政务微博治理网络谣言的效果分析与对策研究
发布时间：2019-06-06 12:54
【摘要】：社交媒体强大的传播功能使得谣言的传播速度更快、波及范围更广,网络谣言的肆意传播给人们的生活和社会的安定造成了恶劣影响。政府作为公共事业管理的核心主体,肩负着社会管理的主要职责,对网络谣言的治理有着义不容辞的责任。政务微博作为政府发声的重要平台,被广泛应用于网络谣言治理中,因而知晓政务微博的实际辟谣效果及其主要影响因素对政府更有效治理网络谣言至关重要。首先,在梳理文献的基础上了解国内外相关研究现状,明确本研究的侧重点和创新点;对研究涉及的几个重要概念——谣言、网络谣言、政务微博、微博信息效果进行界定,使研究对象和问题更加明确;对信息不对称理论、公共治理理论以及5W理论进行阐述,形成本文的理论基础,并在此基础上进行研究假设和构建研究模型。其次,利用八爪鱼采集器采集影响力排名前十的政务微博中所有辟谣微博正文相关资料和所有评论内容以及评论者个人资料。经过处理,最终得到有效辟谣微博724条,评论内容140647条,评论者相关信息75847条。再次,从传播者和受众两个不同视角展开实证分析。从传播者角度主要探讨政务微博治理网络谣言的传播效果及其影响因素,结果发现:平均转发数和平均评论数不高,传播效果有待提高;谣言类型、辟谣方式、是否为原创、图片数量、是否有@符号对转发数有显著影响;谣言类型、情感程度、辟谣方式、是否为原创、内容长度对评论数有显著影响。从受众角度分析发现:评论用户对政务辟谣微博表现出不同的情感倾向,其中,中性情感倾向用户比重最小,消极情感用户和积极情感用户占比较为均衡,积极情感比重略高;内容特征变量、文本特征变量、用户特征变量均对用户情感倾向有显著影响,但影响方式各有不同。最后,为提高政务微博治理网络谣言效果,分别从政务微博发展概况、政务微博传播效果、情感倾向分析三个方面有针对性提出对策与建议。
[Abstract]:The powerful spreading function of social media makes the spread of rumors faster and wider, and the wanton spread of online rumors has a bad impact on people's life and social stability. As the core subject of public utility management, the government shoulders the main responsibility of social management and has an unshirkable responsibility for the governance of network rumors. Government Weibo, as an important platform for government voice, is widely used in the governance of online rumors, so it is very important for the government to manage online rumors more effectively by knowing the actual dispel effect of government Weibo and its main influencing factors. First of all, on the basis of combing the literature to understand the relevant research status at home and abroad, clear the focus and innovation of this study; This paper defines several important concepts involved in the study, such as rumors, network rumors, government Weibo and Weibo information effects, so that the research objects and problems are more clear. This paper expounds the theory of information asymmetry, the theory of public governance and the theory of 5W, and forms the theoretical basis of this paper, and on this basis, carries on the research hypothesis and constructs the research model. Secondly, the octopus collector is used to collect all the relevant information, all the comments and the personal data of the reviewers in the top 10 government Weibo. After processing, we finally got 724 articles of Weibo, 140647 articles of comments and 75847 articles of relevant information of commentators. Thirdly, the empirical analysis is carried out from two different perspectives: communicator and audience. From the point of view of communicators, this paper mainly discusses the spreading effect and influencing factors of government Weibo governance network rumors. The results show that the average number of forwarding and the average number of comments are not high, and the communication effect needs to be improved. The type of rumor, the way of refuting rumors, whether it is original, the number of pictures, whether there is @ symbol has a significant impact on the number of retweets; the type of rumor, the degree of emotion, the way of refuting rumors, whether or not it is original, the length of content has a significant impact on the number of comments. From the perspective of the audience, it is found that the critical users show different emotional tendencies towards Weibo, among which the proportion of users with neutral emotional tendencies is the smallest, the proportion of negative emotional users and positive emotional users is balanced, and the proportion of positive emotions is slightly higher. Content feature variables, text feature variables and user feature variables all have significant effects on the emotional tendency of users, but the ways of influence are different. Finally, in order to improve the rumour effect of government Weibo governance network, this paper puts forward some countermeasures and suggestions from three aspects: the general situation of government Weibo development, the communication effect of government Weibo and the analysis of emotional tendency.
【学位授予单位】：华中农业大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：D63
[Abstract]:The powerful spreading function of social media makes the spread of rumors faster and wider, and the wanton spread of online rumors has a bad impact on people's life and social stability. As the core subject of public utility management, the government shoulders the main responsibility of social management and has an unshirkable responsibility for the governance of network rumors. Government Weibo, as an important platform for government voice, is widely used in the governance of online rumors, so it is very important for the government to manage online rumors more effectively by knowing the actual dispel effect of government Weibo and its main influencing factors. First of all, on the basis of combing the literature to understand the relevant research status at home and abroad, clear the focus and innovation of this study; This paper defines several important concepts involved in the study, such as rumors, network rumors, government Weibo and Weibo information effects, so that the research objects and problems are more clear. This paper expounds the theory of information asymmetry, the theory of public governance and the theory of 5W, and forms the theoretical basis of this paper, and on this basis, carries on the research hypothesis and constructs the research model. Secondly, the octopus collector is used to collect all the relevant information, all the comments and the personal data of the reviewers in the top 10 government Weibo. After processing, we finally got 724 articles of Weibo, 140647 articles of comments and 75847 articles of relevant information of commentators. Thirdly, the empirical analysis is carried out from two different perspectives: communicator and audience. From the point of view of communicators, this paper mainly discusses the spreading effect and influencing factors of government Weibo governance network rumors. The results show that the average number of forwarding and the average number of comments are not high, and the communication effect needs to be improved. The type of rumor, the way of refuting rumors, whether it is original, the number of pictures, whether there is @ symbol has a significant impact on the number of retweets; the type of rumor, the degree of emotion, the way of refuting rumors, whether or not it is original, the length of content has a significant impact on the number of comments. From the perspective of the audience, it is found that the critical users show different emotional tendencies towards Weibo, among which the proportion of users with neutral emotional tendencies is the smallest, the proportion of negative emotional users and positive emotional users is balanced, and the proportion of positive emotions is slightly higher. Content feature variables, text feature variables and user feature variables all have significant effects on the emotional tendency of users, but the ways of influence are different. Finally, in order to improve the rumour effect of government Weibo governance network, this paper puts forward some countermeasures and suggestions from three aspects: the general situation of government Weibo development, the communication effect of government Weibo and the analysis of emotional tendency.
【学位授予单位】：华中农业大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：D63
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