Health Media Weibo Influence Research Based On Social Network Analysis

Weibo is an emerging media since 2010, which attracted attention of scholars in fields. The weibo, as the representative of the Internet technology evolution, has great impact on traditional news industry, as a result, many traditional media move towards the transformation road. At the same time the research on weibo influence is becoming a hot topic in communication research field.Health communication research is becoming popular in recent ten years abroad. Health media is working as the bridge between medical and society, and the research on lifting mechanism and operation characteristics of health media influence has far-reaching significance for promoting the development of health communication in China.This background leads to the theme of this study: health media weibo influence research. This paper uses the social network analysis method and content analysis method, respectively, to construct health media weibo influence from two aspects the structure and content, in order to discuss: firstly, does social network structure have impact on a healthy media weibo influence construction, if yes, what is the impact; secondly, what effect the content of the weibo has on the building of health media weibo influence, what kind of content is more popular in weibo users; thirdly, in weibo influence construction, what relationship between the structure and the content, "synergy" or "checks and balances" ?With these three problems, this paper not only studies the relationship between members of the network and individual locations in the network, but also does comparative analysis to the content of the Healthy Times and Life Times weibo, exploring the factors influencing the construction weibo influence from the multi angle, multi aspect.The results show that:First, the important function of network structure in the health media weibo influence construction. It is the media line of virtual networks, and online on the expansion and extension. Media as a node in the network, the degree of the position in the network and network relationships affect the influence of ascension. Reasonable layout and use of network structure is the key to enhance the influence of the weibo.Second, the content is the core and base in the influence construction. The weibo content production should be oriented to the audience, should satisfy the new media users’ appetite and face the reality that the users are younger in general. The content should not be the same with the traditional media content.Third, resources is the key power to integrate structure and content, for content and structure can not make a difference "alone". Not only the effective use of resources, a central node played in the network advantage on the basis of good operation, can truly make health media influence continued to improve in the weibo.