion and integration; intermediary centrality is low, information flow is relatively smooth. Number of posts is a main influencing factor of in-degree centrality and intermediary centrality social capital, while Weibo use can＇t observably predict out-degree centrality social capital.