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微博客在中国迅速兴起,与它的传播模式及传播机制相关。在裂变式的信息传播模式之下是社会网络这样一种底层结构基础。社会网络将人际关系网络与信息传播紧密结合起来,正是它影响了微博的信息传播机制。在微博平台上,个体的传播能量与他自己的社会网络、直接联系对象的社会网络、社会网络的形成与扩张机制、节点间信息流动机制等因素相关。而信息的扩散则与强关系节点、弱关系节点、权力中心等不同层面节点的推动能力有关。作为社会网络上的关键节点,微博平台上的权力中心,对于微博的议程、信息传播的过程与效果等,都有明显作用。权力中心有两类,一类是稳定的意见领袖,一类是临时性的热节点。它们的形成有着相应的规律。
Microblogging is rapidly emerging in China, related to its mode of transmission and its transmission mechanism. Under the fissile mode of information dissemination is the underpinning structure of social networks. Social network will be closely linked with the network of information and information dissemination, it is it affects the Weibo information dissemination mechanism. On the microblogging platform, the energy of individual communication is related to his own social network, the social network of direct contact, the formation and expansion of social networks and the information flow mechanism among nodes. The diffusion of information is related to the promotion ability of nodes at different levels such as strong relationship nodes, weak relationship nodes and power centers. As the key node in social network, the power center on Weibo platform has a significant effect on the agenda of Weibo and the process and effect of information dissemination. There are two types of centers of authority, one is a stable opinion leader and the other is a temporary hot node. Their formation has a corresponding law.