基于社会网络分析的高校微博信息传播影响力研究

Research on the Influence of College Weibo Information Transmission Based on Social Network Analysis

[目的/意义]基于高校微博信息传播网络,利用社会网络分析法对高校微博信息传播的网络位置和网络结构进行定量分析,为提高高校微博信息传播影响力提供可行建议。[方法/过程]从粉丝数、网络结构和网络位置三个角度对信息传播影响力进行测度分析,以得到高校信息传播网络的结构特征及信息传播的规律。[结果/结论]实证研究发现,粉丝数量高的网络行动者,在信息传播网络中不一定处于核心位置,但对信息传播网络具有促进作用;处于核心位置与点度中心度高的行动者,在信息传递过程中起主导地位,具有较高的影响力;核心行动者和边缘行动者之间影响力呈现两极分化,信息在核心节点之间传播顺畅,信息的转移效率较高,边缘行动者之间则相反。

[Purpose/significance]This study was based on the Weibo information dissemination network of colleges and universities,used social network analysis method to quantitatively analyze the network location and network structure of Weibo information dissemination in colleges and universities,and provided feasible suggestions for improving the influence of Weibo information dissemination in colleges and universities.[Method/process]The measurement and analysis of the influence of information dissemination from the perspectives of follower number,network structure and location,in order to obtain the structural characteristics of the information dissemination network and the law of information dissemination.[Result/conclusion]The empirical research found that network actors with high follower numbers were not necessarily at the core of the information dissemination network,but they played facilitating roles in the information dissemination network;actors took highly core positions and had high degree centralization played dominant roles and were highly influential in the process of information transfer;the influence between core actors and marginal actors was polarized.Information spread smoothly between core nodes and its transfer efficiency was higher,but the conditions of marginal actors varied opposite.