Research On The Characteristics Of Media Communication Based On Social Network Analysis

Information on the platform of micro-blog disseminates primarily through social ties.Based on the relations among micro-blog media,such as forwarding,information dissemination network forms,whose structure determines the effectiveness of information dissemination.Social Network Analysis is employed to explore the characteristics of media dissemination,identify the key media nodes and analyze characteristics of public opinion information dissemination under the effect of media communication.The research states the existing research results from three aspects,namely,public opinion information dissemination under network perspective,media in the process of public opinion information dissemination and Social Network Analysis.Based on the literature review,we introduce related theories of social network analysis.In order to get more universal and scientific conclusions,we take the public opinion event of FuXi Meat and the public opinion events throughout 2014 as research cases,which are used to analyze the media cooperation network from network structure and network location.Among them,network structure analysis includes the overall network structure and condensing subgroup analysis,while network location analysis includes individual position analysis and position of subgroup analysis.The result indicates that(1)media cooperation network's structure is sparse,scale-free and complex,which is composed of several subgroups.(2)Media capability of disseminating information is closely related to its professionalism,authority and participation.A small number of media can affect the stability of the network and promote the rapid dissemination of public opinion on a wide range of public opinion,such as paper media like ‘CCTV News',‘People's Daily',and multi-media micro-blog.(3)In the media cooperation network of food safety public opinion,the subgroup structure is not equivalent,and its inner distribution of media is regional.We can guide the food safety public opinion to the benign direction by intervening the network structure and monitoring the key nodes and subgroup.The research focuses on media and introduces theory of cooperative network to study network media cooperation,which enriches the related research.