微博媒介使用中的用户趋同化现象与路径

在强势崛起的“人人时代”与微博内容生产中，用户是否发生着“泯然众人矣”趋同，这种削磨独特性与差异性的趋同具有怎样的路径和特征，是尚存争议的基本理论命题和亟需详细检验的现实问题。基于潜在语义分析（Latent Semantic Analysis）的文本挖掘和用户内容相似度计算，以及在对用户群体根据媒介使用度进行分层研究的基础上，深入分析微博用户在局部、全局意义上的多维趋同现象和路径。在此基础上，进一步分析了不同趋同化路径之间的内在关系，部分实证结果具有反经验直观性。用户在微博使用端作为“媒介的延伸”，存在着对微博媒介“越使用、越趋同”的现象，显现出社会化媒体“文化工业”对于主体性的“同一化”再生产。从三维使用度、四种趋同性的复合层面，对微博用户在媒介使用中产生内容趋同化的现象推进机理解析，实证审视多种趋同演化路径之间看似对立实则统一的作用机制，有助于深入认知社交媒体用户趋同结构的复杂机制和实践问题。

Assimilation of Users in the Use of Microblog Media

In the rise of “Here Comes Everybody” era and creation of social network content, whether the user content has the convergence of “devoid of all”, and what path and characteristics this convergence of sharpening uniqueness and difference has are the basic theoretical propositions and practical problems that need to be tested in detail. Based on the latent semantic analysis of text mining and user content similarity calculation, and hierarchical research of user groups according to media use degree, this study explicitly analyzed the multi-dimensional convergence phenomenon and path of microblog users in the local and global sense. On this basis, the internal relationship between different assimilation paths was further analyzed, and some empirical results are counter-empirical intuitive. As the “extension of media”, users have the discipline of “more use, more convergence” for microblog media, which shows that the “cultural industry” of social media reproduces the “identity” of subjectivity. This paper systematically and concretely promoted the analysis of the assimilation mechanism of microblog users in the use of media from the composite level of three degrees of use and four kinds of convergence, and empirically examined the seemingly opposite but actually unified mechanisms of action among various convergence evolution paths, which is conducive to understanding more deeply the complex mechanism and practical problems of the convergence structure of social media users.