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社交性媒体的迅猛发展给传统媒体和传统媒体理论带来巨大冲击。本研究在两级传播和议程设置的理论框架下,从跨文化层面考察了中美两大微博网站——中国新浪微博和美国Twitter中微博意见领袖的组成特征和活动特点。研究包含了两个内容分析,分别考察了中美两个粉丝数量最多的100名微博使用者的组成特征和活动特征,以及中美两国十大行业共100个微博使用者的微博传播行为。分析结果显示,中美两国微博意见领袖在构成和活动方面的共性大于差异性。在两级传播方面,微博意见领袖都扮演了积极的信息中介者的角色;在议程设置方面,议程话题体现出媒体议程和人际互动相结合的双重特征。
The rapid development of social media has brought a huge impact on traditional media and traditional media theory. Under the theoretical framework of two-level communication and agenda setting, this study examines the compositional features and activities of the opinion leaders of Weibo in China and the United States on two cross-cultural levels - Sina Weibo in China and Twitter in the United States. The study includes two content analyzes, examining the compositional characteristics and activity characteristics of 100 Weibo users with the largest number of fans in China and the United States, as well as the Weibo of 100 Weibo users in the top 10 industries in China and the United States Communication behavior. The results of the analysis show that the commonalities of microblogging opinion leaders in China and the United States in their composition and activities are greater than differences. At the two levels of dissemination, weibo microblogging opinion leaders all play the role of active information intermediaries. On agenda setting, the agenda topics reflect the dual characteristics of a combination of media agendas and interpersonal interactions.