社会网络分析视域下美军社交媒体组织传播效果考察——以2016环太平洋军演美军Twitter账号信息传播为例

Research on the Effect of US Military Organization Communication in Social Media from the Perspective of Social Network Analysis:A Case Study of the Pacific Rim Military Exercises in 2016

本文关注组织传播理论在社交媒体场域的嬗变以及信息传播 对传统组织结构的优化改变,运用社会网络分析法,在掌握美军113个 Twitter认证账号结构关系的基础上,以 2016环太平洋军演美军Twitter账 号信息传播与交互为实证考察,旨在研究社交媒体账号在重大军事活动中 的动态组织协同模式.研究发现,美军所有的账号均有选择性地发布信 息,取决于账号主体在事件中的参与情况,互动模式上呈现典型的动态中 心辐射;美军在Twitter中除了以认证账号为代表的显性结构之外,还有非 认证账号组成的隐性结构,后者的影响力甚至高过前者.

This paper focuses on the evolution of organizational communica-tion theory in the social media field and the optimization that information dissemi-nation has on the traditional organizational structure. To investigate Twitteraccounts, dynamic cooperation and coordination mechanism in major military ac-tivities, this paper studies on the structural relationship of 113 Twitter-certified accounts and the information dissemination and interaction 〇￡ US military’s Twitter accounts in the Pacific Rim military exercises of 2016, based on Social Network Analysis. It found that all the US military^ Twitter accounts release information selectively, which is mainly decided by their level of involvement in the events. Their interaction model features a typical dynamic central radiation. Moreover, the US military not only established verified Twitter accounts as official informa-tion dissemination channels, but also it opened a variety of unofficial Twitter ac-counts whose influence is even higher than that of the former.