信息生态视角下微博信息传播机理研究——以里约奥运会中国女排夺冠为例

Research on the Information Dissemination Mechanism of Micro-Blog Based on Information Ecology:Taking Chinese Women's Volleyball Team Winning Rio Olympic Games for Example

[目的/意义]针对微博信息传播的混沌性,研究其传播机理成为把握舆论的关键所在。[方法/过程]在对微博信息传播生态系统进行详细剖析的基础上,重构了微博信息生态系统各个角色之间的内部关联,阐述了微博信息传播运行机理,揭示了微博信息传播生态链演化的原因是由于用户的多角色性,指出这种多角色之间的转化正是微博信息传播混沌性的根源;最后,在以里约奥运会女排夺冠微博传播数据进行佐证的基础上,针对各个微博用户角色的职能提出了相应的对策与建议。[结果/结论]研究在一定程度上将会为微博信息传播混沌性与管控舆论的研究提供新思路与新视角。

[Purpose/significance] In view of the chaos of the micro-blog information dissemination,studying its dissemination mechanism has become the key to grasp the public opinion. [Method/process]Based on the detailed analysis of the micro-blog information dissemination ecosystem,this paper reconstructs the internal relationships among the various roles of micro-blog ecosystem,expounds the operating mechanism of the micro-blog information dissemination,and reveals that the evolution of the microblog information dissemination ecosystem lies in the multi-role of users,the transition of which is the root of the micro-blog information dissemination chaos. Finally,taken the data of Chinese women＇s volleyball team winning Rio Olympic Games as the validation,the corresponding countermeasures and suggestions are proposed according to the functions of each role. [Result/conclusion] To a certain extent,the research can provide new ideas and perspectives for the studies of micro-blog information dissemination chaos and public opinion regulation.