高校网络舆情事件中社交媒体用户的传播行为研究

A Study on the Communication Behavior of Social Media Users in Internet Public Opinion Events in Universities

随着媒体传播渠道日益多元化,社交媒体已成为高校网络舆情的主要策源地和传播源。既往高校舆情研究主要聚焦于特定对象、特定时段、特定事件的舆情引导研究,缺乏对社交媒体用户传播行为的学术聚焦。本文以问卷调查为基础提出研究假设,通过建模和回归分析探寻影响社交媒体用户参与高校网络舆情的主要因素,从微观角度探讨相关影响因素导致的传播行为差异,为高校管理人员有针对性地开展舆情治理提供事实依据和策略选择。

With the increasing diversification of media communication channels, social media has become the main source and communication source of online public opinion in universities. In the past, public opinion research in universities mainly focused on the public opinion guidance research of specific objects, specific periods and specific events, and lacked academic focus on the communication behavior of social media users. Based on the questionnaire survey, this paper proposes research hypotheses, explores the main factors that affect social media users’ participation in universities online public opinion through modeling and regression analysis, and discusses the differences in communication behavior caused by relevant influencing factors from a micro perspective, so as to provide a factual basis and strategic choice for universities managers to carry out targeted public opinion governance.