社交网络意见领袖“标准化”效应与路径——基于新浪微博的用户样本分析  

The Effect and Path of “Standardization” of Social Media Opinion Leaders: Analysis on Users Based on Sina Weibo

作　　者：徐翔 XU Xiang(Tongji University)

机构地区：[1]同济大学艺术与传媒学院 [2]同济大学中国特色社会主义理论研究中心

出　　处：《华中科技大学学报（社会科学版）》2023年第2期108-118,共11页Journal of Huazhong University of Science and Technology(Social Science Edition)

基　　金：上海市“科技创新行动计划”软科学研究项目“从各有所好到共同牢笼:推荐算法平台公共信息茧房形成机理与调控策略”(23692110600)。

摘　　要：当前在社会化媒体与自媒体“人人时代”强势崛起、网络海量信息过载、用户生产内容多样化、网络“巴尔干化”盛行背景下,对社交网络内容生产中的意见领袖是否趋于相似化乃至“标准化”的问题,学界缺乏足够理论关注和系统实证。结合新浪微博样本,本文使用潜在语义分析和用户相似度计算、统计检验、路径分析等方法,探讨社交网络意见领袖“标准化”现象与路径。新浪微博用户随着意见领袖程度提高、粉丝规模增大,表现出去独特性的“全局标准化”,以及与之关联的“趋顶标准化”和“邻域标准化”演变。这几种“标准化”不是相互独立或冲突的,而是有着内在作用结构、同步性过程。高影响力的意见领袖用户并非彼此分化,而是加强着社交网络共同体的内容封闭性,显现出在“个体信息茧房”之外存在尚深思不足的“社会信息茧房”风险,在社交网络多样化、高可达度的公共领域中潜藏着走向趋同的异化逻辑。Under the background of the strong rise of social media and we media in the era of “everyone”, the overload of massive network information, the diversification of user generated content, and the prevalence of network “balkanization”, the problem of whether opinion leaders tend to be similar or even “standardized” in the production of social network content lacks sufficient theoretical attention and systematic empirical research. In combination with Sina Weibo samples, latent semantic analysis, user similarity calculation, statistical test, path analysis and other methods are used to explore the phenomenon and path of “standardization” of opinion leaders in social networks. With the increase of the degree of opinion leaders and the scale of fans, Sina Weibo users show more and more “global standardization” that tends to be like all “people” and to be un-unique, as well as the evolution logic of top standardization and neighborhood standardization associated with it. These “standardization” phenomena are not independent or conflicting, but have an internal structure, synchronous process. High-influence opinion leaders do not differentiate, but strengthen the content closure of social network community, showing the risk of “social information cocoon room” that is not fully considered outside the “individual information cocoon room”, and hiding the alienated logic of convergence in the public domain of high diversity and high accessibility of social network.

关 键 词：社交网络 意见领袖 标准化 内容相似度 潜在语义分析 

分 类 号：G206[文化科学—传播学]