微博舆论中的意见领袖素描——一种社会网络分析的视角

目的/意义明确从意见领袖到“意见代表”的用户角色和现象，检验考察微博社会“意见代表”现象对于社交网络内容阶层聚合的系统作用后果。从“意见代表”通向的不是影响力的扩散而是影响力的分层，使得微博在线社会呈现更多的用户内容阶层封闭性及其规律性的变化机制。设计/方法通过网络爬虫采集得到微博用户样本，结合LSA等文本挖掘方法，基于实证现象的检验，提出“意见代表–内容阶层”效应模型并进行路径分析。结论/发现一方面，意见代表的直接作用使得微博中，影响力相似的用户具有相似内容，产生“内容阶层”分化；另一方面，意见代表与意见领袖角色具有的正相关性及其共同作用，使得用户“内容阶层”内部的趋同度，随着层级影响力提高而从松散不断地趋于稠密，产生“金字塔结构”。在作为主流研究对象的“意见领袖”占据各种研究中心的背景下，有必要加强对于“意见代表”角色和特性的分析，更为充分地探讨其在社交网络的系统功能与社会效应。

Generalizations of the clustering coefficient to weighted complex networks

[Purpose/Significance] This paper defines the users’ role and phenomenon of opinion representative from opinion leader, and examines the systematic effect of micro blogs’ opinion representative phenomenon on social network content hierarchy aggregation. The opinion representative denotes the stratification of influence rather than the diffusion of influence, which presents more closed users’ content hierarchy and its regular change mechanism through the micro blog online society. [Design/Methodology] Through micro blog user samples collected by web crawler, combined with LSA and other text mining methods, based on test of empirical phenomena, this paper puts forward the effect model of opinion representative—content hierarchy and conducts path analysis. [Findings/Conclusions] On the one hand, the direct role of opinion representatives allows users with similar influence to render similar content, resulting in content hierarchy differentiation. On the other hand, the positive correlation between the roles of opinion representative and opinion leader and their joint effect contributes to the denser internal convergence degree of users’ content hierarchy with the rising hierarchy influence, resulting in pyramid structure. Given that opinion leader is the mainstream research object of various research centers, it is necessary to strengthen the analysis of the role and characteristics of opinion representative, and fully explore its system function and social effect in the social network.