角色演变视角下辟谣信息对社交媒体意见领袖形成的影响——基于舆论领导法则

Impact of Refutation Information on the Formation of Social Media Opinion Leaders from the Perspective of Role Evolution:Based on the Theory of Two-stage Information Floating

[目的/意义]探究辟谣信息对社交媒体用户的影响,特别是对意见领袖形成现象机制的挖掘。构建社交媒体用户角色演变行为模型,研究人员可以更好地了解意见领袖的形成原因,刻画辟谣信息对社交媒体用户的作用机制,有助于对参与辟谣的“准意见领袖”进行合理引导,以提高社交媒体舆情管理的效率和准确性。[方法/过程]首先,对微博社交媒体平台中的特定主题事件进行跟踪,识别并筛选出“新生意见领袖”群体,并利用质性访谈对此群体进行深度访谈。然后,基于程序化扎根理论方法,利用NVivo 12软件进行扎根编码构建模型,并通过理论饱和度检验验证模型的完整性。最后,对社交媒体用户角色演变的原因进行深入分析和探讨。[结果/结论]在辟谣信息作用下,个体主观因素、社会环境因素和辟谣信息因素对一般用户向新生意见领袖的演变行为产生重要影响,其中个体主观因素在辟谣信息的作用下对意见领袖形成的影响更加显著,自我认知清晰、高情绪需求且情绪稳定的个体更容易成为影响力持久的意见领袖;社会公众认可、实质性奖励和政策法律支持共同构成社会环境因素,是意见领袖形成的重要保障;辟谣信息因素中的辟谣信息热度、可信度和发布质量等方面都会直接影响“潜在意见领袖”用户群体对辟谣事件的把握,进而干预其参与辟谣的决定。

[Purpose/significance]This study aims to explore the pattern of how ordinary social media users evolve into opinion leaders under the influence of rumor-refuting information,establish a factor model for the formation of opinion leaders,and explore the reasons for their formation,in order to provide useful reference and suggestions for social media management of public opinion.The significance of this research lies in helping people better understand the process of formation and evolution of social media public opinion,and providing useful reference for social media management to improve the efficiency and accuracy of managing public opinion.[Method/process]Firstly,this study tracked specific theme events on Weibo social media platform,identified and selected the group of“newly emerged opinion leaders”,and conducted in-depth interviews with this group through qualitative research method.Based on the method of programmatic grounded theory,NVivo 12 software was used to construct a model through grounded coding and the model’s completeness was verified through theoretical saturation testing.Finally,the reasons for the formation of newly emerged opinion leaders were analyzed and discussed in depth.[Result/conclusion]The study found that under the influence of debunking information,individual subjective factors,social environmental factors,and debunking information factors all play important roles in the behavior of general users transforming into newly emerged opinion leaders.Among them,individual subjective factors have a more significant impact on the formation of opinion leaders under the influence of debunking information.Individuals with clear self-awareness,high emotional needs,and stable emotions are more likely to become influential opinion leaders.Social environmental factors,including social public recognition,substantial rewards,and policy and legal support,are important guarantees for the formation of opinion leaders.The elements of debunking information,such as the popularity,credibility,and quality of the information released,directly affect the grasp of potential opinion leaders on debunking events,and thus intervene in their decision-making to participate in debunking.