基于社会网络分析的体育赛事舆情传播实证研究

摘要

In today′s society public events happened frequently which often bring adverse effect to social events. As for the sports events with high degree of attention,public opinion emergency often bring irreversible effects on the sporting events. Using social network analysis method,this paper studied the sports public opinion transmission characteristics and paths,analyzing the characteristics of the spread of public opinion. Taking 2012 Guangzhou marathon event as the research object,an empirical research was done. Results show that in the marathon event propagation,the verall density of network is higher,the traditional media and the self-mediaed information interacted frequently;all the actor information interchange distance is shorter,information transmission speed quickly. Ac-tors in the whole network are in relatively independent status and role,despite the existence of struc-tural holes,but the binding force is relatively small,the information transmission has little con-straints and most are transimitted in a direct way.%运用社会网络分析法，研究体育赛事舆情传播特征和路径，分析舆情传播特征，并以2012年广州马拉松舆情事件为研究对象，进行实证研究。研究结果显示：广马舆情事件传播网络中整体密度较高，传统媒体和自媒体信息互动传播频繁；各行动者信息互换距离短，信息传播速度迅速。行动者在整体网络中地位和角色相对独立，虽有结构洞的存在，但约束力相对较小，对信息传播制约有限，信息以直接传播较多。广马舆情事件广泛存在凝聚的子网络，子网络的存在加速了信息在行动者中的共享和交换，从而促生多中心的传播网络结构。