商务传媒学院知识库

本研究以社会性别理论作为理论视角，关注2018至2023年间新浪微博平台三八国际妇女节的传播演变，采用质性和量化方法相结合对妇女节相关微博传播内容进行深入分析，探讨演变背后的多重因素及所带来的整体影响。

首先，在质性探索阶段，运用扎根理论对妇女节微博及相应评论的文本内容进行剖析，探讨三八妇女节性别表达演变的成因，分析不同传播者的内容特点及性别表达特点。其次，在量化探索阶段，通过数据分析对妇女节历年微博热门话题词的演变进行研究，揭示话题词及其情感倾向的变化趋势。最后辅之以语义分析，关注妇女节微博图片的传播意义，解析图片在性别话题传播中的角色和影响。并对国际妇女节整体传播内容演变进行整合，揭示国际妇女节新浪微博传播内容随时间变化的主要趋势和影响。

本研究深入分析影响妇女节传播内容演变的因素，有助于理解社交媒体中性别表达的内涵，进而理解性别话题在数字时代网络传播中的重要意义。研究发现社交媒体平台上的性别话题展示了多元化和深入性的增加，妇女节传播内容不仅反映了社会对性别角色和女性地位的不断变化和重新评价，而且揭示了网络传播中性别话题呈现方式的演变。这种演变受到社会文化、经济、政策，以及用户个体的共同影响，并与平台特有的技术规则紧密相连，用户个体在参与推动性别议题发展、塑造公众认知方面起到了关键作用。本研究为相关性别传播研究提供了理论和实践上的参考，为实践中改善和优化性别相关信息的传播提供了较为有价值的建议。

Using gender theory as a theoretical perspective, this study focuses on the communication evolution of International Women's Day on Sina Weibo platform between 2018 and 2023, and adopts a combination of qualitative and quantitative methods to conduct an in-depth analysis of the communication content of microblogs related to Women's Day, exploring the multiple factors behind the evolution and the overall impact brought about by it.

Firstly, in the qualitative exploration stage, the textual content of women's day microblogs and the corresponding comments are analysed using rootedness theory to explore the causes of the evolution of gender expression on 8 March, and to analyse the content characteristics and gender expression characteristics of different communicators. Secondly, in the quantitative exploration stage, the evolution of popular topic words in microblogs on Women's Day over the years is studied through data analysis, revealing the trend of topic words and their emotional tendencies. Finally, semantic analyses are used to focus on the communication significance of microblog pictures on Women's Day, and to analyse the role and influence of pictures in the communication of gender topics. The study also integrates the evolution of the communication content of International Women's Day, revealing the main trends and influences of the communication content of Sina Weibo on International Women's Day over time.

This study analyses in depth the factors affecting the evolution of communication content on Women's Day, which helps to understand the connotation of gender expression in social media, and then the importance of gender topics in online communication in the digital age. The study finds that gender topics on social media platforms demonstrate an increase in diversity and depth, and that the content of Women's Day communication not only reflects society's changing and reevaluating gender roles and women's status, but also reveals the evolution of the way gender topics are presented in online communication. This evolution is jointly influenced by socio-cultural, economic, and policy influences, as well as individual users, and is closely linked to platform-specific technological rules, with individual users playing a key role in participating in driving the development of gender topics and shaping public perceptions. This study provides theoretical and practical references for gender communication research, and offers valuable suggestions for improving and optimising the communication of gender-related information in practice.