Research On Communication Characteristics In Microblog Of Agriculture Based On Social Network Analysis

With the rapid development of Internet and Web2.0, network community becomes an important platform for knowledge sharing. Network community integrates modern network technology into traditional information dissemination, with the stronger function of network community, it turns into an indispensable part of social information dissemination. Microblog becomes one of the most popular network communities with its advantages of dapper content, convenient use, rapid dissemination and wide influence. More and more people choose microblog to exchange information and share knowledge which makes microblog attracts broad attention.Because of the large scale of microblog users, traditional methods for analyzing network structure and users are not applicable, so social network analysis method must be used to reveal the network structure and information dissemination. After summarizing relevant researches and learning basic principles and methods of social network analysis, this thesis adopts social network analysis method and its analysis software Ucinet to study the microblog community.After a comparative analysis, this thesis selects "Agricultural Industry" community from SINA microblog as the study object, collects data by API interfaces."Agricultural Industry" community has totally740members, and this thesis collects the number of their concerning users, fans, comments and so on. The data must be sorted out before building two matrixes respectively according to friendship relationship and exchange relationship.This thesis calculates each index of social network analysis through Ucinet and draws community network diagram via Netdraw. Social network analysis indexes include network density, network distance, degree centrality, betweenness centrality, closeness centrality, cliques, cohesive subgroup density and so on. It compares the indexes in the two networks, analyzes the differences and similarities between them, reveals the characteristic of the whole network and individuals and then reflects the structure and feature of the exchange network.Finally, based on the analysis results in the empirical part, this thesis summarizes the regular patterns and problems in "Agricultural Industry" community, and then proposes a series of recommendations to promote communication and interaction, such as to establish perfect management model, to create favorable atmosphere for exchange, to increase activity of core members, to strengthen exchanges between ordinary members, to reduce factionalism and avoid the concentration of power, which can make the agricultural microblog plays a crucial role in information exchange and knowledge sharing.