基于微博微信的高校社交网络信息传播特征与效率对比分析  

Comparative Analysis of Information Dissemination Features and Efficiency of Social Network of Universities based on Micro-blog and WeChat Platforms

作　　者：刘虹[1] 李煜[1,2] 孙建军[1] Liu Hong;Li Yu;Sun Jianjun(School of Information Management,Nanjing University,Nanjing 210023,China;Library,Northwest University,Xi..an 710127,China)

机构地区：[1]南京大学信息管理学院,江苏南京210023 [2]西北大学图书馆,陕西西安710127

出　　处：《现代情报》2018年第4期3-11,共9页Journal of Modern Information

基　　金：国家自然科学基金项目"融合范式视角下的链接分析理论集成框架及其实证研究"(项目编号:71273125);江苏省普通高校研究生科研创新计划项目"社交网络信息传播行为与可信度研究"(项目编号:KYCX17_0017)

摘　　要：文章对高校微博、微信平台的信息传播特征与效率展开研究。从985高校的微博、微信平台的信息服务入手,基于时间特征、内容特征、行为特征构建社交网络信息传播效率指标体系,对比分析其传播特征和效率的异同点,并进一步将微博、微信两个平台的发文主题划分为学校资讯、校园活动、思想宣传、娱乐休闲、互动交流等13个类别,探索分析发文主题与传播效果之间的关联。研究发现,高校在两个平台的发文时间分布存在差异;在传播特征指标方面,高校微博的发文数、粉丝数高于微信,但高校微信的传播效率则优于微博;另外,高校在两个平台的发文主题具有互补性,不同发文主题在两个平台的信息传播效果均存在显著差异。The paper studied the features and efficiency of information dissemination of micro-blog and WeChat platforms of universities.Starting with information services of micro-blog and WeChat platforms of 985 Universities,the paper constructed the efficiency index system of social network information dissemination based on three dimensions including time,content and behavior.Then,the paper compared and analyzed the similarities and differences of dissemination features and efficiency between the two platforms.Besides,the article further divided the subjects into thirteen categories such as school information,campus activity,ideological propaganda,entertainment,leisure and interactive communication.Meanwhile,the paper explored and analyzed the relation between the subjects and information dissemination effects.The research result showed that there were differences in the time distribution of delivery between the two platforms.In terms of dissemination features,the number of articles and followers of micro-blog were higher than WeChat,but the dissemination efficiency of WeChat was better than micro-blog.In addition,subjects in these two platforms were complementary,there were significant differences in the information dissemination effect between different subjects.

关 键 词：微博 高校 社交网络 信息交流 信息服务 效率评价 影响因素 指标体系 

分 类 号：G203[文化科学—传播学]