机会、选择与目标——社会网的形成机制及其对新媒体研究的启示  

Opportunities,Choices and Goals——The Formation Mechanism of Social Networks and Its Implications to Social Media Research

作　　者：马磊[1] 

机构地区：[1]上海大学社会学院社会学系

出　　处：《社会科学》2015年第9期184-191,共8页Journal of Social Sciences

基　　金：上海市教委科研创新项目"高校新浪微博用户的网络结构与话题传播分析"(项目编号:14YS009)的阶段性研究成果;中国博士后科学基金第6批特别资助项目"新浪微博高校用户的社会网络分析"(项目编号:2013T60435)的研究支持

摘　　要：网络治理是国家治理现代化中关键的一环,保障虚拟网络社会有序、和谐运行亟需一系列共识、规则及社会过程的建立与完善。新媒体时代,各种社交网络应运而生,社会学中的社会关系网络理论同样可以用来解释新媒体中的社交网络形成。社会关系网络形成的核心机制——机会机制、选择机制和目标机制——能帮助我们深入理解各种社交网络的建立过程:机会机制是社交网络产生的原动力,在微博新用户挑选关注对象时机会机制发挥着重要作用;选择机制起作用需要两个前提:同质性和线上/线下关系,微信朋友圈正是基于该机制应运而生的;即时通讯软件的群组功能体现了目标机制的作用,微信项目群是在目标机制下被企业用于项目管理的典型案例。未来的社交媒体研究可以借助这三种网络形成机制的理想形态,进一步探索更为复杂的社交网络的形成与演化过程。In the new media age, diverse social network applications are emerging. For the Internet security and socialharmony in China, it is necessary to investigate the common reasons of the occurrence of various social network applications. By using network relations formation theory in sociology and reviewing related research and cases, this paper summarizes three key mechanisms forming social networks, namely opportunity mechanism, choice mechanism, and goal mechanism. These three mechanisms could help us deeply understand the forming process of different kinds of social networks. For instance, how the opportunity mechanism works when Sina Weibo users choose the following objects, how the circles of friends of Wechat form based on homophily principles and online-offline nexuses, and how the project groups of Wechat, which are directed by the goal mechanism, are applied to company management. Based on the three ideal mechanisms proposed in this article, future social media researcher can explore the formation and evolution process of more complicated social networks further.

关 键 词：社交网络 新媒体 形成机制 新浪微博 微信 

分 类 号：C913[经济管理] D669[社会学]