Microblog Internet Public Opinion Characteristics and Propagation Mechanisms Analysis—A Case Study on Jiaxin Yao Trial

摘要：

With its rapid development in recent years, microblog has gradually become the storm center of public opinion and one of the mainstream media. However, behind its flourish, microblog also brings hidden problems such as rumor and defraud, pressing for governance and supervision. With content analysis, this paper studies the heated discussion concerning Jiaxin Yao trial on March 23th, 2011 on Sina microblog. We make sampling analysis of the relevant information on microblog, establish three analytical unit—netizen characteristics, information characteristics and propagation characteristics, and do data statistics after coding. Based on data statistics, an multiple linear regression equation is found to describe the degree of transmission of the topic on microblog, thus outlining a preliminary transmission mechanism of public opinion on microblog. Some suggestions on how to use, supervise and guide the internet public opinion are also included in this paper.

关键词： internet public opinion microblog content analysis transmission mechanism

作者: Yongmei Liu Lin Peng Xiaoling Che

作者单位: School of Business, Central South University, Republic of China

会议类型: 国际会议

会议名称: The Eleventh Wuhan International Conference on E-Business(第十一届武汉电子商务国际会议)

会议地点: 武汉

会议语种:英文

页码: 421-428

在线出版日期: 2012-05-26（万方平台首次上网日期，不代表论文的发表时间）