全过程视角下基于扎根理论的微博舆情传播行为参与机制研究

The Participation Mechanism of Weibo Public Opinion Communication Behavior Based on Grounded Theory from a Whole-process Participation

[目的/意义]探究微博舆情传播行为的全过程参与机制,为微博舆情的监管与引导提供有益的参考。[方法/过程]通过对微博的主要使用群体—年轻用户进行深度访谈以获得原始文本,运用扎根理论对原始文本进行概念和范畴的提炼,以构建全过程视角的微博舆情传播行为参与机制理论模型。[结果/结论]在舆情信息的获取阶段,存在个体对舆情事件、信息和信源平台的选择性关注现象;获取舆情信息后,个体产生相应的舆情体验,进而激活对应的参与动机;在参与动机、参与阻力、参与意愿等因素的共同作用下,个体表现出不同的舆情传播行为,而后可能产生一些行为变化;此外,由个体性格、价值观念和行为习惯构成的个体特征对个体的舆情传播参与具有调节作用。

[Purpose/Significance]This paper aims to explore the whole-process participation mechanism of Weibo public opinion communication behavior,which can provide useful reference of the regulation and guidance for Weibo public opinion.[Method/Process]The original texts were obtained through in-depth interviews with the main users of Weibo,and the grounded theory was used to refine the concepts and categories of the original text to build a theoretical model of the Weibo public opinion communication behavior participation mechanism from a whole process perspective.[Result/Conclusion]In the process of obtaining public opinion information,there is a phenomenon of individual’s selective attention to public opinion events,information,and platforms;after that,individuals produce corresponding public opinion experience,then the corresponding motivation for participation is activated.Under the combined influences of many factors,such as participating motivation,resistance,and willingness,individuals exhibit different behaviors of public opinion communication,and then some behavioral changes may occur.In addition,the individual characteristics,which are composed of individual personality,values and behavior habits,have a regulating effect on the participation of individual public opinion communication.