融入情感特征的高校新媒体影响力评价研究——以高校官方微博为例  

Research on the Impact Evaluation of University New Media Integrated into the Emotional Features:Taking the Official Microblogs of Universities as Example

作　　者：赵蓉英[1,2,3] 李新来 明均仁[4] Zhao Rongying

机构地区：[1]武汉大学中国科学评价研究中心,湖北武汉430072 [2]武汉大学信息资源研究中心,湖北武汉430072 [3]武汉大学信息管理学院,湖北武汉430072 [4]武汉工程大学管理学院,湖北武汉430072

出　　处：《情报理论与实践》2022年第6期106-113,共8页Information Studies:Theory & Application

基　　金：国家社会科学基金重大项目“构建中国话语权的评价科学理论、方法与应用体系研究”的成果之一,项目编号:18ZDA325。

摘　　要：[目的/意义]文章跟据影响力定义融入信息受众情感特征指标构建了高校新媒体影响力评价指标体系,扩展了传统影响力评价体系,突出了以信息受众的情感与行为表现作为高校新媒体影响力的核心评价目标。[方法/过程]以118个高校官方微博为例,对高校微博影响力评价的情感表征指标和行为表征指标进行处理与量化,并结合主成分分析与因子分析进行评价实证。[结果/结论]情感表征与行为表征得分之间具有明显差异,情感指标为高校新媒体影响力评价提供了更细粒度的参考单元。因子得分指出高校微博影响力得分整体差距较大,大部分集中在低数值区域;采用层次聚类法以情感特征和行为特征进行聚类可以将高校微博分为4种类型。[Purpose/significance]According to the definition of influence,this paper constructs an evaluation index system of Impact Evaluation of University New Media,which expands the traditional system of influence evaluation,and highlights emo-tional and behavioral performance of information audiences.[Method/process]Taking official microblogs of 118 universities as ex-amples,this paper quantifies the emotional and behavioral indicators,and conducts an empirical evaluation by combining principal component analysis and factor analysis.[Result/conclusion]There is a significant difference between the score of emotional repre-sentation and behavioral representation.The emotional factor provides a more fine-grained reference unit for the impact evaluation of University New Media.Factor analysis indicates that there is a big difference in the overall score of Weibo influence of 118 universi-ties,most of which are concentrated in the low value area.According to the emotional characteristics and behavioral characteristics,118 university microblogs can be divided into four categories.

关 键 词：高校新媒体 微博 影响力评价 情感特征 实证研究 

分 类 号：G206[文化科学—传播学] G649.2G353.1