基于社会网络分析法的交通安全宣传策略设计

Design of Traffic Safety Awareness Campaign Strategies Based on Social Network Analysis

摘要: 本研究基于社会网络分析法，深入探讨道路交通安全宣传在社交网络中的传播机制与优化策略。通过抓取微博平台5000余条交通安全相关公开数据，筛选300个核心账号作为研究节点，并在公开内容数据基础上，结合账号类型、主题关联和传播角色构建交通安全宣传传播模拟网络。研究综合运用复杂网络理论、多中心性指标分析和Louvain社区检测算法，识别交通安全信息传播中的关键节点、桥梁节点和社区结构特征。结果表明：该网络呈现小世界和无标度特征，少数政务账号、交通垂直媒体和跨圈层账号在信息扩散中具有重要作用；抗毁性分析显示，网络对随机节点失效具有一定稳健性，但对高度节点和高介数节点的依赖较强；基于社区优化的种子节点选择策略较单一中心性策略具有更好的覆盖效果。研究进一步构建“网络拓扑识别–抗毁性评估–社区协同优化”的三维策略框架，提出政务权威发布、媒体知识转译、KOL破圈扩散和跨社区桥梁传播相结合的交通安全宣传策略，为提升交通安全宣传的精准性、覆盖率和传播稳健性提供量化参考。

Abstract: This study employs social network analysis to investigate the structural characteristics and optimization strategies of road traffic safety publicity in social media environments. Based on more than 5000 publicly available Weibo posts related to traffic safety, 300 core accounts were selected as research nodes. Complex network analysis, multiple centrality metrics and the Louvain community detection algorithm were applied to identify key nodes, bridge nodes and community structures in the dissemination process. The results show that the network presents small-world and scale-free characteristics, and that government accounts, traffic-related media and cross-community accounts play important roles in information diffusion. Robustness analysis indicates that the network is relatively stable under random node failure but highly dependent on high-degree and high-betweenness nodes. Compared with single-centrality strategies, the community-optimized seed selection strategy achieves better coverage. Furthermore, this study develops a three-dimensional strategy framework integrating “network topology identification, robustness assessment and community collaborative optimization”. The proposed framework supports coordinated publicity strategies involving authoritative government release, media-based knowledge translation, KOL-driven cross-community diffusion and bridge-node communication, providing quantitative references for improving the precision, coverage and robustness of traffic safety publicity.