面向舆情主题的微博用户行为聚类实证分析

摘要

网络舆情管理是社会管理创新的重要内容，面向舆情主题的用户行为分析是网络舆情管理的热点问题。对三个不同舆情主题下的微博用户行为进行了聚类分析，发现信息传播中的微博用户基本可分为“一般关注”型、“主动参与”型、“信息传播”型三类。“一般关注”型用户通常人数众多，他们多为舆情信息的接受者。“主动参与”型用户类中用户人数较少，他们大多以自己为中心，向朋友发布舆情信息，这类用户在不同主题下其行为特征差异很大；“信息传播”型用户类中人数很少，是舆情领袖或重要信息转发者。结果表明可以尝试将监测“信息传播”型网民和引导“主动参与”型网民结合起来，为大数据下微博舆情信息管理提供智力支持。%The management of network public opinion is an important practice of innovative social administration, whereas analysis of mi-cro-bloggers behaviors with different public opinion topics is an issue of great concern. Under three different public opinion topics, this paper clusters micro-bloggers into three groups according to their behaviors in the process of information propagation: observers, active participants and propagators. Observers are obviously dominant in number and are usually information recipients. Active participants, small in quantity, are often self-centered and prone to disseminate information to their friends, and their behaviors characteristics may dif-fer on different public opinion topics. In contrast, propagators, few in quantity, play the role of opinion leader or are critical dissemina-tors. The findings imply that a combination of both monitoring propagators and guiding active participants could be an effective strategy for micro-blog public opinion management in the era of Big Data.