【目的】對新媒體環境下社會公益輿情網絡結構特征和信息傳播展開研究,對相關部門加強社會公益網絡輿情監管,為充分利用新媒體平臺開展社會公益服務提供幫助。【方法】基于社會網絡分析法,以新浪微博"畫出生命線"話題數據為樣本,從中心性、聚類和K-核三個社會網絡指標出發,對新媒體環境下社會公益輿情網絡結構特征和信息傳播展開研究。【結果】實證研究結果表明,新媒體環境下的社會公益輿情網絡為無標度網絡,各子社區具有相似的網絡結構,核心網絡雖相對緊密但分布廣泛,社會公益網絡輿情已經進入移動時代。【局限】數據來源不夠廣泛、未剔除沉睡用戶數據可能導致的研究偏差。【結論】在理論層面為社會公益網絡輿情提供新的研究視角,在實踐層面對相關部門加強輿情監控具有指導作用。

[Objective] The paper aims to help the government administrate online public opinion and social media profiles more effectively. [Methods] First, we retrieved data on the topic of "Draw up the Lifeline" from Sina Weibo. Then, we used centrality, cluster and K-core indicators to analyze the network structure and dissemination patterns of public opinion with new media. [Results] We found that online public opinion is disseminated through a scale-free network, and all communities had similar structures. The core network was relatively close but widely distributed, and the mobile technology played some major roles. [Limitations] The collected data was not comprehensive and the inactive users were not removed, which might generate some biased results. [Conclusions] This paper provides some new perspectives to research on social welfare movements. It also lists some practical guides to regulate online public opinion.