Heterogeneous Diffusion of Government Microblogs and Public Agenda Networks during Public Policy Communication in China

Abstract

During public policy information diffusion, policy interpretation on government microblogs and public attention interact, but there are certain differences. We construct a research framework for the heterogeneous diffusion of public policy information on government microblogs. An empirical study is conducted based on the Network Agenda Setting (NAS) model. First, a combination of topic mining and content analysis is used to identify the issues discussed by government microblogs and citizens. Then, we use the importance of nodes in Degree Structure (DS) and Flow Structure (FS) entropy to measure their attention to different issues. Finally, the Quadratic Assignment Procedure (QAP) correlation and regression analysis explore the degree of heterogeneity and causal relationship between government microblog agenda networks (GMANs) and public agenda networks (PANs). We find that GMANs influence PANs and the degree of heterogeneity between them is relatively low at the beginning of policy implementation. However, as government microblogs reveal positive effects of policy implementation, they fail to influence PANs effectively, and there is a greater degree of heterogeneity between them. Moreover, PANs do not significantly affect GMANs. The dynamic leading relationship between GMANs and PANs in public policy diffusion is clarified, helping to shape the image of digital government in public opinion.