“一带一路”社交媒体传播网络的十年变化:内外差别与国际融通

The Ten-Year Evolution of the“Belt and Road”Social Media Communication Network:Domestic and International Differences and Integration

社交媒体是“一带一路”传播的重要渠道,也是提升中国国际传播能力的重要内容。本研究采用社会网络分析和对比分析法,选取微博和推特上“一带一路”议题下最活跃的100位用户,建立了两个社会关系网络,从宏观网络结构、核心边缘结构和节点中心性三方面探究“一带一路”议题在国内外社交媒体上的传播网络特征,并进行历时性的对比分析。研究发现,在内外对比中,微博的社会网络密度和凝聚力不及推特,但主流媒体在微博上的权威性和影响力远大于在推特上的;在历时对比中,微博的社会网络强度较3年前有所弱化,推特上中国声音的影响力变强了,但主流媒体的表现依旧较弱。进一步的分析发现,“一带一路”议题在社交媒体传播方面国内外的流动性较差。如何更好地发挥主流媒体的作用,如何利用好横跨中外社交媒体的“融通者”的作用,是扩大“一带一路”传播,也是提高我国国际传播能力的有效方式。

Social media is an important channel for the dissemination of the‘Belt and Road'initiative and a key component in enhancing China's international communication capabilities.This study employs social network analysis and comparative analysis methods,selecting the 100 most active users under the‘Belt and Road'topic on Weibo and Twitter,and establishes two social relationship networks.It explores the characteristics of the‘Belt and Road'communication network on domestic and foreign social media from three aspects:macro network structure,core-periphery structure,and node centrality,along with a diachronic comparative analysis.The research finds that,in internal and external comparisons,Weibo's social network density and cohesion are not as strong as Twitter's,but mainstream media have more authority and influence on Weibo than on Twitter.In a temporal comparison,the strength of Weibo's social network has weakened compared to three years ago,while the influence of China's voice on Twitter has strengthened,but the performance of mainstream media remains weak.Further analysis reveals that the‘Belt and Road'topic has poor fluidity in social media communication both domestically and internationally.How to better leverage the role of mainstream media and utilize the‘integrators'that bridge domestic and foreign social media is an effective way to expand the dissemination of the‘Belt and Road'and enhance China's international communication capabilities.