健康议题辟谣社群的类别构成与社群结构研究——基于多主体谣言协同治理的视角
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摘要
[目的/意义]鉴于当前社交媒体上健康谣言层出不穷的现实,从谣言协同治理的角度出发探讨各辟谣主体的信息发布特质和社群结构对于净化网络舆论具有重要意义。[方法/过程]从传播力、影响力和互动力三个维度筛选出新浪微博上137位健康议题的核心辟谣成员,采用内容分析法分析了"新闻媒体""政务部门""科普网站/栏目""医务/营养从业者"等10类辟谣主体各自的信息发布特征,并采用社会网络分析法对该辟谣群体的"中心度""核心—边缘"和"结构洞"等指标进行了探究。[结果/结论]在信息发布的内容特质方面,不同辟谣主体在谣言驳斥的时效性、互动性、专业性、多媒体性等方面各有优点;在社群结构方面,该社群存在着"精英化"倾向,媒体机构微博独享着信息传播"一家独大"的地位,成为扩散辟谣信息的绝对主体。这项发现启示我们,在谣言协同治理过程中,需要重视新闻媒体的"意见领袖"作用。
[Purpose/Significance]Since there are endless health rumors in social media,it is of great significance to explore the information characteristics and community structure of the rumor denials community from the perspective of rumor cooperative governance. [Method/Process]This paper filters out 137 core members from the Sina weibo platform by the dimension of influence,credibility and transmissibility,then analyzes the information characteristics of these members and adopts SNA method to explore these community structure through the indicators such as " Centrality", " coreness" and " structural holes". [Result/Conclusion]As for the content dimension,each of the members has their own feature in terms of timeliness,interaction,professionalism,and multi-media; as for the structure dimension,it is found that media organization's weibo dominates the whole community,which plays a key role in releasing counter-rumor information.This finding enlightens us that much attention should be focused on the media organization's role of " opinion leader" in the process of rumor cooperative governance.
[Purpose/Significance]Since there are endless health rumors in social media,it is of great significance to explore the information characteristics and community structure of the rumor denials community from the perspective of rumor cooperative governance. [Method/Process]This paper filters out 137 core members from the Sina weibo platform by the dimension of influence,credibility and transmissibility,then analyzes the information characteristics of these members and adopts SNA method to explore these community structure through the indicators such as " Centrality", " coreness" and " structural holes". [Result/Conclusion]As for the content dimension,each of the members has their own feature in terms of timeliness,interaction,professionalism,and multi-media; as for the structure dimension,it is found that media organization's weibo dominates the whole community,which plays a key role in releasing counter-rumor information.This finding enlightens us that much attention should be focused on the media organization's role of " opinion leader" in the process of rumor cooperative governance.
引文
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[27]Burt R S.Structural holes:The social structure of competition[M].Cambridge,MA,Harvard university press,1992:18.
[28]刘军.整体网分析讲义[M].上海:格致出版社,2009:194-197.
[29]张振波.论协同治理的生成逻辑与建构路径[J].中国行政管理,2015(1):58-61.
[30]杨辉,尚智丛.微博科学传播机制的社会网络分析---以转基因食品议题为例[J].科学学研究,2015,33(3):337-346.
[31]杜杨沁,霍有光,锁志海.政务微博微观社会网络结构实证分析---基于结构洞理论视角[J].情报杂志,2013,32(5):25-31.
[2]让·诺埃尔·卡普费雷.谣言:世界上最古老的传媒[M].上海:上海人民出版社.2008.
[3]Ozturk P,Li H,Sakamoto Y.Combating rumor spread on social media:The effectiveness of refutation and warning[C].Paper Presented at Conference on Hawaii International Conference on System Sciences.Hawaii,2015.
[4]Darke P R,Ashworth L,Ritchie R J B.Damage from corrective advertising:Causes and cures[J].Journal of Marketing a Quarterly Publication of the American Marketing Association,2008,72(6):81-97.
[5]Aditya S.Role of brand familiarity in combatting rumors[J].Journal of Marketing Development&Competitiveness.2014,8(3):120-129.
[6]Allan J Kimmel.Analysis of commercial rumors from the perspective of marketing managers:Rumor prevalence,effects,and control tactics[J].Journal of Marketing Communications,2010,16(4):239-253.
[7]Lee Jieun,Jeon,Jin H Yoo,et al.The effect of corporate attitude on consumers'trust in corporate rumor-Focusing on types of rumor,message strength,and refutation strategy[J].Journal of Korean Marketing Association,2015,30(2):27-52.
[8]Bordia P,Irmer B E,Difonzo N,et al.Attributional analysis of rumour denials[J].Australian Journal of Psychology,2003,55(2):34-34.
[9]Tanaka Y,Sakamoto Y,Matsuka T.Transmission of rumor and criticism in twitter after the great japan earthquake[C].Proceedings of the Annual Meeting of the Cognitive Science Society,2012,34:2387-2392.
[10]Einwiller S A,Kamins MA.Rumor has it:The moderating effect of identification on rumor impact and the effectiveness of rumor refutation[J].Journal of Applied Social Psychology,2008,38(9):2248-2272.
[11]Bordia P,Difonzo N,Haines R,et al.Rumors denials as persuasive messages:Effects of personal relevance,source,and message characteristics[J].Journal of Applied Social Psychology,2010,35(6):1301-1331.
[12]Yang Xiaolan,Luo Yongli.Rumor clarification and stock returns:Do bull markets behave differently from bear markets?[J]E-merging Markets Finance&Trade,2014,50(1):197-209.
[13]熊炎.辟谣信息构成要素:一种整合框架---二战以后西方辟谣实证研究回顾[J].国外社会科学,2015(1):78-88.
[14]施爱东.辟谣公式的三项要素[J].民族艺术,2016(4):99-107.
[15]Esposito J L,RosnowR L.Corporate rumors:Howthey start and howto stop them[J].Management Review,1983,72(4):44-49.
[16]Difonzo N,Bordia P.Howtop PR professionals handle hearsay:Corporate rumors,their effects,and strategies to manage them[J].Public Relations Review,2000,26(2):173-190.
[17]唐雪梅,赖胜强.突发事件中政府对网络谣言的辟谣策略研究---以太伏中学事件为例[J].情报杂志,2018,37(9):95-99.
[18]王国华,王戈,杨腾飞,等.网络辟谣平台的运行及效果研究[J].情报杂志,2014,33(9):100-105.
[19]曾润喜,陈创.涉民族类网络辟谣舆情传播过程中不同主体治理行为实证研究[J].中南民族大学学报(人文社会科学版),2018,38(1):22-26.
[20]王国华,王丽丽,王雅蕾.基于新浪平台的微博辟谣主体与方式研究[J].电子政务,2013(9):2-8.
[21]崔敏钿.新浪微博健康传播研究[D].长沙:湖南大学,2014.
[22]Knoke D.Political networks:The structural perspective[M].Cambridge:Cambridge University Press,1990:9-10.
[23]王晓光,袁毅,滕思琦.微博社区交流网络结构的实证分析[J].情报杂志,2011,30(2):199-202.
[24]刘军.社会网络分析导论[M].北京:社会科学文献出版社,2004:4.
[25]Freeman L C.Centrality in social networks conceptual clarification[J]Social Networks,1978,1(3),215-239.
[26]Alba,Richard D.A graph-theoretic definition of a sociometric clique[J].Journal of Mathematical Sociology,1973,3(1):113-126.
[27]Burt R S.Structural holes:The social structure of competition[M].Cambridge,MA,Harvard university press,1992:18.
[28]刘军.整体网分析讲义[M].上海:格致出版社,2009:194-197.
[29]张振波.论协同治理的生成逻辑与建构路径[J].中国行政管理,2015(1):58-61.
[30]杨辉,尚智丛.微博科学传播机制的社会网络分析---以转基因食品议题为例[J].科学学研究,2015,33(3):337-346.
[31]杜杨沁,霍有光,锁志海.政务微博微观社会网络结构实证分析---基于结构洞理论视角[J].情报杂志,2013,32(5):25-31.