發(fā)布時(shí)間：2018-01-03 02:23

  本文關(guān)鍵詞：微博輿情利益相關(guān)者的分類及行為動(dòng)因研究　出處：《南京大學(xué)》2014年博士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 微博輿情 利益相關(guān)者 利益相關(guān)者分類模型 行為動(dòng)因研究 自律規(guī)范

【摘要】：微博于2009年正式進(jìn)入中國(guó)民眾的視野。由于微博具有操作簡(jiǎn)易、碎片化寫作、多媒體親和性、跨平臺(tái)、和“多對(duì)多”的信息傳播等特點(diǎn),在短短幾年時(shí)間內(nèi)吸引了大量用戶。目前,越來越多的用戶、機(jī)構(gòu)及公眾人物選擇通過微博來發(fā)布或傳播信息。中國(guó)正處在社會(huì)轉(zhuǎn)型期,社會(huì)面臨政治、經(jīng)濟(jì)、人口、生態(tài)等多種風(fēng)險(xiǎn),民眾缺乏暢通的利益訴求渠道。因此,微博平臺(tái)已經(jīng)成為中國(guó)輿情事件曝光的首選平臺(tái)。 微博輿情是個(gè)人或者各種社會(huì)群體、組織,通過微博的渠道,對(duì)自己關(guān)心或與自身(既得或者潛在)利益緊密相關(guān)的某一事件或者某一社會(huì)問題所表現(xiàn)出的有影響力的言論或意見,是多種情緒、態(tài)度和意見的總和。微博輿情的發(fā)展受到多方輿情參與者行動(dòng)的影響,因此,如何有針對(duì)性地引導(dǎo)和管理微博輿情,已成為微博輿情研究的一個(gè)重要命題。本文基于利益相關(guān)者理論,從微博輿情參與者入手,界定微博輿情利益相關(guān)者,在利益相關(guān)者分類的基礎(chǔ)上,進(jìn)一步研究各利益相關(guān)者的行為動(dòng)因,據(jù)此提出微博輿情利益相關(guān)者自律規(guī)范建議,為微博輿情引導(dǎo)提供相應(yīng)的依據(jù)。 通過對(duì)國(guó)內(nèi)外網(wǎng)絡(luò)輿情研究進(jìn)展的考察,主要對(duì)微博輿情的參與主體、主體的行為動(dòng)因和輿情信息傳播進(jìn)行了梳理,發(fā)現(xiàn)微博輿情是微博系統(tǒng)內(nèi)外多主體共同作用的結(jié)果,已有研究中對(duì)微博輿情傳播主體的識(shí)別和分類沒有形成一個(gè)主流模式,而且對(duì)主體的行為動(dòng)因挖掘深度不足,缺乏個(gè)體層面的動(dòng)因分析,因此也缺乏規(guī)范的理論指導(dǎo),這直接影響了微博輿情引導(dǎo)和管理機(jī)制的設(shè)計(jì)和實(shí)施效果。因此,為了彌補(bǔ)微博輿情現(xiàn)有研究的不足,本研究主要包括三部分,第一部分是從利益相關(guān)者的視角出發(fā)研究微博輿情的利益相關(guān)者有哪些?利益相關(guān)者削符征位屬性在傲博與情友展的不同階段是否具有差異性；第二部分從利益相關(guān)者的行為視角研究,究竟有哪些因素影響利益相關(guān)者的態(tài)度和觀點(diǎn),哪些因素促使利益相關(guān)者參與輿情的具體傳播行為；第三部分從利益相關(guān)者的視角,如何針對(duì)微博輿情發(fā)展階段的多方參與主體,從自我約束和管理的角度提出自律規(guī)范建議,從而更好的引導(dǎo)微博輿情。 第一部分的研究基于利益相關(guān)者的視角,從利益相關(guān)者主體的界定和利益相關(guān)者的分類展開研究。首先我們運(yùn)用專家評(píng)分法界定微博輿情利益相關(guān)者有哪些,然后通過假設(shè)驗(yàn)證的方式提出微博輿情利益相關(guān)者屬性的相關(guān)假設(shè),涉及利益相關(guān)者在不同屬性上是否存在特征差異、屬性在微博輿情發(fā)展不同階段排序上是否具有差異性。最后通過數(shù)據(jù)分析對(duì)提出的假設(shè)進(jìn)行驗(yàn)證,并構(gòu)建了微博輿情利益相關(guān)者分類模型。 第二部分是在文獻(xiàn)回顧和微博輿情利益相關(guān)者分類的基礎(chǔ)上,從扎根理論研究方法出發(fā),選取典型微博輿情事件對(duì)不同利益相關(guān)者進(jìn)行訪談,對(duì)訪談素材和資料進(jìn)行整理分析,通過編碼、歸類等方式抽取出在各類利益相關(guān)者在微博輿情發(fā)展不同階段的使用動(dòng)因。研究結(jié)果表明不同的利益相關(guān)者主體在微博輿情中的微博使用動(dòng)因存在顯著不同,同時(shí),在不同階段,這些主體的行為特征和動(dòng)因也存在差異。 第三部分是在對(duì)微博輿情發(fā)展不同階段的微博輿情利益相關(guān)者分類的基礎(chǔ)上,結(jié)合微博輿情利益相關(guān)者的行為動(dòng)因研究,提出了針對(duì)微博輿情利益相關(guān)者的自律規(guī)范建議,即政府、媒體和微博用戶的自律規(guī)范建議。 本文的貢獻(xiàn)主要包括以下幾個(gè)方面：(1)界定了微博輿情的利益相關(guān)者,構(gòu)建了微博輿情不同發(fā)展階段的利益相關(guān)者分類模型。(2)構(gòu)建了微博輿情動(dòng)因的理論整合模型,分階段、分用戶類型對(duì)微博的使用行為和動(dòng)因進(jìn)行了詳細(xì)分析。(3)在理論上拓寬了利益相關(guān)者的研究領(lǐng)域,完善了微博輿情利益相關(guān)者的行為動(dòng)因研究,同時(shí)也為政府的微博輿情管理從實(shí)踐上提供了具有針對(duì)性的引導(dǎo)陽管理對(duì)策,從而提高政府對(duì)于微博輿情的引導(dǎo)和管理能力。 本文的不足之處在于： (1)微博輿情利益相關(guān)者分類的研究中對(duì)于調(diào)查問卷的樣本量有待于增大,利益相關(guān)者的屬性研究有待于進(jìn)一步豐富。(2)微博輿情利益相關(guān)者的行為動(dòng)因模型還有待于通過大規(guī)模調(diào)查問卷的方式豐富和確認(rèn)。(3)微博輿情事件無法一一還原事件的發(fā)展階段,被訪者對(duì)于輿情發(fā)展階段的劃分具有一定主觀性。
[Abstract]:Micro-blog officially entered the Chinese people's view on 2009. Because micro-blog has simple operation, fragmented writing, multimedia compatibility, cross platform, and "many to many" information dissemination characteristics, within a few years attracted a large number of users. At present, more and more users, organizations and public figures to release or the dissemination of information through micro-blog. China is in the social transition period, facing society politics, economy, population, ecological and other risks, the lack of clear public interest demands channels. Therefore, the micro-blog platform has become the platform of choice for Chinese public opinion event exposure.
Micro-blog is a personal or public opinion of various social groups, organizations, through micro-blog's channels of their own interest or with their own (existing or potential) closely related to the interests of an event or a social problem exhibited by influential comments or opinions, is the sum of a variety of emotions, attitudes and opinions of the public opinion. The development of micro-blog the affected player's actions so many public opinion, how to guide public opinion and management of micro-blog, micro-blog has become an important topic of public opinion research. Based on stakeholder theory, starting from the micro-blog public opinion participants, the definition of public opinion micro-blog stakeholders, based on the classification of stakeholders. Further research on the behavior motivation of stakeholders, proposed micro-blog stakeholders public opinion self-regulation suggestions, provide the basis for micro-blog to guide public opinion.
Through reviewing the research progress of network public opinion at home and abroad, the main body participation in the micro-blog public opinion, the main reason and behavior of public opinion propagation carried out and found that micro-blog micro-blog system inside and outside the main public opinion is the result of joint action, the existing research in the identification and classification of micro-blog public opinion dissemination main body does not form a mainstream model the main motive of behavior and mining depth of the problem, lack of motivation of the individual level, so the lack of theoretical guidance norms, which directly affects the design of the micro-blog public opinion guidance and management mechanism and implementation effect. Therefore, in order to compensate for the lack of micro-blog public opinion of existing research, this study mainly includes three parts, the first part is what a study of micro-blog public opinion from the perspective of stakeholders stakeholders? Stakeholders cut character attributes in different order a syndrome and emotion Aobo development Whether has the difference; the second part from the perspective of behavior of stakeholders, what are the factors affecting the attitudes of stakeholders and point of view, what factors lead to the specific communication behavior of stakeholders in the public opinion; the third part from the perspective of stakeholders, according to micro-blog public opinion development stage of the participation subject, put forward the self regulation of self-restraint and suggestions from the management perspective, micro-blog guide public opinion so as to better.
The first part of the study based on the perspective of stakeholders, and carries out the research on the classification of stakeholders and the definition of the main stakeholders. What are we using expert scoring method to define the public opinion of micro-blog stakeholders, and then through the hypothesis testing method puts forward the hypothesis of micro-blog public opinion stakeholder attributes, involving stakeholders there are differences in different property, property development in the micro-blog public opinion whether has the difference in different stages. Finally, sorting through data analysis to verify the assumptions and construct a classification model of micro-blog public opinion of stakeholders.
The second part is on the basis of literature review and classification of micro-blog public opinion of the stakeholders, starting from the grounded theory research method, the typical micro-blog public opinion events on different stakeholders were interviewed and analyzed by encoding the interview materials and information, the classification method to extract in all kinds of stakeholders in the development of public opinion using micro-blog the reasons for different stages. The results show that different stakeholders in the public opinion in the reason of using micro-blog micro-blog is different, there are significant at the same time, in different stages, characteristics and reasons of these subjects are also different.
The third part is based on the micro-blog public opinion classification of stakeholders in different stages of the development of public opinion on micro-blog, based on micro-blog public opinion behavior motivation of stakeholders, is proposed for the micro-blog public opinion stakeholder self-regulation proposal, namely the government, media and micro-blog users self-discipline norms suggestions.
The main contributions of this dissertation include the following aspects: (1) defines the stakeholders micro-blog public opinion, build a classification model of micro-blog public opinion in different stages of development stakeholders. (2) the construction of the integrated model, the theory of micro-blog public opinion in stages using motivation, behavior and motivation of the micro-blog user types in detail (3) analysis. In theory, broaden the research fields of stakeholders, improve the research of behavior motivation of micro-blog public opinion of stakeholders, but also for the micro-blog government public opinion management provides a guide for Yang management countermeasures from the practice, so as to improve the government guidance and management of micro-blog public opinion.
The shortcomings of this paper are as follows:
(1) for the questionnaire sample classification of public opinion micro-blog stakeholders need to be increased, research on the attribute of stakeholders need to be further enriched. (2) the behavior motivation model of micro-blog public opinion of stakeholders needs through large-scale questionnaire way rich and confirmed. (3) micro-blog public opinion the event cannot restore one development stage of the event, the respondents have certain subjectivity for the division of public opinion development stage.

【學(xué)位授予單位】：南京大學(xué)
【學(xué)位級(jí)別】：博士
【學(xué)位授予年份】：2014
【分類號(hào)】：G206

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本文編號(hào)：1371967