社区和意见领袖对电子烟话语的影响:对在线Reddit线程的网络分析
Jacob A Rohde1, Jessica Liu1, Vaughan W Rees1
1Harvard T.H. Chan School of Public Health, Boston, MA, USA.
Journal of health communication
|June 21, 2023
概括
意见领袖和特定社区在Reddit上的电子烟讨论上显著影响. 由论领袖启动的主题吸引了更多的参与,特别是在vaping,物质使用和戒烟社区.
科学领域:
- 社交网络分析 社交网络分析
- 公共卫生传播 公共卫生传播
- 数字话语分析 数字话语分析
背景情况:
- 雷迪特是关于电子烟的在线讨论的一个重要平台.
- 了解这些讨论的动态对于开发有效的公共卫生信息至关重要.
- 网络分析可以揭示关键用户和社区结构的影响.
研究的目的:
- 调查意见领袖和在线社区在Reddit上塑造电子烟讨论中的作用.
- 分析subreddit特征和意见领袖如何影响网络组成和用户参与.
- 在社交媒体平台上为有针对性的公共卫生干预提供信息.
主要方法:
- 从2021年5月起收集了关于vaping的Reddit提交,创建了子reddit级 (N=261) 和线程级 (N=8,377) 数据集.
- 分类的子区分为蒸汽,物质使用,戒烟和非特定社区.
- 利用社会测量在位中心性来识别意见领袖,并使用统计分析 (ANOVA,负二项式回归) 来评估网络组成和评论者率.
主要成果:
- 该网络的组成受到了论领袖的影响,特别是在非特定社区.
- 由论领袖发起的线索的评论者比例显著更高 (调整后率比率[aRR]=4.84).
- 在蒸汽 (aRR=1.64),物质使用 (aRR=1.92) 和戒烟 (aRR=1.21) 社区的线程显示了比非特定社区更高的评论率.
结论:
- 网上社区和论领袖在Reddit上构建和放大电子烟讨论的关键是关键.
- 研究结果为在Reddit和类似平台上设计公共卫生活动和干预提供了基础.
- 在在线健康讨论中识别有影响力的节点可以增强信息传播和影响.
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