商务传媒学院知识库

    随着互联网和大数据技术的快速发展和广泛应用，新媒体网络平台给公众的生活交流方式带来了巨大的改变，但由此不断增多各种矛盾的同时，各类社会事件也在逐步上升。微博的社交传播特性使其成为最具影响力的社交平台之一，各类热点事件层出不穷，所产生的网络舆情复杂且多变。社会热点事件类网络舆情一般具有突发性和复杂性，舆情扩散速度更快、用户参与性更高，掌握网络舆情传播的规律特征和内在结构，对我国社会转型期对维护社会稳定和舆论安全具有重要的实践意义。
    本文首先对国内外网络舆情、社会网络分析研究现状以及相关理论进行了梳理，总结归纳了当前网络舆情传播研究的特点与不足。其次以“唐山烧烤店打人事件”为案例，搜集网络数据并基于社会网络分析与 Ucinet 软件，构建社群关系网络和二值关系矩阵。再次对密度、中心性、凝聚子群等指标进行研究。分析微观层面上的网络舆情传播过程，及此事件的舆情网络结构和节点的位置及影响能力，识别出社会网络中的关键节点和社群内部构建。根据生命周期理论分析萌芽期、爆发期、持续期和长尾期四个阶段的传播，运用文本分析法研究不同阶段网络用户的言语特点与情感走向。分析宏观层面上的网络舆情传播过程及事件的演化过程，发掘出热点舆情事件的整体走向和网络用户中的情感变化。
    最后研究结果表明，事件中的关键节点扮演着重要的角色，其对舆情信息传播具有重大影响；网络舆情传播的网络结构内部特征影响着舆情的传播和演化；此事件舆情网络的节点间连接度较高，交互度偏低存在小世界效应；网络舆情传播中的群体极化现象对舆情的形成和传播具有显著的作用。本文在结合热点事件网络舆情各参与主体间的关系与对影响各参与主体行为的主要因素进行调控的基础上，从官方政府管控能力、网络用户自律他律建设和改善舆论环境的角度分别提出启示与建议,为相关管理部门在舆情治理和引导方面提供了辅助建议和启示依据。

The rapid development and wide application of Internet technology has 
changed tremendously the way we manege our lives, and communicate with each other, which leads to increasing types of conflicts and rising trend of various social events. Social media platform Weibo features itself with social 
communication and has made itself one of the most influential social platforms, 
on which various emerging hot events prompt complicated and volatile network 
public opinion. Therefore, learning laws and network structures of network public opinion can be of real significance in practice in maintaining social stability and public opinion security during the transitional period in China. First, the paper reviews the current research status of network public opinion and social network analysis as well as the related theory, it summarizes the characteristics and defects of the current research on network public opinion communication. Second, a case study of assault in Tangshan city is used to collects network data and constructing community relationship network and binary relationship matrix, that is based on social network analysis and Ucinet software. Third, the paper has made an analysis on the indicators of density, centrality and cohesive subgroups, and a study on communication of its different features and emotional trends in the four stages of germination period, outbreak period, duration period and long tail period on the ground of life-cycle of project Theory. And finally, process studies on network public opinion communication and its structure features are ongoing to identify the internal structure and potential connection of the key participants in network public opinion that reveal the characteristics and the laws of network public opinion communication. Based on the studies on the relationship between the participants in network public opinion communication of hot events as well as the regulation of influence factors of the participants’ behavior, inspirations and suggestions are proposed respectively from three perspectives of government, internet population and public opinion environment that can provide a theoretical reference for the strategies relating to guidance on network public opinion.