网络舆情场内领袖型信息受众的观点动员能力测度
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摘要
【目的/意义】测度领袖型信息受众对网络舆情场内非领袖型受众的观点动员能力,实现对场域内领袖型受众情感引导力的监测和掌握。【方法/过程】基于场力的作用机制,定性预置出三种观点动员类型,而后提出以付出情感量、收获情感量、动员时机作为定量测度的三要素,并提出测度模型,最后通过真实数据演示验证了测度方法。【结果/结论】测度结果有助于更灵活和有针对性地对网络舆情意见领袖采取治理措施,提高网络舆情管控效率。
【Purpose/significance】This paper proposes a method to measure the mobilization ability of opinion leaders in network public opinion. In order to monitor and grasp the emotion guidance of opinion leaders in the field.【Method/process】Based on the action mechanism of field force,three types of mobilization are preset qualitatively. Then put forward three elements of the quantitative measure, including the expanding sentiment, the achieving sentiment and the time of mobilization,and put forward the measure model. Finally, the measurement method is demonstrated by real data.【Result/conclusion】Measurement results contribute a more flexible and targeted way to governance the opinion leaders,and then improve the efficiency of network public opinion management and control.
【Purpose/significance】This paper proposes a method to measure the mobilization ability of opinion leaders in network public opinion. In order to monitor and grasp the emotion guidance of opinion leaders in the field.【Method/process】Based on the action mechanism of field force,three types of mobilization are preset qualitatively. Then put forward three elements of the quantitative measure, including the expanding sentiment, the achieving sentiment and the time of mobilization,and put forward the measure model. Finally, the measurement method is demonstrated by real data.【Result/conclusion】Measurement results contribute a more flexible and targeted way to governance the opinion leaders,and then improve the efficiency of network public opinion management and control.
引文
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13 查先进.信息分析[M].武汉:武汉大学出版社,2014:128.
2 熊涛,何跃.微博转发网络中意见领袖的识别与分析[J].现代图书情报技术, 2013,(6):55-62.
3 Zhu Z,Su J,Kong L.Measuring influence in online social network based on the user-content bipartite graph[J].Computers in Human Behavior,2015,52:184-189.
4 王佳敏,吴鹏,陈芬,等.突发事件中意见领袖的识别和影响力实证研究[J].情报学报, 2016,35(2):169-176.
5 朱志国,张翠,丁学君,等.基于熵权灰色关联模型的重大突发舆情意见领袖识别研究[J].情报学报,2017,36(7):706-714.
6 杨小平,马奇凤,余力,等.评论簇在网络舆论中的情感倾向代表性研究[J].现代图书情报技术,2016,32(7/8):51-59.
7 王世雄,祝锡永,潘旭伟,等.网络舆情演化中群体极化的形成机理研究[J].情报学报, 2014,33(6):614-622.
8 王国华,张剑,毕帅辉.突发事件网络舆情演变中意见领袖研究——以药家鑫事件为例[J].情报杂志,2011,30(12):1-5.
9 陈福集,陈婷.舆情突发事件演化探析——基于意见领袖引导作用视角[J].情报资料工作,2015,36(2):23-28.
10 高俊峰,王毅军,黄微,等.网络舆情场的内涵、结构特征与功能属性分析[J].图书情报工作,2017,(4):14-22.
11 彼得·R·芒戈,诺什·S·康特拉克特,芒戈,等.传播网络理论[M].北京:中国人民大学出版社,2009.
12 黄微,高俊峰.基于观点势能测度的网络舆情场极性识别研究[J].情报学报,2016,35(11):1185-1196.
13 查先进.信息分析[M].武汉:武汉大学出版社,2014:128.