中文摘要：

该文从媒体性和社交性两方面入手，区分两种效应对于信息传播产生的影响。实证分析了新浪微博中大规模的信息转发行为，发现大规模转发链的信息扩散路径呈现出比较明显的星形结构，尤其是大度节点对于信息传播规模及传播速度的促进作用非常明显；另一方面，发现社交结构中好友的转发行为能提高用户转发的概率，且关系相对较强的双向好友之间的影响更大。

英文摘要：

In this paper, we try to distinguish between the two impacts from media and sociability for information spreading. We analyze the forwarding behavior in Sina Weibo and find that the large-scale microblogs’ forwarding chain spread path presents an obvious starlike structure, in which the big degree nodes play a very important role in promoting information spread scale and velocity. In addition, we observe that friend forwarding behavior can improve the user’s forwarding probability, and the impact is greater from the reciprocal links.