公共健康话语网络的两种形态与关键影响者的角色社会网络分析的路径.pdf

网络传播研究 国际新闻界 2016.12 公共健康话语网络的两种形态与 关键影响者的角色：社会网络分析的路径 宫贺 摘要 本文采用社会网络分析方法对以埃博拉病毒为主题的公共健康话语网络进行了研 究。发现两个网络呈现了稠密与稀疏的相对差异。相比于#CDCCHAT，#EBOLA表现 了较为离散的结构，较为稀疏的关系，较弱的双向对话性，以及较低的集群化程度。此 外，本研究在对“意见领袖”经典文献的梳理基础上，尝试从关系结构角度界定本文的 “关键影响者”及其测量纬度。进而在两个网络中确认了18个“关键影响者”并分析了 她们的结构，身份特征，及其在双向对话中的作用。最后讨论了本研究的发现之于我国 本土健康传播的实践意义。 关键词 健康传播、双向对话、集群、意见领袖、结构路径 作者简介 宫贺，厦门大学新闻传播学院广告系助理教授。电邮：hegong@。 本研究受到中央高校基本科研业务费专项资金资助，项目名称：ZK1054/公共健康话 语网络的形态与意见领袖的角色。项目编号：20720161063。. Two Different Conversation Networks On Public Health and The Role of Key Influencers:Social Network Analysis Approach GONG He Abstract This study adopted social network analysis (SNA) to examine health conversations on Ebola virus on Twitter. The author mapped the two networks and the clusters within, and discovered structural differences between sparsely-knit and densely-knit structures. Compared with #CDCCHAT, #EBOLA shows relatively discrete structures, sparse connections, less reciprocal 110 dialogue, and lower clustering degree. Additionally, based upon literature review on classic 国际新闻界 2016.12 网络传播研究 studies on “opinion leaders”, the author attempted to operationalize the “key influencers” with a structural approach. 18 such key influencers were identified and their structural and personal features were explored. The study also discussed the role of influencers in the promotion of two- way dialogue. Potential values of this study on Chinese health communication practice were discussed. Keywords health communication, two-way dialogue, clustering, opinion leader, structural approach Authors GONG He is an Assistant Professor in Advertising at Xiamen University of China. Email: hegong@. This study is supported by the Fundament