基于熵值法和模糊评价法的政务微博影响力评价——以上海市为例

The Influence Evaluation of Government Microblog Based on Entropy Method and Fuzzy Evaluation Method—Taking Shanghai for Example

摘要: 政府通过有效地利用微博发布政务信息，可以在信息公开、网络舆论引导和树立政府形象等方面发挥重要作用，但是网民对不同的政务微博存在差异化的评价。提高政务微博影响力是提高政务微博在政民互动中有效性的重要途径。本文基于《2021年上半年政务微博影响力报告》中的关于政务微博传播力、服务力、互动力和认同度的数据报告，依据中央机构微博影响力数据计算各评价指标权重，进一步对上海市政务微博影响力进行模糊综合评价。评价结果显示上海市政务微博影响力整体为“良”。通过分析得出以下结论：互动力指标的重要程度最高，上海市政务微博整体传播力一般，认同度参差不齐。对政府可以通过积极与网民展开互动、增强传播形式多样化、提高政务微博公信力，从而提升政务微博影响力。

Abstract: The government plays an important role in information disclosure, network public opinion guidance and the establishment of government image by effectively using micro-blog to release government information. But there are differences in the evaluation of netizens on different government micro-blogs. Improving the influence of government micro-blog is an important way to improve the effectiveness of government micro-blog in the interaction between government and people. Based on the data report on the communication power, service power, mutual power and recognition degree of government micro-blog in the Influence Report of Government Micro-blog in the First Half of 2021, this paper calculates the weight of each evaluation index according to the influence data of government micro-blog of central authorities, and further conducts a fuzzy comprehensive evaluation on the influence of government micro-blog in Shanghai. The evaluation results show that the overall influence of Shanghai government micro-blog is “good”. Through analysis, the following conclusions are drawn: the importance of mutual dynamic index is the highest, the overall communication power of Shanghai government micro-blog is general, and the degree of recognition is uneven. The government can enhance the influence of government micro-blog by actively interacting with netizens, enhancing the diversification of communication forms and improving the credibility of government micro-blog.