主流媒体在社交平台的传播效果影响因素探究:基于《人民日报》微博账号的实证分析

Influencing Factors of Mainstream Media's Communication Effect on Social Platforms:An Empirical Analysis Based on the Weibo Account of Peopled Daily

自我国媒体融合战略实施以来,主流媒体积极入驻社交平台,拓展传播端口.经过近十年的发展,主流媒体利用社交平台积极发布各类信息和公众讨论社会热点,拓展主流舆论引导.这其中,微博就是重要的社交平台代表之一,因此,微博平台的传播效果研究是新闻传播学界比较重要的一个领域.基于此,本文选取主流媒体中微博账号粉丝数最多的《人民日报》为研究对象,利用构造周抽样法,以2020年为抽样区间,获取《人民日报》微博样本及评论样本作为具体研究内容,量化建立传播效果指标,之后以实证研究的思路,做出可能影响传播效果的假设,并借助SPSS相关分析工具,进行假设检验,得出结论.研究发现,依据自变量因变量SPSS相关分析结果可以得出:内容主题、情感态度、语言风格、表现形态均和传播效果或其组成要素有正向或负向相关关系.以此研究为主流媒体在媒体深度融合发展语境下,如何借助多元渠道和端口,拓展传播力、引导力、影响力和公信力提供借鉴.

Since the implementation of China's media convergence strategy?mainstream media have actively settled in social platforms and expanded their communication ports.After nearly ten years of development,mainstream media actively publish various information and discuss social hotspots through social platforms,and expand the guidance of mainstream public opinion.Among them,micro-blog is one of the important representatives of social platforms.Therefore,the research on the communication effect of micro-blog and its influencing factors is a very important field in journalism and communication.Based on this,this paper selects People 5 Daily?which has the largest number of fans on Weibo account in mainstream media,as the research object,and takes 2020 as the sampling interval,obtains Weibo samples and commentary samples of People s Daily as the specific research content,quantifies and establishes the communication effect indicators.Then,through empirical research,it makes assumptions that may affect the communication effect,and with the help of SPSS related analysis tools,it conducts hypothesis test and draws a conclusion.It is found that according to the SPSS correlation analysis results of independent variables and dependent variables,it can be concluded that content theme,expression form,emotional attitude and language style have positive or negative correlation with communication effect or its components.This study provides reference for how to expand the communication power,guiding power,influence and credibility of the main­stream media in the context of deep media integration and development.