社交媒体辟谣信息的扩散机理研究——基于辟谣信息演化网络的纵向分析  

Diffusion Mechanism of Rumor-refuting Information in Social Media——A Longitudinal Analysis Based on The Evolution Network of Rumor-refuting Information

作　　者：宗乾进[1] 黄子风 Zong Qianjin;Huang Zifeng(School of Economics and Management,South China Normal University,Guangzhou 510006,China)

机构地区：[1]华南师范大学经济与管理学院,广东广州510006

出　　处：《现代情报》2017年第9期44-52,121,共10页Journal of Modern Information

基　　金：广东高校优秀青年创新人才培养计划项目"自然灾害中社会化媒体谣言的扩散机理与消解策略研究"(项目编号:2015WQNCX014);国家自然科学基金项目"基于社会化媒体的突发事件应急管理众包模式研究"(项目编号:71403134);华南师范大学青年教师科研培育基金"熟人社交网络中社会资本与商业活动的关系"(项目编号:15SK06);教育部人文社会科学研究青年基金项目"突发事件下社会化媒体用户参与应急管理的激励策略及众包模式研究"(项目编号:14YJCZH122)

摘　　要：[目的/意义]从时间纵向维度展现社交媒体辟谣信息扩散的演化脉络,有助于厘清辟谣信息扩散的内在机理。[方法/过程]将"@人民网"官方微博发布的"全国暴雨"辟谣信息作为起点,收集该辟谣微博发布后7天内的转发数据。采用社会网络分析方法,构建社交媒体辟谣信息扩散的演化网络,并分析其扩散的内在机理。[结果 /结论 ]主要研究发现如下:(1)社交媒体辟谣信息从爆发期、高潮期到消退期的演化路径为:辟谣信息被政府官方微博发布后,会在极短时间内在其发布者的"紧密型"社交圈中(政府机构用户间)迅速扩散;随后,辟谣信息主要经由"大V名人"与其粉丝构成的"松散型"网络,向大V名人的粉丝扩散;最后,辟谣信息经由大V名人的粉丝,在粉丝与其好友的"紧密型"网络中扩散,直至消退。(2)辟谣信息扩散网络在三个时期的密度均较小。(3)与微博谣言扩散有所不同,绝大多数微博辟谣信息的扩散主体之间并没有互动,仅表现为单向传递关系。(4)相比政府官方微博而言,"大V名人"转发辟谣信息所带来的效应更能够激起受众对辟谣信息的精神共鸣,更能促进辟谣信息的扩散。[Purpose/Signifi cance]A Longitudinal study on the evolution of rumor-refuting information diff usion in social mediahelps clarifying the diff usion mechanism of rumor-refuting information.[Method/Process]Th is paper collected the retweeting data of therumor-refuting information about the nationwid e rainstorm which was posted by an offi cial micro-blog named@renmi nwang.Based onthe frequencies of retweeting,the diff usion process of the rumor-refuting information was divided into three periods,including outbreakperiod,peak period,and declining period.Th is paper also constructed the evolution network of rumor-refuting information diff usionin social media and analyzed its mechanism by using Social Network Analysis.[Result/Conclusion]Th e main fi ndings are as followings.Firstly,the evolution path from the outbreak to the extinction of the rumor-refuting information diffusion in social media is found toundergo three diff erent social networks successively as followings.Aft er the rumor-refuting information is published,it will be diff usingrapidly in the poster’s tight social network in a very short period time.Subsequently,it diff uses in the loose social networks between theopinion leaders and their fans.At last,it diff uses in the tight social networks among the fans of the opinion leaders and the friends of the fansuntil it is extinct.Secondly,the density of rumor-refuting information diff usion network is always low in outbreak period,peak period,and declining period.Th irdly,unlike rumor diff usion in micro-blog,most of actors of rumor-refuting information diff usion network haveno interactions.Fourthly,compared with opinion leader of government,the rumor-refuting information posted by individual opinionleader can evoke the perceptual sympathetic response of audiences,and promote the rumor-refuting information diff using widely.

关 键 词：社会化媒体 辟谣 扩散机理 时序分析 演化网络 

分 类 号：G203[文化科学—传播学]