新浪热门微博的特征及用户转发规律研究

摘要

以新浪每日热门微博为研究对象，首先采用内容分析法从发布时间、发布主体、内容指向、态度倾向等方面进行热门微博特征的研究；再运用微博可视分析工具，通过案例分析，对热门微博转发时间、转发主体、转发层级进行分析，探索热门微博转发的普遍性规律。研究发现，热门微博发布者多为“微博控”；热门微博影响力持续时间较长；微博空间仍然存在“中心化”；热门微博大量关注社会负面信息；传统媒体正在寻求与微博融合的发展之道等。%Firstly, top 10 trending micro-blogs on SINA. com are chosen as the sample, which is then analyzed from various aspects such as release time, subject, content directing and attitude. Secondly, to find retweeting rules of top trending micro-blogs, they are analyzed from retweeting time, retweeting subject, retweeting hierarchy using PKUVIS. The study finds that: most users of top trending micro-blogs are microblogging fans;retweeting influence time of top trending micro-blogs is comparatively long;micro-blog space presents cen-tralization;positive and negative energy is opposing in micro-blog space;traditional media are seeking further development through the in-tegration with micro-blog.