呼吁转发:战略政治信息的协商扩散

Jeff J. Hemsley, Sikana Tanupabrungsun, Bryan C. Semaan
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引用次数: 8

摘要

推特允许政治候选人直接向公众传播信息,其中一些信息像病毒一样传播,可能会吸引新的受众和支持者。在2014年美国州长选举中,74位候选人发布了20580条推文,其中10946条被转发了139315次。通过内容分析、自动分类和回归分析,我们发现具有不同网络影响力水平的参与者倾向于推广不同类型的选举内容,但他们的选择和行动的趋同导致了最大受众的信息流。我们还发现,就追随者数量而言,具有中等影响力的行动者往往在扩散过程中最具影响力。我们的工作为协商扩散的理论框架提供了实证支持,该框架表明,信息流是自上而下的力量(结构和强大的看门人)和自下而上的力量(具有不同程度影响力的行动者的集体分享)汇合的结果。
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Call to Retweet: Negotiated Diffusion of Strategic Political Messages
Twitter allows political candidates to broadcast messages directly to the public, some of which spread virally and potentially reach new audiences and supporters. During the 2014 U.S. gubernatorial election, 74 candidates posted 20,580 tweets, of which, 10,946 were retweeted a total of 139,315 times. Using content analysis, automated classification and regression analysis, we show that actors with different levels of network influence tend to promote different types of election content, but that the convergence of their choices and actions lead to information flows that reach the largest audiences. We also show that actors with middle-level influence, in terms of the number of followers they have, tend to be the most influential in the diffusion process. Our work provides empirical support for the theoretical framework of negotiated diffusion, which suggests that information flows are the result of the convergence of top-down forces (structures and powerful gatekeepers) and bottom-up forces (collective sharing of actors with varying degrees of influence).
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