A Study On The Generating Mechanism Of Network Power In The Background Of Social Media

With the development of social media,the interactive way of network society and the dissemination of information are gradually enriched.The network power that is rooted in the online society is also changing,especially the generation mechanism of network power.How this kind of change will affect the governance and effect of the network,and how to improve the governance measures based on this influence has become the focus of research.In this study,Luo Er used the WeChat platform to launch a donation for his daughter Luo Yixiao at the end of 2016.The data crawling tool was used to capture most of the research data,the WeChat influence index(WCI)and the social network analysis method are used to respectively quantify the network power indexes of WeChat and micro-blog,the influencing factors of network power are analyzed,and the relationship between network and power structure is visualized.The study found that the generation of social media network power is inseparable from the interactive relationship existing in the network.Through the quantitative analysis of WeChat,Weibo,and Zhihu platforms,we can found the characteristics of social media network power:(1)The isomorphism phenomenon of social media network power is obvious.It is inseparable from the generative elements such as technology,content and relationship.(2)The position of the actors in the social media network determines the configuration of network power,especially the nodes in the center.It is the role of a “public opinion leader” in the network,which makes the social media network “recentralized”.(3)The control of capital also play a decisive role in the generation of social media network power.The types of capital are also diverse,and the attention capital has attracted much attention in the current social media platform.(4)Nowadays,social media marketing has been applied to build the network power.Finally,we put forward the measures to fill the vacuum of personal donation supervision,and some ways to make rational use of network power,such as training public opinion leaders,building a paid content subscription service and so on.