Abstract: Web2.0, as a representative social media, is bringing a profound impact and change on the mode of information dissemination, people’s new way of socializing and popular lifestyle. Social network has been a hot research area for academic and industry. This paper relies on the large-scale data of the famous Chinese social network websites (Sina Weibo), addressing the problems of information dissemination on social network. This paper reveals the mechanism of information dissemination on social network, and proposes a few models of information dissemination to try to analyze the rule of information dissemination. These research results can be widely used in the prediction of information dissemination, the perception of dissemination situation, the personalized information recommendation, precision advertising and so on. It also can be used to find out the illegal users and information to ensure the security of network and information.

Key words: social network, information dissemination, dissemination mechanism

摘要： 以Web2.0为代表的社会媒体正在深刻影响和改变信息的传播方式、人们的社交方式、大众的生活理念，社会网络也成为学术界和工业界的研究热点。以中国著名社交网站“新浪微博”的大规模数据为依托，研究了社会网络的信息传播问题，揭示了社会网络的信息传播机制，提出了几种信息传播模型，尝试剖析社会网络的信息传播规律。这些研究成果既可以应用于信息传播预测、传播态势感知、个性化信息推荐、广告精准投放等多个领域，也可以用于发现不良用户和信息，保障网络和信息安全。

关键词: 社会网络, 信息传播, 传播规律