情报科学 ›› 2023, Vol. 41 ›› Issue (9): 27-36.

• 理论研究 • 上一篇    下一篇

多元话语主体视角下健康信息传播机制研究

  

  • 出版日期:2023-09-01 发布日期:2023-10-07

  • Online:2023-09-01 Published:2023-10-07

摘要: 【 目的/意义】基于新浪微博探索健康信息社会网络结构,对不同话语主体的网络位置、传播内容和传播方 式进行研究,从而为相关部门的健康舆情管理工作提供参考。【方法/过程】以“新冠感染后”为关键词采集热门微博 数据,并构建用户信息传播网络,利用社会网络分析法分析多元话语主体视角下的网络结构特征,使用文本分析工 具分析信息传播内容,基于话语策略分析传播方式,从而探索健康信息传播机制。【结果/结论】传播网络呈离散、稀 疏状态。官方媒体整体影响力最大,一些专业内容生产者在严肃类健康信息传播方面发挥更大作用,大部分市场 化媒体存在感较弱,普通网友具有最强的信息交流能力。四类话语主体的传播内容基本一致,但传播方式风格迥 异。官方媒体和市场化媒体以严肃、正式、专业为主,专业内容生产者兼具专业性与亲和力,网友则以多元方式表 达情绪和态度。【创新/局限】从多元话语主体视角,运用社会网络分析和文本分析探索健康信息传播规律是新颖之 处,但网络结构分析仅基于静态视角展开,且样本量有限。

Abstract: 【Purpose/significance】 Based on Sina Weibo, this paper explores the social network structure of health information, and studies the network location, communication content and communication mode of different discourse subjects, so as to provide refer⁃ ence for relevant departments.【 Method/process】 Using "post-COVID-19" as the keyword to collect data from popular microblogs and build a user information communication network, social network analysis was used to analyze the network structure characteristics from the perspective of multiple discourse subjects, text analysis tools were used to analyze the information communication content, and communication methods were analyzed based on discourse strategies, so as to explore the health information communication mechanism. 【Result/conclusion】 The network is discrete and sparse. Official media has the greatest overall influence, some profes⁃ sional content producers play a greater role in the dissemination of serious health information, most market-oriented media have a weak sense of presence, and ordinary netizens have the strongest ability to exchange information. The communication contents of the four discourse subjects are basically the same, but the communication styles are different. Official media and market media are mainly serious, formal and professional, professional content producers are professional and friendly, and netizens express their emotions and attitudes in multiple ways.【 Innovation/limitation】 From the perspective of multiple discourse subjects, it is novel to use social network analysis and text analysis to explore the law of health information communication. However, the analysis of network structure is based on static view only, and the sample size is limited.