社交网络意见领袖“同心圈层”:现象、结构及规律  

“Concentric Circles”of Opinion Leaders in Social Networks:Phenomenon,Structure and Law

作　　者：徐翔 XU Xiang(College of Arts and Media,Tongji University,Shanghai,200092)

机构地区：[1]同济大学艺术与传媒学院,上海200092

出　　处：《深圳大学学报（人文社会科学版）》2022年第1期133-148,共16页Journal of Shenzhen University：Humanities & Social Sciences

基　　金：国家自然科学基金项目“社交网络互动中用户‘信息窄化’机理分析:基于微博的数据挖掘”(71804126);上海市级科技重大专项“人工智能基础理论与关键核心技术”(2021SHZDZX0100)。

摘　　要：社交网络意见领袖用户并非多中心和多样化,而是存在着"同心圈层"的趋同结构。把用户的意见领袖程度作为自变量,意见领袖随着其影响力程度提升而表现出"一个趋同核心、三种趋同支撑、趋同圈层渐变"的"同心圈层"趋同结构。社交网络意见领袖存在着处于"趋同中心"位置的"社会样板";意见领袖用户的影响力程度正相关于它趋同于中心"社会样板"的程度;在此过程中形成围绕着中心而由近到远、由密到疏的同心圈层。以典型的社交网络之一新浪微博作为样本,相关的假设得到检验,表现出"同心圈层"的支撑向度:一是用户的意见领袖程度高低与该用户趋近于"中心"社会样板的内容距离成正相关,形成意见领袖趋近于网络中心的同化;二是用户在趋同于中心社会样板的过程中,表现出影响力程度与社会样板程度的正相关和同构性;三是用户作为社会样板的程度,正相关于他和中心社会样板的内容相似度,表现出"社会样板"的单中心化、同一化而非多样性;四是用户随着其意见领袖层级的提升而加强层级内的用户趋同性,增强用户影响力层级的内聚和收窄。意见领袖用户"同心圈层"趋同现象与结构呈现着"去中心"网络时代的"再中心化",也塑造着网络"巴尔干化"时代的"单向度"社会。The opinion leaders in social networks are not polycentric or diversified,but have created a convergent structure of“concentric circles”.Taking the influence of the opinion leaders as an independent variable,we find that with their increasing influence the opinion leaders create a convergent structure of“concentric circles”with one center,three convergence supports and gradual convergent circles.The opinion leaders are“social models”in the center of the convergent structure.Their influence is positively related to how much they are convergent with the“social models”in the center.In this process,concentric circles are formed around the center.The closer to the center,the denser the circles,and vice versa.Taking Sina Weibo,one of the typical social networks,as a sample,we tested our hypotheses.The research bears out our conception of the“concentric circles”.First,the influence of the opinion leader is positively correlated with his distance from the“social model”in the center,and thus the opinion leader is ready to get closer to the network center.Second,in the process of users converging to the central social model,there is a positive correlation and isomorphism between the influence of the opinion leader and influence of the“social model”.Third,the extent to which a network user is taken as a social model is positively related to how much his opinion is similar to the social model in the center,showing that the“social model”is located only in the center,and that it is homogeneous rather than diverse.Fourth,with their opinion leader moving to a higher level,the users get more convergent within their hierarchy,and thus the user influence gets more coherent and narrower.The convergence and the“concentric circles”of the opinion leader users show that the decentralized network era is re-centralized,and a“one-dimensional”society is coming into being in the“Balkanization”era of network.

关 键 词：社交网络用户 意见领袖 同心圈层 用户趋同 内容相似度 再中心化 “单向度”社会 

分 类 号：G20[文化科学—传播学] G206.2