网络群体传播背景下的信息扩散——基于新浪微博数据的定性比较分析(QCA)

Information Diffusion in the Context of Online Group Communication:A Qualitative Comparative Analysis of Sina Weibo Data

本文通过梳理信息扩散研究的相关文献,提出网络群体传播背景下影响信息扩散最主要的三个因素:信息内容、传播者特征和网络结构。以此为框架,本文运用定性比较分析(QCA)方法分析了新浪微博案例数据,对网络群体传播背景下信息扩散的特征和机制进行了经验性探索。研究发现,在群体传播背景下,传播者的影响力比信息内容本身更能影响信息的扩散规模,拥有象征资本的加持是信息能够大规模扩散的必要条件;个体被赋予了"powerto"——做什么的能力,但并没有"powerover"——支配或控制什么的能力。

By combing the relevant literature on information diffusion research,this paper proposes that the three most important factors affecting information diffusion in the context of Internet group communication are the content,the characteristics of communicator and the network structure.Following this framework,the paper uses the qualitative comparative analysis(QCA)method to analyze the Sina Weibo case data,and empirically explores the features and mechanisms of information diffusion on the Internet.The study finds that in the context of Internet group communication,the influence of the communicator is more influential than the content of the information itself.The symbolic capital is a necessary condition for the large-scale diffusion of information;the individuals are given the ability to send information,but they are not given the ability of domination.