博客网络位置影响力测评研究

【作者】 谢英香；

【导师】 冯锐；

【作者基本信息】 扬州大学 ， 教育技术学， 2010， 硕士

【摘要】 互联网技术发展的同时使得人与人之间知识和情感的来源和表现形式更加多样化。计算机和网络技术的结合创造了虚拟沟通的可能性,从而扩大了人们在互联网上建构社会网络的形式与空间。作为虚拟交际的社会性网络站点的博客(Blog)是Web2.0时代背景下一种以人脉关系网络为依托的新媒体,发展非常迅速,已经吸引了数以亿计的用户。博客的出现与发展给传统的信息传播与人际交流模式带来了革命性冲击,其传播影响力在传媒群落中日益强大,逐渐成为新技术支撑下的主流社会化媒体形态。博客的影响力除与自身属性有关之外,是否还与其在关系网络中的位置有关呢?本课题就此问题进行了初步的探索与研究。本文选取博联社(Blesh)网站的“教师村”、“摄影村”以及“学子村”作为研究对象,应用社会网络分析方法及理论,采取定量研究为主,结合定性研究的方法,对三个由博客构成的虚拟社区中的人际互动关系模式、信息传播方式进行了研究,并运用实证研究方法对博客的影响力是否受虚拟社区的密度、其在虚拟社区中的网络位置以及博客之间的关系类型这三个因素的制约进行了量化的描述和探索。本论文主要内容如下:第一章明确问题来源,介绍研究方法、研究思路、研究内容以及研究意义,界定相关核心概念。第二章详细阐述了社会网络分析研究方法以及本课题中所涉及的理论、数据以及分析技术,并分析了国内外的研究现状。研究发现:目前,虽然博客的巨大影响力已经引起研究者的关注,但是却极少有人涉足此方面的研究。第三章提出了本课题的理论假设及实验方案。本研究认为博客的影响力不仅受限于其所在的虚拟社区的密度以及其在虚拟社区中的网络位置,而且还受博客之间的关系类型的影响。第四至第七章分别运用实证方法以具体案例的形式从网络基本数据、中心性分析、对等性分析、关系类型分析等几个方面对三个研究假设进行了论证。研究发现:(1)博客表面活跃的背后是博客世界互动稀疏甚至断层的现实,高活跃率并没有增强博客之间的互动率以及博客的可见度;虽然博客之间的距离普遍较小,但是依然没有改变虚拟社区互动频率偏低的事实;虚拟社区密度偏低限制了博客信息传播能力的发挥,对其影响力产生了消极作用。(2)各博客的中心性指标不同。点度中心性指数、点度较高的博客在虚拟社区中扮演了“意见领袖”的角色,是万众瞩目的焦点;而中间中心性较高的博客往往较容易控制虚拟社区中的信息传播,甚至有可能垄断虚拟社区中的信息;那些接近中心性指数较高的博客具有较强的独立性,较不容易被控制。另外,虚拟社区的集中性指数较低,这就意味着不存在足以影响整个虚拟社区的博客。(3)虚拟社区中不存在角色相同,也即是影响力完全相同的博客。结构对等性指数相同的博客对整个社区的影响力是相同的,可以互相替代;自同构对等性相同指数的博客可以在不改变子网络结构的前提下互相替代;而规则对等性指数相同的博客对特定群体的影响力是相同的。(4)间接关系在信息传播过程中发挥重要作用,尤其是“结构洞”,这种位置既能够为自身带来积极作用,又能对整个社区的信息传播产生消极作用。第八章对本研究进行了总结,提出了扩大博客影响力的几点策略,最后探讨了本研究的不足之处。更多还原

【Abstract】 With the development of Internet technology, the sources and manifestations of knowledge and emotions between people are becoming more and more diversified. The combination of computer and network technology has created the possibility of virtual communication, which in turn expands the forms and space of social network building on the Internet. As a social network site of virtual communication, Blog is a kind of new media based on the interpersonal relationship network under the background of Web2.0. Blog develops quite fast now and it has attracted hundreds of millions of users. The emergence and development of blog has brought about a revolutionary impact on the traditional models of information dissemination and interpersonal communication. And the influence of its spread is growing increasingly stronger in the media community, so it gradually becomes a mainstream form of social media with the support of new technology. Blog influence is connected with its own nature, but apart from this factor, does it relate to the position in the relationship network? Therefore, this paper does some preliminary explorations and researches on this issue.This paper selects the‘Teachers Village’,‘Photography Village’and‘Students Village’in the website of Blesh as the objects of study, applying the methods and theories of social network analysis, mainly adopting quantitative research method and combining qualitive research method, it studies the models of interpersonal interactive relationship and the forms of information dissemination in three virtual communities which are made up of blogs. Besides, applying empirical research method, it also quantitatively describes and discusses three factors that constraint blog influence, that is the density of virtual community, the network positon of blog in virtual community and the type of relations between bolgs. The main contents of this paper are as follows:Chapter 1 specifies the source of the subject and issue, introduces the methods, the train of thought, the contents and the significance of the study, and defines the core relevant concepts.Chapter 2 describes the research methods of social network analysis in detail and the theories, data and analysis techniques involved in this subject. Meanwhile, this chapter presents the current research status at home and abroad. According to the research, it is found that although the great influence of blog has attracted many researchers now, few people has done research on this area.Chapter 3 provides the theoretical assumptions and the experimental program of this subject. This paper suggests that blog influence is not only limited by the density of virtual community and the network position of blog in virtual community, but also limited by the type of relations between blogs.Applying empirical methods and using some specific cases, Chaper 4 to 7 demonstrate the three theoretical assumptions from several aspects– the basic data of the network, centrality analysis, equivalence analysis, relation type analysis and so on. The research shows that (1) Blog seems to be active surfacely, but the reality is that the interaction between blogs is sparse and even none, and the high activity rate has not increased the interaction rate between blogs and the visibility of blogs; though the distances between blogs are usually small, the fact of low interaction frequency in virtual community still hasn’t changed; and the low density of virtual community limits the ablity of information dissemination of blog, which has a negative impact on blog influence. (2) The centrality index of each blog is different. The blogs with highest centrality index and click-through rate play a role of“opinion leaders”in virtual community, and they are the focuses of public attention; the blogs with intermediate higher centrality often control the information dissemination in virtual community more easily, and they may even monopolize the information in virtual community; while those blogs close to higher centrality index have a strong independence, and they cannot be controlled easily. Moreover, if the centrality index of virtual community is low, then it implies there is no blog that can influence the whole virtual community. (3) There are no blogs that play the same role and have the same influence in virtual community. The blogs with the same structural equivalence index have the same impact on the whole virtual community and thus they can replace each other; on the premise of not changing the structure of sub-networks, the blogs with the same automorphic equivalence index can replace each other; while the blogs with the same regular equivalence index have the same impact on specific groups. (4) Indirect relations play an important role in the process of information dissemination, especially the“structural holes”. This kind of positon can not only have a positive effect on its own, but also has a negative impact on information dissemination in the whole community.Chapter 8 summarizes this study, proposes several strategies of expanding blog influence, and finally discusses the shortcomings of this study.更多还原