新浪社会新闻传播中的“情绪偏好”效应与特征研究——基于新浪社会新闻的网络挖掘与实证分析

Research on the Effect and Features of Emotional Bias in the Communication of Sina Social News:An Web Mining and Empirical Analysis Based on Sina Social News

基于对新浪网"社会新闻"版块2012年6月到2016年4月的58386条新闻及其网民情绪反馈的抓取采样和结构化处理,通过实证和定量手段,检验、考察了网络媒介中的"情绪偏好"及其作用特征。在所考察的新浪网社会新闻传播样本中,存在着显著的"愤怒"偏好,其效应与特征主要有:愤怒情绪具有比其他情绪更多的数量和更高的比重;愤怒情绪居于主导情绪时,各情绪的分布具有朝向愤怒的更显著的集中性和偏倚性;新闻的情绪强度与愤怒情绪之间,存在着较之其他情绪更紧密的正相关性;新闻的传播热度与愤怒情绪之间,存在着较之其他情绪更紧密的正相关性。媒介的"情绪偏好"有助于深化挖掘思考"沉默的螺旋"中螺旋形成的偏好性、"情绪设置"的效果和模式、情绪传播的机制和策略等理论与实践问题。

Based on grabing and structural collection of 58386 pieces of news from June 2012 to April 2016 and their emotional feedback in ＂social new＂ section of sina, by empirical and quantative method, this paper examined and analysized emotional bias and its features on internet. Not only contents in media have emotion, but also media have emotion. In the samples of social news on sina investigated, there is a significant ＂angry＂ bias, and its effects and characteristics are as follows： first, the scale and proportion of anger are bigger than other emotions; second, the distribution of various emotions is more biased to and concentrated on anger when anger is dominant＇ mood; third, there is a more closely positive correlation between the emotional intensity and the anger than other emotions; fourth, there is a more closely positive correlation between the spread of news and anger than other emotions. Emotional bias in media is also helpful to the theoretical and practical problems such as bias in the formation of ＂spiral of silence＂, effect and pattern of emotional setting and the mechanism and strategies of emotional communication.