网络舆论博弈的结构与机制——基于社会资本理论的实证研究

The Flowing Social Capital:An Empirical Study of Network Public Opinion Game

本文从"结构-建构"的双重视角对社会资本理论进行了简要梳理,并借助相关概念工具以及数据挖掘的手段,对2017年2月至6月间发生的五个事件样本展开了实证研究。研究结果表明,虚拟空间关系网络选择权力呈现"倒挂"结构,导致网络舆论中传播资源的嵌入具有较强的网络依赖性;网络位置("顶端-节点")相互间的同质、异质互动对传播资源的"分享"和"分流"具有决定性作用,并因此演绎出多向度的竞争结构、单向度的抗争结构和交互向度的对抗结构等三种舆论博弈结构,在"结构洞"的中介作用下,三者间处于变动不居的相互转化状态,另外,舆论博弈中利益和价值诉求的分层现象较为明显。文章还对虚拟空间中传统社会资本理论的适用性和解释力问题进行了探讨。

The paper combed the theory of social capital from the perspective of structure and construction.With the help of relevant concepts and data mining methods,an empirical study was conducted on5 events from February to June 2017.The results show that the embedding of communication resources in network public opinion has strong network dependence because of the＂upside down＂structure of selection power in virtual spatial relation network.The homogeneous and heterogeneous interaction between network position（＂top and node＂）determines the flow pattern of‘sharing＇and＂distribution＂of communication resources.The game structure of network public opinion falls into three types：multi-directional competitive structure,single-directional resistance one and interactive-directional confrontation one.The three structures are in a state of mutual transformation by the agent effect of＂structural hole＂..In the game,the layering of interest and value appeals are remarkable.The paper also discusses the applicability and explanatory power of the traditional social capital theory in the virtual space.