基于社会网络分析的意见领袖网结构  

The Network Structure of Opinion Leaders Based on Social Network Analysis

作　　者：王迪[1] 何跃[1] 

机构地区：[1]四川大学商学院,四川成都610065

出　　处：《统计与信息论坛》2013年第10期84-89,共6页Journal of Statistics and Information

摘　　要：微博中的意见领袖主导了大量的信息流动,通过分析他们之间的关系,可以理解微博平台的传播结构。用两阶聚类分析法对新浪微博中的数据进行分析,识别出具有社交网络特征的意见领袖群体,再用社会网络分析方法将识别出来的群体构建成意见领袖网,分析该网络在中心度、密度等方面的特征。实证分析表明:网络中的成员连接关系紧密度不高,网络中没有直接关系的成员要建立联系的平均距离较近,网络中位于核心位置的成员中心化程度不高。The opinion leaders of the network dominate the flow of a fairly large number of information, so it can be understand the propagation structure of the microblog platform by analyzing the relationship between them. This paper uses the data which collected in the Sina-microblog for analysis and processing by using the two-step cluster, so this can identify the opinion leaders in groups with social network features. Then, it can use the identified groups of opinion leaders to construct a network by social network analysis, and analyze the center and density of the network. It shows that the relationship of members of the network is not tight enough; but, it will be known that if the two ones who are not directly related need not so long to establish a connection, and identify the core members of the network.

关 键 词：两阶聚类 微博 意见领袖网 网络密度 中心性 

分 类 号：G206[文化科学—传播学]