微博环保信息传播网络：基于社会网络分析的结构与传播特征探究

Weibo Environmental Protection Information Dissemination Network: An Exploration of Structure and Dissemination Characteristics Based on Social Network Analysis

摘要: 目的：研究基于微博平台的环保信息传播网络结构特征，提升环保信息传播的有效性。方法：以发布环保内容的50名微博用户为研究对象，以其关注关系为基础，运用UCINET软件从网络整体特征、局部特征和节点属性三个维度分析环保信息传播网络及各用户特征。结果：50名用户中14名为垂直环保类账号，36名为其他类账号。网络整体特征分析显示，网络中存在一个包含50名用户的复杂多中心子网，无孤立节点，整体网络密度为0.344，在50个节点中建立了842对连接关系，凝聚力指数为0.649，聚类系数为0.510。局部特征分析显示，8个子群间差异度大、用户重合度低，单独子群用户数量从2名到10名不等；网络核心用户在整体网络中占比46%。节点属性分析显示，政府环保部门和微博名人构成主动信息获取的核心主体，新闻/环保类媒体和政府环保部门是信息辐射的核心，微博普通(非认证)用户处于相对边缘。“中国环境”(中国环境报官方微博)在出度和入度上均表现突出，中间中心度较高的用户多为官方账号和新闻媒体。结论：微博环保信息传播网络整体具有高连通性与较强凝聚力；局部子群划分明确但联系不够紧密；不同类型用户在网络中的角色和作用存在差异，需明确功能定位以优化传播效果。

Abstract: Objective: To study the structural characteristics of the environmental protection information dissemination network based on the Weibo platform and enhance the effectiveness of environmental protection information dissemination. Methods: Taking 50 Weibo users who post environmental protection content as the research objects, and based on their following relationships, the UCINET software was used to analyze the environmental protection information dissemination network and the characteristics of each user from three dimensions: the overall characteristics of the network, local characteristics, and node attributes. Results: Among the 50 users, 14 were vertical environmental protection-type accounts and 36 were other-type accounts. The analysis of the overall characteristics of the network showed that there was a complex multi-centered sub-network including 50 users in the network, with no isolated nodes. The overall network density was 0.344; 842 pairs of connection relationships were established among the 50 nodes, the cohesion index was 0.649, and the clustering coefficient was 0.510. The analysis of local characteristics showed that there was a large degree of difference and low user overlap among the 8 subgroups, and the number of users in individual subgroups ranged from 2 to 10; core users accounted for 46% of the overall network. The analysis of node attributes showed that government environmental protection departments and Weibo celebrities constituted the core subjects of active information acquisition, news/environmental protection-type media and government environmental protection departments were the core of information radiation, and ordinary (unverified) Weibo users were relatively marginal. “China Environment” (the official Weibo of China Environment News) performed prominently in both out-degree and in-degree, and most users with relatively high betweenness centrality were official accounts and news media. Conclusion: The Weibo environmental protection information dissemination network has high connectivity and strong cohesion as a whole; the division of local subgroups is clear but the connections are not close enough; different types of users have different roles and functions in the network, and it is necessary to clarify their functional positions to optimize the communication effect.