情感分歧对社交媒体中信息再传播的影响——以微博为例

The Impact of Emotional Divergence on Information Re-Dissemination in Social Media:Taking Weibo as an Example

[研究目的]社交媒体中信息的再传播是目前主流传播方式之一,研究情感特征对社交媒体中信息再传播的作用,揭示情感信息影响社交媒体中信息再传播的机制,对于科学引导网络舆论、维持健康网络环境具有重要意义。[研究方法]基于认知失调理论,引入情感分歧特征进行情感分析,以社交媒体中帖子的转发数与评论数作为信息再传播效果的衡量指标,构建了情感分歧与情感倾向影响信息再传播的理论模型,并使用微博平台上的数据,对模型进行验证。[研究结论]通过对回归模型结果分析,情感分歧能够显著正向影响社交媒体信息再传播,促进帖子的转发与评论;正面情感倾向性能够显著促进帖子的转发效果,对帖子的评论数影响效果并不显著;帖子内容的情感倾向性能够调节帖子内容中的情感分歧对帖子转发的影响,而评论情感倾向能够调节评论内容中的情感分歧对帖子评论数的影响。

[Research purpose]The re-dissemination of information in social media is one of the mainstream communication methods at present,and it is of great significance to scientifically guide online public opinion and maintain a healthy online environment by studying the role of emotional features of information re-dissemination in social media and revealing the mechanism of emotional information affecting information re-dissemination in social media.[Research method]Based on the theory of cognitive dissonance,the characteristics of emotional divergence are introduced for sentiment analysis,and the number of retweets and comments of posts were used as the measurement indicators of information retransmission effect,and a theoretical model of emotional divergence and emotional tendency affecting information re-dissemination is constructed,which is verified by using the data on the microblog platform.[Research conclusion]Through the regression model verification,emotional divergence can significantly positively affect the re-dissemination of social media information and promote the retweet and comment of posts.Positive emotional tendency can significantly promote the forwarding effect of posts,while the effect on the number of comments on posts is not significant.The emotional tendency of the post content can adjust the influence of emotional divergence in the post content on the post forwarding,while the emotional tendency of comments can adjust the influence of emotional divergence in the comment content on the number of comments on the post.