自然灾害情境下属地政务微博的话题标签使用与效果
The Use and Effects of Hashtags in Local Government Microblogs in the Wake of Natural Disaster
宫贺 1董旭2
作者信息
- 1. 中国人民大学新闻与社会发展研究中心,北京 100872;中国人民大学新闻学院,北京 100872
- 2. 中国人民大学新闻学院,北京 100872
- 折叠
摘要
自然灾害情境下,社交媒体在畅通"对话"方面的工具和价值潜力已有讨论,但双向与微观视角的缺位,使研究在指导政务微博的具体实践、预测可能的公众行为上仍显薄弱.本研究引入社交媒介卷入(SME)这一关注组织—公众两端的理论框架,聚焦属地政务微博的话题标签、互动功能等微观应用与公众端卷入的关系.通过对47场自然灾害中属地政务账号所发布相关微博(N=3163)的内容分析发现:标签使用设置率高但管理相对缺位;政务微博的信息有用性水平与公众端的卷入行为显著正相关;然而,"互动功能"与"代理标签"的使用越活跃,越可能抑制信息有用性与公众卷入的正向关系.
Abstract
This study,grounded in the Model of Social Media Engagement(SME),examines specific functional modules of government Weibo hashtags within the context of natural disasters.A content analysis was conducted on all Weibo posts(N=3163)published by official accounts during 47 natural disasters from 2011 to 2021.The findings indicate that while the setting rate for hashtag usage by government Weibo is high,the level of management is low.Contrary to previous research,government responses to natural disasters do not align with their economic status;notably,government Weibo accounts in underdeveloped areas exhibit superior performance in terms of informational engagement(IE)and hashtag management.Furthermore,the results reveal a significant positive impact of IE on public behavioral engagement.However,during natural disasters,the use of interactive functions and hashtags managed by agents diminishes the impact of informational engagement on public behavioral engagement.This study also discusses practical implications and limitations.
关键词
话题标签/组织—公众对话/社交媒介卷入/类社交互动Key words
hashtags/dialogue between governments and the public/social media engagement/para-social interaction引用本文复制引用
出版年
2024
NETL
NSTL
万方数据