Mapping user relationships for health information diffusion on microblogging in China: A social network analysis of Sina Weibo |
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| Authors: | Gang Han Wen Wang |
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| Institution: | 1. Greenlee School of Journalism and Communication, Iowa State University, Ames, IA, USA ghan@iastate.edu;3. Greenlee School of Journalism and Communication, Iowa State University, Ames, IA, USA |
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| Abstract: | This study applies social network analysis to examining the pattern of relationships among networked users on Sina Weibo, the most popular social networking site in China. Focusing on verified (or V-) users and ordinary (non-V-) users, this study maps three centrality attributes of the social network, in terms of in/out degree, closeness, betweenness, along with cliques, in the dissemination and sharing of health-related information in the virtual community. Findings reveal a ‘spider web’ pattern of relationship among 50 V-users and 50 non-V-users during a regular period of time, highlighting the dominant position of the V-users for health-related information diffusion. Data analysis then reports a ‘drifting dandelion’ pattern of network among those who shared the information about a health-related incident on Weibo. This study also provides further information about the topical categories of health-related messages shared during the regular period as well as the topics concerning the incident. The implications of social networking media for health communication are also discussed. |
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| Keywords: | health communication social network social media opinion leader social influence microblogging |
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