微博舆情利益相关者的分类及行为动因研究

发布时间：2018-01-03 02:23

本文关键词：微博舆情利益相关者的分类及行为动因研究　出处：《南京大学》2014年博士论文　论文类型：学位论文

【摘要】：微博于2009年正式进入中国民众的视野。由于微博具有操作简易、碎片化写作、多媒体亲和性、跨平台、和“多对多”的信息传播等特点,在短短几年时间内吸引了大量用户。目前,越来越多的用户、机构及公众人物选择通过微博来发布或传播信息。中国正处在社会转型期,社会面临政治、经济、人口、生态等多种风险,民众缺乏畅通的利益诉求渠道。因此,微博平台已经成为中国舆情事件曝光的首选平台。微博舆情是个人或者各种社会群体、组织,通过微博的渠道,对自己关心或与自身(既得或者潜在)利益紧密相关的某一事件或者某一社会问题所表现出的有影响力的言论或意见,是多种情绪、态度和意见的总和。微博舆情的发展受到多方舆情参与者行动的影响,因此,如何有针对性地引导和管理微博舆情,已成为微博舆情研究的一个重要命题。本文基于利益相关者理论,从微博舆情参与者入手,界定微博舆情利益相关者,在利益相关者分类的基础上,进一步研究各利益相关者的行为动因,据此提出微博舆情利益相关者自律规范建议,为微博舆情引导提供相应的依据。通过对国内外网络舆情研究进展的考察,主要对微博舆情的参与主体、主体的行为动因和舆情信息传播进行了梳理,发现微博舆情是微博系统内外多主体共同作用的结果,已有研究中对微博舆情传播主体的识别和分类没有形成一个主流模式,而且对主体的行为动因挖掘深度不足,缺乏个体层面的动因分析,因此也缺乏规范的理论指导,这直接影响了微博舆情引导和管理机制的设计和实施效果。因此,为了弥补微博舆情现有研究的不足,本研究主要包括三部分,第一部分是从利益相关者的视角出发研究微博舆情的利益相关者有哪些?利益相关者削符征位属性在傲博与情友展的不同阶段是否具有差异性；第二部分从利益相关者的行为视角研究,究竟有哪些因素影响利益相关者的态度和观点,哪些因素促使利益相关者参与舆情的具体传播行为；第三部分从利益相关者的视角,如何针对微博舆情发展阶段的多方参与主体,从自我约束和管理的角度提出自律规范建议,从而更好的引导微博舆情。第一部分的研究基于利益相关者的视角,从利益相关者主体的界定和利益相关者的分类展开研究。首先我们运用专家评分法界定微博舆情利益相关者有哪些,然后通过假设验证的方式提出微博舆情利益相关者属性的相关假设,涉及利益相关者在不同属性上是否存在特征差异、属性在微博舆情发展不同阶段排序上是否具有差异性。最后通过数据分析对提出的假设进行验证,并构建了微博舆情利益相关者分类模型。第二部分是在文献回顾和微博舆情利益相关者分类的基础上,从扎根理论研究方法出发,选取典型微博舆情事件对不同利益相关者进行访谈,对访谈素材和资料进行整理分析,通过编码、归类等方式抽取出在各类利益相关者在微博舆情发展不同阶段的使用动因。研究结果表明不同的利益相关者主体在微博舆情中的微博使用动因存在显著不同,同时,在不同阶段,这些主体的行为特征和动因也存在差异。第三部分是在对微博舆情发展不同阶段的微博舆情利益相关者分类的基础上,结合微博舆情利益相关者的行为动因研究,提出了针对微博舆情利益相关者的自律规范建议,即政府、媒体和微博用户的自律规范建议。本文的贡献主要包括以下几个方面：(1)界定了微博舆情的利益相关者,构建了微博舆情不同发展阶段的利益相关者分类模型。(2)构建了微博舆情动因的理论整合模型,分阶段、分用户类型对微博的使用行为和动因进行了详细分析。(3)在理论上拓宽了利益相关者的研究领域,完善了微博舆情利益相关者的行为动因研究,同时也为政府的微博舆情管理从实践上提供了具有针对性的引导阳管理对策,从而提高政府对于微博舆情的引导和管理能力。本文的不足之处在于： (1)微博舆情利益相关者分类的研究中对于调查问卷的样本量有待于增大,利益相关者的属性研究有待于进一步丰富。(2)微博舆情利益相关者的行为动因模型还有待于通过大规模调查问卷的方式丰富和确认。(3)微博舆情事件无法一一还原事件的发展阶段,被访者对于舆情发展阶段的划分具有一定主观性。
[Abstract]:Micro-blog officially entered the Chinese people's view on 2009. Because micro-blog has simple operation, fragmented writing, multimedia compatibility, cross platform, and "many to many" information dissemination characteristics, within a few years attracted a large number of users. At present, more and more users, organizations and public figures to release or the dissemination of information through micro-blog. China is in the social transition period, facing society politics, economy, population, ecological and other risks, the lack of clear public interest demands channels. Therefore, the micro-blog platform has become the platform of choice for Chinese public opinion event exposure.
Micro-blog is a personal or public opinion of various social groups, organizations, through micro-blog's channels of their own interest or with their own (existing or potential) closely related to the interests of an event or a social problem exhibited by influential comments or opinions, is the sum of a variety of emotions, attitudes and opinions of the public opinion. The development of micro-blog the affected player's actions so many public opinion, how to guide public opinion and management of micro-blog, micro-blog has become an important topic of public opinion research. Based on stakeholder theory, starting from the micro-blog public opinion participants, the definition of public opinion micro-blog stakeholders, based on the classification of stakeholders. Further research on the behavior motivation of stakeholders, proposed micro-blog stakeholders public opinion self-regulation suggestions, provide the basis for micro-blog to guide public opinion.
Through reviewing the research progress of network public opinion at home and abroad, the main body participation in the micro-blog public opinion, the main reason and behavior of public opinion propagation carried out and found that micro-blog micro-blog system inside and outside the main public opinion is the result of joint action, the existing research in the identification and classification of micro-blog public opinion dissemination main body does not form a mainstream model the main motive of behavior and mining depth of the problem, lack of motivation of the individual level, so the lack of theoretical guidance norms, which directly affects the design of the micro-blog public opinion guidance and management mechanism and implementation effect. Therefore, in order to compensate for the lack of micro-blog public opinion of existing research, this study mainly includes three parts, the first part is what a study of micro-blog public opinion from the perspective of stakeholders stakeholders? Stakeholders cut character attributes in different order a syndrome and emotion Aobo development Whether has the difference; the second part from the perspective of behavior of stakeholders, what are the factors affecting the attitudes of stakeholders and point of view, what factors lead to the specific communication behavior of stakeholders in the public opinion; the third part from the perspective of stakeholders, according to micro-blog public opinion development stage of the participation subject, put forward the self regulation of self-restraint and suggestions from the management perspective, micro-blog guide public opinion so as to better.
The first part of the study based on the perspective of stakeholders, and carries out the research on the classification of stakeholders and the definition of the main stakeholders. What are we using expert scoring method to define the public opinion of micro-blog stakeholders, and then through the hypothesis testing method puts forward the hypothesis of micro-blog public opinion stakeholder attributes, involving stakeholders there are differences in different property, property development in the micro-blog public opinion whether has the difference in different stages. Finally, sorting through data analysis to verify the assumptions and construct a classification model of micro-blog public opinion of stakeholders.
The second part is on the basis of literature review and classification of micro-blog public opinion of the stakeholders, starting from the grounded theory research method, the typical micro-blog public opinion events on different stakeholders were interviewed and analyzed by encoding the interview materials and information, the classification method to extract in all kinds of stakeholders in the development of public opinion using micro-blog the reasons for different stages. The results show that different stakeholders in the public opinion in the reason of using micro-blog micro-blog is different, there are significant at the same time, in different stages, characteristics and reasons of these subjects are also different.
The third part is based on the micro-blog public opinion classification of stakeholders in different stages of the development of public opinion on micro-blog, based on micro-blog public opinion behavior motivation of stakeholders, is proposed for the micro-blog public opinion stakeholder self-regulation proposal, namely the government, media and micro-blog users self-discipline norms suggestions.
The main contributions of this dissertation include the following aspects: (1) defines the stakeholders micro-blog public opinion, build a classification model of micro-blog public opinion in different stages of development stakeholders. (2) the construction of the integrated model, the theory of micro-blog public opinion in stages using motivation, behavior and motivation of the micro-blog user types in detail (3) analysis. In theory, broaden the research fields of stakeholders, improve the research of behavior motivation of micro-blog public opinion of stakeholders, but also for the micro-blog government public opinion management provides a guide for Yang management countermeasures from the practice, so as to improve the government guidance and management of micro-blog public opinion.
The shortcomings of this paper are as follows:
(1) for the questionnaire sample classification of public opinion micro-blog stakeholders need to be increased, research on the attribute of stakeholders need to be further enriched. (2) the behavior motivation model of micro-blog public opinion of stakeholders needs through large-scale questionnaire way rich and confirmed. (3) micro-blog public opinion the event cannot restore one development stage of the event, the respondents have certain subjectivity for the division of public opinion development stage.

【学位授予单位】：南京大学
【学位级别】：博士
【学位授予年份】：2014
【分类号】：G206

【参考文献】