Diffusion Dynamics of Energy Saving Practices in Large Heterogeneous Online Networks

Online social networks are today’s fastest growing communications channel and a popular source of information for many, so understanding their contribution to building awareness and shaping public perceptions of climate change is of utmost importance. Today’s online social networks are composed of complex combinations of entities and communication channels and it is not clear which communicators are the most influential, what the patterns of communication flow are, or even whether the widely accepted two-step flow of communication model applies in this new arena. This study examines the diffusion of energy saving practices in a large online social network across organizations, opinion leaders, and the public by tracking 108,771 communications on energy saving practices among 1,084 communicators, then analyzing the flow of information and influence over a 28 day period. Our findings suggest that diffusion networks of messages advocating energy saving practices are predominantly led by the activities of dedicated organizations but their attempts do not result in substantial public awareness, as most of these communications are effectively trapped in organizational loops in which messages are simply shared between organizations. Despite their comparably significant influential values, opinion leaders played a weak role in diffusing energy saving practices to a wider audience. Thus, the two-step flow of communication model does not appear to describe the sharing of energy conservation practices in large online heterogeneous networks. These results shed new light on the underlying mechanisms driving the diffusion of important societal issues such as energy efficiency, particularly in the context of large online social media outlets.在线社交网络（Online Social Networks）如今已是增长最快的传播渠道，亦是多数人获取信息的重要来源，因此探究其对提升公众认知、塑造公众气候变化认知的作用至关重要。当前的在线社交网络由多元主体与传播渠道复杂交织而成，目前尚不清楚哪些传播者最具影响力、信息传播的具体模式为何，甚至连广受认可的两步传播模型（two-step flow of communication model）能否适用于这一新兴场域，仍未可知。本研究针对大型在线社交网络中的节能实践传播展开分析：研究团队追踪了1084名传播者在28天周期内发布的108,771条节能相关传播内容，剖析了信息与影响力的流动路径，研究对象涵盖组织、意见领袖（opinion leader）与普通公众三类主体。研究结果显示，倡导节能实践的信息传播网络主要由专业组织的活动主导，但这类传播并未有效提升公众认知——绝大多数相关内容均被困于组织闭环之中，仅在不同组织间相互转发。尽管意见领袖具备相当的影响力，但其在向更广泛公众传播节能实践方面的作用却较为有限。由此可见，两步传播模型似乎并不适用于大型在线异质网络中的节能实践分享场景。本研究结果为揭示能效等重要社会议题的传播内在机制提供了新视角，尤其针对大型在线社交媒体平台场景而言。