The Research On Social Network Structure Of Media Micro-blog

At present,micro-blog has become an important channel for netizens to obtain instant information.Among them,media micro-blog has become an important information publisher and disseminator in micro-blog public opinion field because of its official identity and professional characteristics.And because various types of media microblogs pay close attention to each other and carry out frequent information interaction,the media microblogs have a high degree of influence in microblogging information dissemination,and play an important role.In order to understand the laws and characteristics of information dissemination of media micro-blog,identify the highly influential media micro-blog nodes and types,compare and analyze the social network structure characteristics and differences of different types of media micro-blog,and more effectively supervise and guide the information dissemination,so as to promote the all-round development of media micro-blog.Based on the social network theory,this paper focuses on the following contents:(1)121 media microblogs from Sina microblogs are selected as research samples,and their social network structure characteristics are measured by using ucinet software,and the influence of media microblogs is measured by combining centrality and leader rank algorithm.(2)select 50 traditional media microblogs and 50 new media microblogs as research samples,measure their social network structure characteristics,and compare and analyze their social network structure characteristics and information dissemination rules.The study found that:(1)the social network of media micro-blog is relatively close as a whole,the propagation speed of information in the media micro-blog network is fast,and the overall cohesion between network nodes is strong;The network structure and node location determine the influence degree of members.The resource control ability and discourse power of the core nodes with high influence are relatively large.the core nodes can be guided by changing the centrality,clustering coefficient and other means to control the information dissemination situation.(2)traditional media micro-blog and new media micro-blog network are relatively close as a whole,and the traditional media micro-blog is higher than the new media micro-blog;The communication of information in the traditional media micro-blog network ismore convenient than the new media micro-blog,the information transfer efficiency is higher,and the overall cohesion between network nodes is stronger;In the traditional media micro-blog,paper media micro-blog occupies an absolute advantage in status,while in the new media micro-blog,all kinds of media micro-blog are relatively balanced;The rights of new media micro-blog are more concentrated and polarized,while traditional media micro-blog is more balanced.This paper enriches the application of social network analysis in the field of information dissemination.In order to promote the media micro-blog to give full play to its influence,seek balance and comprehensive development to do theoretical support,for the government,enterprises and other information control and guidance to provide reference and basis.