数字图书馆论坛2025，Vol.21Issue(9)：63-73,11.DOI:10.3772/j.issn.1673-2286.2025.09.007
网络UP主话语权评价研究
Evaluation of Online Discourse Power of Uploaders:A Case Study of Science Communication Uploaders on Bilibili Platform
摘要
Abstract
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.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Key words
Discourse Power of Online Uploaders/Discourse Power Evaluation/Foucault's Discourse Theory/Lasswell's 5W Communication Theory/Cloud Model/Bilibili Platform/Science Communication Uploader分类
社会科学引用本文复制引用
ZHAO RongYing,HONG ZhiSong..网络UP主话语权评价研究[J].数字图书馆论坛,2025,21(9):63-73,11.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. （编号:18ZDA325）
