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中文题名:

 数据驱动下基于TR-BIBC-M模型的新媒体传播效果影响因素研究 ——以共青团微博为例    

姓名:

 王冠玉    

学号:

 19061212448    

保密级别:

 公开    

论文语种:

 chi    

学科代码:

 1201    

学科名称:

 管理学 - 管理科学与工程(可授管理学、工学学位)    

学生类型:

 硕士    

学位:

 管理学硕士    

学校:

 西安电子科技大学    

院系:

 经济与管理学院    

专业:

 管理科学与工程    

研究方向:

 信息服务管理    

第一导师姓名:

 温浩宇    

第一导师单位:

  西安电子科技大学    

完成日期:

 2023-06-20    

答辩日期:

 2023-05-26    

外文题名:

 Research on Factors Influencing the Communication Effect of New Media Based on TR-BIBC-M Model Driven by Data: Taking the Microblog of the Communist Youth League as An Example    

中文关键词:

 新媒体 ; 传播效果 ; 数据挖掘 ; TR-BIBC-M模型 ; eLDA模型    

外文关键词:

 new media ; communication effect ; data mining ; TR-BIBC-M model ; eLDA model    

中文摘要:

在数字化转型浪潮之下,党政机关、企事业单位充分利用新媒体开展宣传工作成为大势所趋,新媒体丰富生动的资源突破了传统宣传口径的局限性,也为宣传工作带来了前所未有的新挑战,如何使用信息化手段在新媒体环境下开展好宣传工作、提升新媒体内容的传播效果成为新媒体管理工作的重点和难点。通过挖掘海量数据信息从而对新媒体内容传播效果的影响因素和机理进行分析,能够为宣传工作者提供改进新媒体平台内容传播效果的思路及启示。

本文结合信息传播理论,将粉丝数量、发布时间、文本长度、是否包含视频、是否包含话题、内容主题与情感得分作为自变量构建了新媒体传播效果影响因素研究框架及模型,并将粉丝数量作为调节变量探究粉丝数对其他变量与传播效果之间关系的调节作用。本文将数据挖掘、深度学习等多种方法相结合,为使得研究贴近于高校及党政机关、企事业单位的实际应用,本文以15个共青团微博账号发布的202662条微博的真实数据为例,对主题分析、情感分析等具体问题提出了分析思路。考虑到使用传统LDA(Latent Dirichlet Allocation)模型提取内容文本主题的方法需要人为判断主题数目,本文提出使用eLDA(ensemble Latent Dirichlet Allocation)模型运用于新媒体内容主题挖掘,通过对LDA模型结果的集成来检测文本中的稳定主题。在获取文本情感倾向得分时,现有深度学习方法通常将整个句子送入模型中,对句子的整体情感倾向进行共同分析,在细粒度情感分析的思路下,本文构建了TR-BIBC-M(Topic Reinforced-BERT-IDCNN-BiLSTM-CRF-MMR)模型并提出了一种基于该模型的主题加强下的内容情感识别方法,利用主题词向量与实体词向量的相似度匹配实现主题增强下的实体词权重分配及语句情感赋分,得到句子针对所属主题的对应情感倾向。以新媒体传播效果影响因素模型为基础建立多元线性回归模型,将转发、评论和点赞数量作为因变量进行回归分析,并将数据源账号的粉丝数量对转发、评论、点赞数量及各影响自变量进行分层回归分析,检验新媒体传播效果影响因素的假设。

本文探讨了新媒体传播效果影响因素的分析路径与研究方法,所描述的问题及研究框架能够为信息传播、文本分析等相关研究提供思路,期望对党政机关及企事业单位新媒体宣传工作实践提供一定的帮助。

外文摘要:

Under the tide of digital transformation, it has become a general trend for party and government organs, enterprises and institutions to make full use of new media to carry out propaganda work. The rich and vivid resources of new media break through the limitations of traditional propaganda work, and also bring unprecedented new challenges to it. How to use informationized means to carry out publicity work on the new media platforms and improve the communication effect of new media content has become the focus and difficulty of new media management. By mining massive data information to analyze the influencing factors and mechanisms of new media content communication effect, it can provide ideas and inspiration for propaganda workers to improve the content communication effect of new media platform.

Based on the theory of information communication, this paper constructs a research framework and model on factors affecting the communication effect of new media, taking the number of fans, release time, text length, whether videos are included, whether topics are included, content theme and emotional score as independent variables. Moreover, the number of fans is taken as a moderating variable to explore the moderating effect of the number of fans on the relationship between other variables and communication effect. This paper combines various methods such as data mining and deep learning. In order to make the research close to the practical application of universities, party and government organs, enterprises and institutions, this paper takes the real data of 202,662 microblogs published by 15 Weibo accounts of the Communist Youth League as an example, and puts forward analysis ideas on specific issues such as topic analysis and emotion analysis. Considering that the method of extracting content text topics using the traditional LDA (Latent Dirichlet Allocation) model requires human judgment of the number of topics, This paper proposes to use the ensemble Latent Dirichlet Allocation (eLDA) model to explore new media content themes, and to detect stable themes in text by integrating the results of the LDA model. When obtaining the score of text affective tendency, the existing deep learning methods usually send the whole sentence into the model and jointly analyze the overall affective tendency of the sentence. Under the thinking of fine-grained affective analysis, this paper constructs the TR-BIBC-M (Topic Reinforced-BERT-IDCNN-BiLSTM-CRF-MMR) model and proposes a content emotion recognition method based on the topic reinforcement of the model. The similarity matching between subject word vector and entity word vector is used to realize entity word weight allocation and sentence emotion assignment under topic enhancement, and the corresponding emotion tendency of sentences is obtained. A multiple linear regression model was established based on the model of factors affecting the effect of new media communication, and the number of retweets, comments and likes was taken as the dependent variables for regression analysis. Moreover, the number of fans of the data source account was stratified regression analysis on the number of retweets, comments, likes and each influencing independent variable to test the hypothesis of influencing factors of new media communication effect.

This paper discusses the analysis path and research method of the factors affecting the effect of new media communication, and the problems and research framework described can provide ideas for relevant research such as information communication and text analysis, and is expected to provide certain help for the practice of new media publicity in party and government organs, enterprises and institutions.

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中图分类号:

 G20    

馆藏号:

 57744    

开放日期:

 2023-12-25    

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