中國微博的傳播結構在公共事件中的作用：以「宜黃強拆事件」、「《南周》新年獻詞事件」為例

本文旨在檢視微博的傳播結構對中國大陸網民維權行動所產生的作用。本研究藉由探討兩個個案：2011年替公民維權翻開新頁的「宜黃強拆事件」，以及2013年引發群眾爭取新聞自由的《南方周末》「新年獻詞事件」。分析為什麼微博比起早期的社交媒體有更大的動員能力？網民為何能透過微博在極短時間內，將維權事件向外擴散？本研究發現，微博具有核心層、關注層、觀望層的「圍觀層次」傳播結構，每個層次皆有「關鍵節點」，作為與他人共享訊息的互動性傳播，再加上「裂解式」的傳播特性下，使得微博同時擁有人際傳播和大眾傳播的特質，具有龐大的動員能力。這種一呼百諾的傳播特性，使得中國官方在2013年頒布法規限縮微博的言論空間，並首次將網路安全提升至元首層級予以監管，不讓微博成為干擾政治穩定的不利因素。微博平台成了網民和執政當局爭奪話語權的空間，形成中國政治演化過程的特殊景象。

關鍵字

微博；圍觀層次；關鍵節點；裂解式傳播

並列摘要

By examining the Yihuang demolition story in 2010 and Southern Weekly New Year's Greeting Incident in 2013 from the structure of communication in Microblog, this study aims to examine how the Microblog plays a vital role during the wei-quan (rights protection) movements waged by Netizens. After tracking the development of the two cases, I found that the wei-quan movements on the Microblog which creates a ＂Surrounding Gaze＂ communication framework. A ＂Surrounding Gaze＂ framework has three layers, including Core layer, Watching layer and Edge layer. Each layer has some ＂Key nodes＂ to share information with other followers and followers can share messages with several people at once. Therefore, this behavior of sharing messages continuously will form a communication process of fission on the Microblog, and disseminate messages to people at different layers. Because the Microblog has huge capacity of mobilization during the wei-quan (rights protection) movements, the Chinese government has decreed restrictions on microblogging trying to limit the microblog's speech space. Therefore, Chinese cyber space is still in the limited public sphere.