社会化媒体中风险信息的传播路径研究——以“山东问题疫苗”事件为例

Research on the Transmission Path of Risk Information in Social Media——the Case of Vaccine Incident in Shandong

在互联网时代,风险信息的扩散方式发生了革命性的变化,社交网站对受众风险认知的影响越来越强烈。本研究以2016年3月的“山东问题疫苗”事件为例,运用社会网络分析法,结合同心圆理论对该社交网站(新浪微博)中节点间关系、传播路径进行全面、精确的量化分析,研究风险信息在网络中传播扩散的路径。研究结果发现,事件中的风险信息传播网络是基于权威信源和关键行动者的动态网络结构;权威信源掌控发布渠道,关键行动者在风险信息传播过程中充当意见领袖,他们共同作用使风险信息更快地传至普通行动者。

In the social media era,the process of the spread of risk information has undergone tremendous changes,and the impact of social media use on public risk perception has become increasingly strong.In this study,the“Shandong Vaccine”incident,which was shocked by the country in 2016,was taken as an example,and the social network analysis method was used to carry out a comprehensive and accurate quantitative analysis of the various relationships in the social network.The final results show that the risk information dissemination network in the event is based on the dynamic network structure of the authoritative sources and the key actors,the source has the important information source,the key actors in the risk information diffusion process as the opinion leader,makes the risk information in the dissemination amplified,can be faster to spread to ordinary actors.