公共信息茧房:社交媒体信息内容收敛现象与效应——基于新浪微博的文本挖掘

Public Information Cocoon: The Phenomenon and Effect of Content Convergence of Social Media Information——Text Mining Based on Sina Weibo

[研究目的]分析在公共、多样、广泛的微博信息生产和舆论信息传播中,平台信息在充分流通中产生的封闭,发生朝向特定方向的重复和窄化。[研究方法]挖掘和统计检验探讨微博平台中的信息内容收敛现象和特征。[研究结论]由热度相同或相近的帖子组成的信息单元随着传播热度越来越强,会表现出本层内的信息相似度的增强(层内趋同性);与此同时,也伴随着和全局内容的平均相似度的增强(全局趋同性),和本周期内最热舆论内容的平均相似度的增强(顶部趋同性);信息单元的热度“质心”和该信息单元的三种趋同程度分别都成正比,并且线性回归具有很高拟合度。这三种趋同化的收敛方向具有高度的同步性和一致性,三者的克朗巴赫α系数达0.946左右,而不是相互独立或冲突的关系。社交媒体舆论信息的内容收敛,关切到从公共领域的充分信息流动走向公共信息茧房与自我窄化,关切到从信息开放和可达性转向封闭和自我异化。

[Research purpose] The paper analysis social information closed in full circulation, in the public, diverse and extensive production of microblog information and the dissemination of public opinion information, which leads to repetition and narrowing in a specific direction. [Research method] Through text mining and statistical test, the convergence phenomenon and characteristics of information content in microblog platform are discussed.[Research conclusion] The information unit which is composed of posts with the same or similar popularity in public opinion, will show the enhancement of information similarity and repeatability(intra layer convergence) with the increasing popularity of its communication;at the same time, it is also accompanied by the enhancement of the average similarity with the global content(global convergence), and the enhancement of the average similarity with the hottest public opinion content(top convergence). The heat centroid of the information unit is directly proportional to the three convergence degrees of the information unit, and the linear regression has a high fitting degree. The convergence directions of the three convergence directions are highly synchronous and consistent, not independent or conflicting, and the consistent α is about 0.946. The content convergence of social media public opinion information is concerned with the transition from sufficient information flow in the public domain to the narrowing of the public information cocoon and self, and the concern with the shift from information openness and accessibility to closure and self-alienation.