社交媒体传播中的“影响力圈层”效应——基于媒体样本的实证挖掘与分析  

The “Hierarchy of Influence” Effect in the Communication of Social Media——An Empirical Analysis Based on Media Samples

作　　者：徐翔[1] 

机构地区：[1]同济大学艺术与传媒学院,上海201804

出　　处：《同济大学学报（社会科学版）》2017年第3期48-58,109,共12页Journal of Tongji University:Social Science Edition

基　　金：国家社科基金项目"中国文化对外社交媒体传播机制研究"(项目编号:13CXW050);中央高校基本科研业务费专项资金项目;同济大学青年英才计划项目"社交网络‘情绪设置’效果与模型研究"(项目编号:20160647)

摘　　要：社交媒体的有效传播中,传受关系并不是发散态的,而是倾向于传者和受众在相同或相近"影响力层级"间的传播,形成趋同和趋近的"影响力流动圈"。在社交媒体的有效信息流动中,受众最有可能对和自己的影响力层级相近的传者进行反馈,传者得到的反馈最有可能来自和自己的影响力层级相近的受众。社交媒体中这种圈层和等级通路的形成,不仅与线下实体因素及社会属性的作用有关,也基于线上特征的"影响力层级"和话语圈层。对Twitter,YouTube,Google+,Flickr这四种在国际具有重要性和代表性的不同类型的社交媒体样本,通过传受双向关联性、受传关联性、传受关联性等方式,计算和检验"影响力圈层"结构与层级相关性。结果显示,"影响力圈层"在所考察的几种典型媒体中都是存在和显著的。社交媒体研究需充分重视传受关系和传受结构中的"影响力圈层"效应和机制,以及在这种结构背景下的信息流动有效性和话语传播规律。In social m e d i a, as “everyone has a m i c r o p h o n e” a nd can listen to different m i c rophone communication structures at any t i m e, the relationship se e m s to be divergent an d asymmetrical. However , the effective interaction b e t w e e n the sender an d the audience is not loose a nd free, but tends to be the s ame as or similar to the spread of influence levels. M o r e specifically, in the effective flow of information in social m e d i a, the audience is m o s t likely to provide feedback to senders with similar influence levels while senders are m o s t likely to get feedback f r o m audience with similar influence levels. The formation of this circle an d grade p a t h w a y in social media is not only relevant to entity factors a nd social attributes but also is based on the online features b y “hierarchy of influence” and homogeneous circle flow. B y quantitative analysis and test of s o m e typical social m e d i a, the “influence hierarchy” effect in social media is valid an d significant in samples. In the research of social media, the effect a nd m e c h a n i s m of “influence hierarchy” in the relationship b e t w e e n the communicator and audience, as well as the structure under the b a c k g r o u n d of information flow and effective discourse propagation, are to be highlighted.

关 键 词：社交媒体 传受关系 影响力层级 受众 

分 类 号：G206.3[文化科学—传播学]