| 赵蓉英,洪志松.网络UP主话语权评价研究——以Bilibili平台科普类UP主为例[J].数字图书馆论坛,2025,21(9):63~73 |
| 网络UP主话语权评价研究——以Bilibili平台科普类UP主为例 |
| Evaluation of Online Discourse Power of Uploaders: A Case Study of Science Communication Uploaders on Bilibili Platform |
| 投稿时间：2025-08-24 |
| DOI：10.3772/j.issn.1673-2286.2025.09.007 |
| 中文关键词: 网络UP主话语权；话语权评价；福柯话语理论；拉斯韦尔5W传播理论；云模型；Bilibili平台；科普类UP主 |
| 英文关键词: Discourse Power of Online Uploaders; Discourse Power Evaluation; Foucault’s Discourse Theory; Lasswell’s 5W Communication Theory;Cloud Model; Bilibili Platform; Science Communication Uploader |
| 基金项目:本研究得到国家社会科学基金重大项目“构建中国话语权的评价科学理论、方法与应用体系研究”（编号：18ZDA325）资助。 |
| 作者 | 单位 | | 赵蓉英 | 武汉大学信息管理学院；武汉大学中国科学评价研究中心 | | 洪志松 | 武汉大学信息管理学院；武汉大学中国科学评价研究中心 |
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| 中文摘要: |
| 当前网络平台内容日益丰富，网络话语成为引领和影响大众日常生活乃至学术科技创新的重要力量，网络UP主之间的话语权竞争日渐激烈。对网络UP主话语权进行评价研究有助于构建有序的舆论环境以及优化网络信息资源质量。本文基于福柯话语理论和拉斯韦尔5W传播理论，提出网络UP主话语权的概念内涵，进而剖析其形成机理；在此基础上构建了包括网络创作力、网络传播力、网络引领力和网络影响力4个一级指标的网络UP主话语权评价指标体系；通过爬虫技术和BERT-Base-Chinese模型获取指标数值后，采用层次分析法和熵权法对指标进行赋权；使用TOPSIS法对Bilibili平台3类关键科普UP主进行综合评价，使用云模型将定量评价结果转化为基于概率的定性评价。研究发现：科普自媒体中的意见领袖类UP主话语权较为强势；科普组织机构类UP主话语权居中，但最不稳定；学术专家类UP主的话语权最为弱势。对此，提出可以从网络UP主主体、网络传播和网络受众3个方面提升网络UP主的话语权。 |
| 英文摘要: |
| With the increasingly diverse content of online platforms, online discourse has become a significant force guiding and influencing public daily life and even academic and technological innovation. Competition for discourse power among online uploaders is intensifying. Conducting evaluative research on the discourse power of online uploaders helps foster an orderly public opinion environment and optimize the quality of online information resources. Based on Foucault’s discourse theory and Lasswell’s 5W communication theory, this paper proposes the conceptual underpinnings of online uploaders’ discourse power and analyzes its formation mechanism. Subsequently, an evaluation index system is constructed, comprising four primary indicators: online creativity,online dissemination capacity, online leadership, and online influence. Indicator values are obtained through web crawling and the BERT-Base-Chinese model, with weights assigned using the analytic hierarchy process and entropy weight method. Finally, the TOPSIS method is applied to comprehensively evaluate three key types of science communicators on the Bilibili platform, while a cloud model transforms quantitative results into probability-based qualitative assessments. The findings reveal that opinion-leader type uploaders in science communication possess relatively strong discourse power; science-oriented institutional uploaders demonstrate moderate but the most unstable discourse power; and academic-expert uploaders exhibit the weakest discourse power. Accordingly, this paper proposes strategies for enhancing uploaders’ discourse power from three aspects: the uploaders themselves, online communication mechanisms, and the online audience. |
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