社交网络意见领袖的内容特征影响力及其传播中的趋同性

Influence of Content Characteristics of Social Network Opinion Leaders and Its Convergence in Dissemination

本研究创新性地明确提出社交网络"意见典范"的理论维度与内涵,并针对意见典范的整体内容特征扩散和相似关系,结合微博中的规模数据予以探索性的检验与实践分析。意见领袖不仅仅具有内容碎片的扩散与影响力,也具有用户内容整体特征的传递和影响力;意见领袖随着其作为"意见典范"程度的增强,表现出内容个性和独特性的消磨、向"芸芸众生"贴近的趋向;意见领袖的程度越高则相互之间就越是趋似,呈现越来越强的用户异质性消解与"社会窄化";意见领袖的阶层越高则层内用户相似性结构越集聚化和中心化,而非去中心化。意见领袖作为意见典范的内涵和特征,内蕴着一系列张力和悖论,使得高影响力的典范用户从对于垂范性和引领性的诉求而走向"文化工业"式的标准化主体再生产,从丰富性和独特性而收敛于高影响力阶层内容的封闭,从用户模因流动的自由多向而形成中心化、赋权分化的用户内容逻辑与话语圈层。

This paper innovatively and explicitly proposes the theoretical dimension and connotation of the"opinion model"of social network,and makes exploratory test and practical analysis of the overall content characteristic diffusion and similarity relationship of the opinion model,combining with the scale data in Microblog.Opinion leaders have not only the diffusion and influence of content fragments,but also the transmission and influence of the overall characteristics of user content.With the enhancement of the opinion leaders as"opinion models",they show the tendency of the consumption of content personality and uniqueness,and being closer to"all beings".The higher the degree of opinion leaders,the more similar they are to each other,showing a stronger elimination of user heterogeneity.The higher the hierarchy of opinion leaders,the more agglomerated and centralized the user similarity structure within the layer,rather than decentralized.As the connotation and characteristics of the opinion model,opinion leaders contain a series of tensions and paradoxes,which make high-influence model users move from the appeal of the model and leading nature to the reproduction of the"standardized"subject of"cultural industry",from the richness and uniqueness to the closure of high-influence class content,and from the formation of the user model due to the freedom and multi direction of the flow to the user content logic and discourse circle layer of centralization and empowerment differentiation.