突发公共事件下地方政务微博协同传播效果影响因素研究

Research on the Influence Factors of Collaborative Communication of Local Government Affairs under Public Emergency

[目的/意义]协同传播为政务微博应对突发公共事件提供了一种新的信息传播策略,深入探究政务协同传播效果的影响因素,有助于提高政务微博传播效果,增强其对突发公共事件的应对能力。[方法/过程]以江苏响水"3·21"特大爆炸事故为案例,运用网络爬虫工具收集江苏省各政务微博协同传播的相关数据,以转发数、点赞数和评论数为协同传播效果的衡量指标,构建政务微博协同账号特征和协同传播特征对传播效果的多元线性回归模型。[结果/结论]粉丝数量、粉丝质量、协同数量、协同类型对政务微博协同传播效果有显著的正向影响;行政级别仅对传播效果中的转发数有显著的正向影响。认为今后应该重视政务微博协同传播,提升单个政务微博的影响力,合理组织政务微博协同形成资源互补,从而提升政务微博协同传播的效果。

[Purpose/significance]Collaborative communication provides a new information communication strategy for government microblog to deal with public emergencies.Deep exploration of the influencing factors of the collaborative communication effect of government affairs can improve the communication effect of government microblog and enhance its ability to respond to public emergencies.[Method/process]Taking the“3·21”explosion accident in Xiangshui as an example,a web crawler is used to collect data related to the collaborative communication of various government microblog in Jiangsu Province,and the numbers of retweeting,likes and comments are used as the measurement index of the collaborative communication effect.This paper constructs a multiple linear regression model of the characteristics of the collaborative account of government microblog and the characteristics of collaborative communication on the communication effect.[Result/conclusion]The number of fans,the quality of fans,the number of collaborations and the types of collaborations have significant positive impacts on the collaborative communication effect of government microblog.The administrative level only has a significant and positive effect on the retweeting number in the collaborative communication effect.It is believed that simultaneous interpreting of government affairs and micro-blog should be emphasized in the future,and the influence of micro-blog should be enhanced.The government should organize the government micro-blog to form a complementary resource,thus enhance the effectiveness of the collaborative dissemination of government microblog.