社交媒体中的跨平台信息扩散特征及机制

Characteristics and Mechanisms of Cross-platformInformation Diffusion in Social Media

为揭示社交媒体中跨平台信息扩散的特征及影响因素,以昆山反杀案事件为例,利用统计推断和回归分析方法,研究了其他平台的信息在新浪微博中的扩散特征及相关因素。发现用户在微博的高信息量和获取信息的便利性之间权衡时更倾向于后者,跨平台信息的可传递性、基本再生数和扩散深度均显著小于非跨平台者。来自微信公众号、微博视频、微博文章和新浪新闻的信息在扩散深度和规模上相对其他类信息更有优势。与普通用户相比,认证为媒体和政务的用户从新闻平台转发的信息扩散规模更大。综合考虑信息的类型及来源平台能更好地理解突发社会事件在互联网空间中的传播,藉此有助于高效地引导或控制舆情演变。

To reveal the characteristics and influencing factors of cross-platform information diffusion in social media,this paper took the Legitimate Defense Case in Kunshan as an example and studied the characteristics and related factors of information diffusion from other platforms to Sina Weibo using statistical inference and regression analysis methods.We found that users are more inclined to the latter when balancing the high amount of information in microblogs with the convenience of obtaining information,and the transmissibility,basic reproductive number and diffusion depth of cross-platform information are significantly lower than those of non-cross-platform information.Information from WeChat official accounts,Weibo videos,Weibo articles and Sina news has more advantages over other types of information in terms of depth and scale of diffusion.Compared with ordinary users,users who are authenticated as media and government administration spread information from news platforms on a larger scale.A comprehensive consideration of the types and source platforms of information can help us to better understand the spreading of sudden social events in the Internet space,thus helping to effectively guide or control the evolution of public opinion.