商务传媒学院知识库

  在时空断裂、时空压缩和时空非线性的互联网时代，信息传播网被充分压缩在“六度分割”之内，媒介技术的进步、网络关系的不断再造与重构、信息传播轨迹的愈加复杂都使得舆情监测和管理的难度越来越高，不论是落实国家方针政策还是进行专业领域学术研究，都有必要进一步对网络舆情传播机制与过程进行阐述与分析，以更好实现舆情的监测与管理。

  本文通过对社交平台的对比与微博平台的分析，在平台上选取了微博，作为本文的数据来源；对微博当中各种建构社交关系的方式进行对比，选取了话题链接的方式作为本文社交关系的建构基础。对“阿里女员工事件”的特征及其发展路径进行分析之后，以事件演化路径和基于5w的信息传播路径相结合的方式构建出舆情演化模型，再用演化博弈模型对舆情演化过程进行分析。接着以网络数据分析的方式就传播者—博主、传播内容—博文、传播效果—评论情感三部分进行模型验证与舆情演化因素的分析。

  经过研究能够得出舆情演化过程中如用户固有身份和先天倾向性、各领域媒体高度互动、公检法对案件进展的及时公布、官方媒体与个人媒体舆论的充分参与等的舆情演化推动因素，针对其中存在的问题以相应的传播学理论与实践相结合的方法提出应对策略，以期望通过建构合理的网络舆情分析模型，在微观层面实现对网络舆情乃至社会舆情的多元治理。

    In the Internet era of time-space rupture, time-space compression and time-space nonlinearity, the information dissemination network is fully compressed within the "six degrees of division". It makes the monitoring and management of public opinion more and more difficult. Whether it is to implement national policies or conduct academic research in professional fields, it is necessary to further elaborate and analyze the mechanism and process of network public opinion dissemination, so as to better realize the monitoring and management of public opinion.

    Through the comparison of social platforms and the analysis of Weibo platform, this paper selects Weibo on the platform as the data source of this paper; compares various ways of constructing social relations in Weibo, and selects the way of topic links as this paper The building blocks of social relationships. After analyzing the characteristics and development path of the "Ali female employee incident", a public opinion evolution model is constructed by combining the event evolution path and the 5w-based information dissemination path, and then the evolutionary game model is used to analyze the evolution process of public opinion. Then, by means of network data analysis, model verification and analysis of public opinion evolution factors are carried out for three parts: communicator-blogger, communication content-blog post, communication effect-comment emotion.

   After research, it can be concluded that in the process of public opinion evolution, such as the inherent identities and innate tendencies of users, the high interaction of media in various fields, the timely announcement of the progress of the case by the public security law, and the full participation of official media and personal media public opinion. To solve the existing problems, we propose coping strategies by combining the corresponding communication theory and practice. It is expected that by constructing a reasonable network public opinion analysis model, the multi-dimensional governance of network public opinion and even social public opinion will be realized at the micro level.