媒体议程对个人议程的影响研究——基于Twitter平台的大数据文本挖掘与主题建模的进路

Impacts of Media Agenda on Individual Agenda:Mining Text-data on Twitter

已历经半世纪的议程设置研究面临新的挑战。随着互联网和社交媒体的发展,受众个人之间的差异性和互动性增强,受媒体影响的公众议程再难成为社会共识,个人层面的议程设置成为重要研究取向。本研究明确界定了"个人议程"概念,并基于2015年Twitter全平台抽样的7177.2万条推文和主题建模技术,进行了媒体议程与个人议程关系的实证研究。研究发现:(1)Twitter媒体呈现最多的是"体育赛事"议题,大多数Twitter个人用户都有特别关注的议题;(2)大多数个人议程与公众议程没有一致性,人内议题显要性内容和人际议题显要性内容高度相关,"个人议程"概念具有实证的合理性;(3)Twitter媒体议程与30.3%的Twitter个人议程显著正相关。研究同时讨论了个人议程设置效果的强弱、个人层面的偶发条件研究以及个人议程设置与公众议程设置的关系。

A half-century Agenda-setting research faces new challenges.With the development of the Internet and social media,the diversity and interaction between audiences has increased.The public agenda affected by the media can no longer become a social consensus,and the agenda-setting research at the individual level has become an important orientation.This study clearly defines the concept of"individual agenda"and conducts an empirical study of the relationship between media agenda and individual agenda based on 71.772 million tweets in 2015 on Twitter platform and topic modeling technique.The study found that:(1)Twitter media reported the most about"sports events",and most Twitter users had special concerns.(2)Most individual agendas were inconsistent with the public agenda;the intrapersonal salience and the interpersonal salience were highly related.(3)Twitter media agenda was significantly related to 30.3%of Twitter individual agendas.The study also discusses the strength of the individual agenda setting effect,the occasional conditions at the individual level,and the relationship between individual agenda setting and public agenda setting.