Zhu Xiaoqian, Yu Guang, Zhang Yinglong, Ma Ning
School of Management, Harbin Institute of Technology, Harbin, China.
Front Public Health. 2025 May 7;13:1566746. doi: 10.3389/fpubh.2025.1566746. eCollection 2025.
In recent years, social media has become a pivotal channel for public opinion dissemination, characterized by its multi-topic nature and dynamic complexity.
This study utilizes data on public health incident dissemination from the Weibo platform as its research sample and, based on a multi-layered network model, proposes a framework for topic circle identification and dynamic network analysis in public opinion dissemination. The study explores the classification of user roles within topic circles, constructs a dynamic role transition matrix, and quantitatively analyses the impact of topic circle characteristics on dissemination volume.
The results indicate that core users exhibit significant stability and a dominant role within dissemination networks, while intermediate users display pronounced role mobility, and peripheral users are most sensitive to topic relevance. Furthermore, sentiment, forwarding enthusiasm, and forwarding depth exhibit significant differences in their effects on dissemination volume across different user roles.
This study enriches public opinion dissemination theory by examining the dynamic evolution of topics and user role transitions, providing practical guidance for managing and controlling public opinion dissemination on social media.
近年来，社交媒体已成为舆论传播的关键渠道，具有多主题性和动态复杂性的特点。
本研究以微博平台上公共卫生事件传播的数据作为研究样本，基于多层网络模型，提出了一个舆论传播中主题圈识别与动态网络分析的框架。该研究探讨了主题圈内用户角色的分类，构建了动态角色转换矩阵，并定量分析了主题圈特征对传播量的影响。
结果表明，核心用户在传播网络中表现出显著的稳定性和主导作用，而中间用户表现出明显的角色流动性，边缘用户对主题相关性最为敏感。此外，情绪、转发热情和转发深度在不同用户角色对传播量的影响方面存在显著差异。
本研究通过考察主题的动态演变和用户角色转换，丰富了舆论传播理论，为社交媒体上舆论传播的管理和控制提供了实践指导。
