社交网络议程“梯度扩散”效应与结构

Effect and Structure of Social Network Agenda “Gradient Diffusion”

议程设置研究受到广泛关注,但议程内部的传导结构仍缺乏深入探讨。本研究将微博帖子按照热度进行“等频分箱”,探索社交网络信息在不同热度的内容层级间的传导规律和议程“梯度扩散”效应与特征。本文对新浪微博中的20117408条样本帖子分析表明:(1)热度越接近的帖子层级之间,内容传导程度越高;(2)热度层级与其他层级距离越小的帖子层,向其他层级的内容传导程度越高;腰部热度层级比头部和底部层级具备更高的内容传导程度;(3)层间内容传导程度随着层级间热度差距变化而出现阶梯式递增或递减,可称为梯度传导性;(4)高热度层级之间内容传导程度高于低热度层级之间内容传导程度,且高热度层级与低热度层级之间呈现出传导阻滞、流通性较低的特征;(5)由各个热度层级的内容传导关系交错构成的内容传导网络,与层间热度差值网络存在同构性;(6)任意热度层级越是处于内容传导网络的中心层,在热度差值网络中的接近中心性越高;(7)全局的内容传导网络存在“核心-边缘”结构。本研究剖析议程设置中的内容扩散网络动力和约束,有助于思考在舆论、文化、社会、政治传播等领域的信息梯度扩散效应与特殊结构。

Although agenda-setting theory has received extensive attention,there is still a lack of in-depth exploration of the transmission structures within agendas.This paper divides posts on Sina Weibo into equal-frequency bins according to their popularity from high to low,and explore the law of transmission and“gradient diffusion”effect and transmission characteristics of social network information among different popularity levels.An analysis of 20117408 sample posts on Sina Weibo shows that:(1)The closer the popularity,the higher the degree of content transmission between the post levels;(2)The smaller the distance between the popularity level and other levels,the stronger the degree of content transmission to other levels;the waist popularity level has stronger content transmission degree than the head and bottom levels;(3)The overall agenda network shows a law that the degree of content conduction between popularity levels increases or decreases stepwise with the change of popularity gap between levels,which can be called gradient conduction;(4)The degree of content conduction between high-popularity levels is stronger than that between low-popularity levels,and the high-popularity levels and low-popularity levels are characterized by dissent,conduction block,and low circulation;(5)The content conduction network composed of interlaced content conduction degrees of each popularity level has isomorphism with the popularity difference network;(6)The closer the arbitrary popularity level is to the central level of the content transmission network,the higher the closeness centrality in the popularity difference network;(7)The content conduction network has a“core-edge”structure.This study analyzes the dynamics and constraints of content diffusion network in agenda setting,which helps to reflect on the information gradient diffusion effects and special structures in fields such as public opinion,culture,society,and political communication.