新浪政务微博在社会治理中的效应分析：以昆明火车站为例

赖昕; 李珈瑶; 赵霖琳; 眭文娟, PhD; 杨光

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The Function of Sina Governmental Weibo (Chinese Twitter) in China′s Social Governance: Case Study of the Kunming Train Station Event

首发时间：2016-04-20

Lai Xin ¹
Laixin (1989-), female, master student, mainly research in Innovation in Higher Education.
Li Jiayao ²
Li Jiayao (1988-), female,PhD student, main research in political communication.
Zhao Linlin ³ Sui Wenjuan, PhD ⁴
Sui Wenjuan, female, Postdoc, mainly research in Corporate Strategy and Management.
Yang Guang ⁵
Sui Wenjuan (1984-), female, postdoc researcher, main research in Management and Economics.Yang Guang (1989-), male, PhD student, main research in data visualization and RAS system.

1、Department for Continuing Education Research, Danube University Krems, Austria, 3500
2、Marxist Theory and Research Institute, Central Party School of the Communist Party of China, Beijing, 100091
3、Department of System Biology, Heinrich-Heine-Universit?t Düsseldorf, Germany, 40225
4、School of Economics and Management, University of Electronic Science and Technology of China, Chengdu, 611731
5、Department of Nephrology, Heinrich-Heine-Universit?t Düsseldorf, Germany, 40225

Abstract：Background:Social governance is important to the today′s development of China, especially for social stability, social security and economic development purposes. New media, as an uprising method for people's communication, knowledge spreading and information accession, becomes a new channel for the government passing down the wills and propaganda for the social governance purpose. Hence, it is worthy to learn the functions of new media at the current social governance. This study is to reveal the impact/role of news media for social governance in China through case study. Methods: In the chosen case of "3.01 terrorist attack in Kunming train station", 26 of representative Government Weibo (GW) accounts and their related microblog contents are selected into an analysis of governmental influence. Results: The result shows that the GW has higher potential influence compare to traditional media Weibo; especially the Local GW, which reveals significantly higher growth rate of influence than other hierarchical GW. The spreading path was kept in a normal track and without hype; the explosive points are mainly sparkled through the intersection between the GW and other governmental posts. Male pay more attention to sudden terror attacks events than female do. The posts of refuting rumors and event reports, as observed, are easier in attracting public attention. Conclusions: Given these stand points, the GW has some advantages of infusing positive information to the public, which can be influential for a propaganda. Hence, the future study can focus on methods of improving the efficiency of propagation for different groups.

keywords： Sina Governmental Weibo, Propaganda, Emergency events, Public safety, Kunming train station

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新浪政务微博在社会治理中的效应分析：以昆明火车站为例

赖昕 ¹
Laixin (1989-), female, master student, mainly research in Innovation in Higher Education.
李珈瑶 ²
Li Jiayao (1988-), female,PhD student, main research in political communication.
赵霖琳 ³ 眭文娟, PhD ⁴
Sui Wenjuan, female, Postdoc, mainly research in Corporate Strategy and Management.
杨光 ⁵
Sui Wenjuan (1984-), female, postdoc researcher, main research in Management and Economics.Yang Guang (1989-), male, PhD student, main research in data visualization and RAS system.

1、继续教育研究部，克莱姆斯多瑙大学，奥地利，3500
2、马克思主义与理论研究学院，中央党校，北京，100091
3、系统生物学系，杜塞尔多夫海涅因海涅大学，德国，40225
4、经济与管理学院，电子科技大学，成都，611731
5、肾内科，杜塞尔多夫海涅因海涅大学，德国，40225

摘要：背景：社会治理是当今中国面临的一项社会挑战，好的方法能够有效提升社会稳定性、社会安全度、以及经济发展。随着新媒体的崛起，人们交流与知识传播的方式在改变，它逐渐成为政府在社会治理方面一项新的渠道。本文通过对代表性政务微博的系统分析，探讨灌输理论在新浪政务微博的宣传作用。方法：此处选取影响力较大的26个政务微博，分为四组比较。针对"3.01昆明火车站暴恐事件"，统计以上微博发布的相关内容和影响力。针对传播途径，选取转发量在2000以内的单条微博，进行传播路径分析。为了解发布内容的关注度，发布内容被分类并进行影响力统计。结果：t-test分析显示，安全组、政府组、媒体组的相对影响爆发力没有明显区别，而地方组的相对影响爆发力远高于非地方组。政务微博的传播途径符合正常传播模式，且微博的传播爆发点主要集中在政务微博之间。男性比女性更加关注事件的发展。引导辟谣类发布内容更易引起大众共鸣，与事件有关的报道影响力其次，对事件的态度并非引起共鸣的主要因素。结论：突发事件上，政府、尤其是地方政府拥有高影响潜力。民众愿意相信政府发布的内容，并进行二次传播。因此，合理使用政务微博有利于灌输正面信息，对政务宣传有重要意义。未来研究方向应注意不同群体间的差异化宣传方式。

关键词：新浪政务微博宣传突发事件社会安全昆明火车站事件

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Lai Xin,Li Jiayao,Zhao Linlin,et al. The Function of Sina Governmental Weibo (Chinese Twitter) in China′s Social Governance: Case Study of the Kunming Train Station Event[EB/OL]. Beijing:Sciencepaper Online[2016-04-20]. https://www.paper.edu.cn/releasepaper/content/201604-262.

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论文编号	201604-262
论文题目	新浪政务微博在社会治理中的效应分析：以昆明火车站为例
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