基于双路径模型的网络舆情在社交网络上的传播机制研究

发布时间：2018-03-21 09:15

本文选题：网络舆情　切入点：信息质量　出处：《情报科学》2017年06期 　论文类型：期刊论文

【摘要】：【目的/意义】在网络舆情传播的过程中,网民、媒体、政府等主体扮演了相当重要的角色。【方法/过程】本文将舆情信息质量看作二阶反映式变量,在此基础上构建了受众的舆情传播行为影响因素双路径模型,利用PLS结构方程建模对问卷调查数据进行了分析,研究了作为中枢路径的舆情信息质量及作为边缘路径的媒体干预和政府引导如何影响受众的态度,以及受众的态度如何进一步影响受众的舆情传播行为,并结合舆情传播过程中主要影响因素的研究结果,分析了社交网络上网络舆情的传播机制。【结果/结论】研究结果表明,媒体干预加速网络舆情的扩散,政府引导则能起到平息舆情或引导舆情良性发展的作用。
[Abstract]:[objective / significance] in the process of network public opinion dissemination, Internet users, media, government and other subjects have played a very important role. [method / process] this paper regards the quality of public opinion information as a second-order reflecting variable. On this basis, the dual path model of the influencing factors of the public opinion communication behavior of the audience is constructed, and the questionnaire data are analyzed by using the PLS structure equation model. This paper studies how the information quality of public opinion as a central path, media intervention and government guidance as a marginal path affect the attitude of the audience, and how the attitude of the audience further affects the public opinion communication behavior of the audience. Combined with the research results of the main influencing factors in the process of public opinion dissemination, this paper analyzes the communication mechanism of network public opinion on social network. [results / conclusions] the results show that media intervention accelerates the spread of network public opinion. Government guidance can play a role in appeasing public opinion or guiding the sound development of public opinion.
【作者单位】：南昌大学管理学院;
【基金】：国家自然科学基金项目(71663038)
【分类号】：G206;TP393.09

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