摘要
[目的/意义]意见领袖在公共政策网络议程建构、异构和重构过程中发挥着作用,通过动态追踪议程变化可以准确把握政策传播效果。[方法/过程]以全国及重点城市垃圾分类政策为例,基于内容分析方法(Content Analysis)与网络议程设置理论(Network Agenda Setting,NAS),针对微博平台上的政务账号、媒体账号、意见领袖账号和网民账号的议题属性网络进行关联性分析,进一步探讨公共政策议程设置效果及其中介机制。[结果/结论]研究发现,垃圾分类政策传播过程中,政策议程、新媒体议程(包含政务、媒体和意见领袖账号)与普通网民议程呈现出“异构化”属性网络;相比于政务微博账号和媒体微博账号,意见领袖账号在政策传播过程中触达受众广、活跃度高、交互性强、网络议程设置效果更为显著,作为“中继人”的角色最为凸显。
[Purpose/Significance]Opinion leaders play an important role in the construction,heterogeneity and reconstruction of public policy network agenda.By dynamically tracking the changes of agenda,we can accurately grasp the effect of policy communication.[Method/Process]Based on Content Analysis and Network Agenda Setting(NAS),we compared the networks of attributes in the micro-blog content of government accounts,media accounts,opinion leader accounts and netizen accounts.And further discussed the effect and the mediating mechanism of the public policy's agenda setting.[Result/Conclusion]This study found that the policy agenda,new media agendas and ordinary netizens'agenda show a"heterogeneous"attribute network in the communication of garbage classification policy.Besides,compared with the government accounts and the media accounts,opinion leaders had a wider audience,higher activity,stronger interaction and more significant NAS effect—which means a more prominent role as"RP repeaters".
作者
向安玲
沈阳
Xiang Anling;Shen Yang(School of Journalism and Communication,Tsinghua University,Beijing 100084)
出处
《情报杂志》
CSSCI
北大核心
2021年第2期131-137,共7页
Journal of Intelligence
基金
国家社会科学基金重大项目“基于机器博奕的网络信息传播安全多准则动态管理策略研究”(编号:19ZDA392)。
关键词
网络议程设置
公共政策
意见领袖
中继人
异构化
垃圾分类
network agenda setting
public policy
opinion leader
RP repeater
heterogeneous communication
garbage classification
