平台的“封印”:社交网络内容封闭性传导——基于格兰杰因果分析

“Seal”of Platform:Conduction of Content Closure in Social Network—Based on Granger Causality Test

【目的/意义】社交网络内容趋于封闭性和同质化的问题已得到部分研究的证实,但关于内容封闭性是否以及如何被传导的问题,现有分析还不够充分。基于微博平台的样本,对全局内容封闭性的引发和设置问题进行了检验和探究。【设计/方法】通过格兰杰因果分析,发现社交网络中头部内容封闭性是全局内容封闭性的格兰杰原因,而反之不成立,即头部内容的封闭可以引发全局内容的封闭。其中的作用机制可能和内容的热度有关:内容热度越高,其引发全局各类内容比例发生变化的能力越强,从而触发全局封闭性的可能越大。【结论/发现】社交网络的全局内容受外力引导时可能趋于封闭的现象,这是对社交网络内容封闭性问题的深入。在现实层面,对于规避和调控由部分热门内容导致的社交网络封闭性具有参考价值。

[Purpose/Significance]The tendency of social network content to be homogeneous has been partially confirmed by some studies,but the analysis is inadequate about whether and how the closure of content is conducted.Based on the sample of Weibo platform,this study explores the issue about how to trigger and set the overall closure of content.[Design/Methodology]Through Granger Causality Test,the results show that in social network,the closure of top content can cause and trigger the closure of overall content,but not vice versa.The mechanism may be related to the popularity of content:the higher the popularity of content,the stronger its ability to cause changes in the proportion of various types of content,and thus the greater the possibility to trigger the overall closure.[Conclusions/Findings]The findings reveal the phenomenon that overall content may tend to be closed under the control of external force,which is a deeper insight into the problem of content closure in social network.At a practical level,this paper has reference value for avoiding and regulating the closed social network caused by some popular content.