基于fsQCA的事件信息跨平台传播效果影响因素研究  

Using fsQCA to Explore the Influencing Factors of Cross-platform Dissemination of Event Information

作　　者：王芳[1,2] 董绮梦[3] Wang Fang;Dong Qimeng(Department of Information Resources Management of Business School,Nankai University,Tianjin 300071;Center for Network Society Governance,Nankai University,Tianjin 300071;Archives of the Emergency Management Department,Beijing 100013)

机构地区：[1]南开大学商学院信息资源管理系,天津300071 [2]南开大学网络社会治理研究中心,天津300071 [3]应急管理部档案馆,北京100013

出　　处：《情报理论与实践》2024年第10期94-106,共13页Information Studies:Theory & Application

基　　金：国家社会科学基金重大项目“基于数据共享与知识复用的数字政府智能化治理研究”的成果,项目编号:20ZDA039。

摘　　要：[目的/意义]当前,网络媒体已经成为信息传播的主要渠道。探究事件信息跨平台传播的影响因素对于增强信息传播效果具有重要意义。[方法/过程]文章基于多案例研究提炼出一般性事件的信息跨平台传播模式,旨在为信息发布者优化传播策略、有效应对网络舆情提供理论参考。结合场域理论和假设性新闻图式结构提出事件信息场域,基于注意力分配理论、两级传播理论等构建事件信息跨平台传播影响因素框架,并运用fsQCA方法对30个案例在高覆盖平台数、低覆盖平台数、高传播热度和低传播热度4个结果下的条件组态进行了分析。[结果/结论]发现环境热度是事件信息跨平台传播的关键驱动因素,意见领袖在拓宽传播广度和提高传播热度中发挥重要作用,较少的情节反转有助于控制事件信息跨平台传播效果。非环境热度(反向测量)和非情节反转是低覆盖平台数和低传播热度的必要条件。对于正面事件的信息传播可从避开重大热点事件、营造复杂情节设置、细化传播策略等方面加以改善,对于负面事件可从提高环境热度、实施缓和的情感动员策略、及时回应避免谣言等方面进行干预,避免造成舆情和不良社会影响。[Purpose/significance]Currently,online media has become the main channel for information dissemination.Exploring the influencing factors of cross platform dissemination of event information is of great significance for improving the effectiveness of communication.[Method/process]This study constructs a general mode for cross platform dissemination of event information based on multi case analysis,aiming to provide theoretical reference for information publishers to optimize dissemination strategies and effectively respond to online public opinion.By combining field theory and hypothetical news schema structure,an event information field framework is proposed.Based on attention allocation theory,two-level communication theory,and other theories,a framework of factors affecting the cross-platform dissemination effect of event information is constructed.The fsQCA method is used to analyze the condition configurations of four results of 30 cases:high and low platform coverage,and high and low dissemination heat.[Result/conclusion]Environmental heat is a key driving factor for cross platform dissemination of event information,opinion leaders play an important role in expanding dissemination breadth and increasing dissemination heat,and less plot reversal helps to control the effectiveness of dissemination.Non environmental heat(Reverse measurement)and non-plot reversal are necessary conditions for low platform coverage and low dissemination heat.This study proposes that the information dissemination of positive events can be improved by avoiding major hot events,creating complex plot settings,and refining communication strategies.For negative events,interventions can be made by increasing environmental heat,implementing soothing emotional mobilization strategies,and responding promptly to avoid rumors,so as to avoid causing overheated public opinion and negative social impact.

关 键 词：事件信息 跨平台传播 定性比较分析 影响因素 模糊集定性比较分析 

分 类 号：G206[文化科学—传播学] C912.63[经济管理]