Blog World Exchange Model Of Social Network Analysis

Blog is a new Social Software, which have changed the communication modal of the cyberworld since it appeared. Accordingly, tons of research showed up in this sphere in varieties of aspects, including Computer Science, Communication, Journalism, and Sociology, etc. This study is an empirical research, which aims to discover the way of interconnection of Chinese Blog Social Network by studying SINA blogs (http://blog.sina.com).The main research method is Quantitative Social Network Analysis, which showed up the characterizations of the Chinese Blogosphere Network by studying the density, the reachablity, the point centrality and the net centralization of the sample blogs. Besides SNA, I also adopted Statistic and Visualization Technique. The Statistics pointed out the interrelationship between point centrality and blog activity, while the Visualization Techinque made the research findings legibly.This paper includes 5 chapters: Chapter 1 tells the definition, history, actuality of Chinese blogs, especially blogs as social software; Chapter 2 introduces the idea of Social Network Analysis and the brief achievements of blog social network study in both America and China; Chapter 3 discussed the studying methods; Chapter 4 gives the research findings; and Chapter 5 makes the conclusion of this study.The study finds out that although SINA blogs are very active, they are not tightly interconnected with each other. The data shows that the sample blog network is neither dense nor expansive. There is no obvious central point in certain blog group. Although some groupings of blogs are more densely interconnected, the majority of blogs link sparsely or not at all to other blogs in the sample. Moreover, the Statistics tells us that the "most being-connected" blogs are those bolgs whose active index is in the median level.