【摘要】 社交媒体上公益信任危机事件频频发生，影响了公益事业的发展和民众的参与热情，为提升政府和机构危机事件应对能力，应深入剖析其中的传播机理。首先，考虑情感极性和话题差异性变化，提出社交媒体上的公益信任危机事件争议性度量方法，刻画事件的争议性特点；其次，考虑复杂传播理论构建发起能力、社会强化和社会亲密度等传播过程度量方法，表示事件的网络舆情复杂传播特征，对新浪微博上吴鹤臣事件和青海地震事件开展定量分析，发现两个事件的发起能力、社会亲密度和复杂传播度取值变化有显著区别；最后，通过组态分析法发现了复杂传播特征组对争议度作用方式。更多还原

【Abstract】 The frequent occurrence of public welfare trust crises on social media have affected the development of public welfare undertakings and the enthusiasm of the people for participation. In order to improve the governance capabilities of governments and institutions, the diffusion mechanism should be deeply analyzed. In order to describe the controversial characteristics of the events, considering the polarity of emotion and the difference of topics, this paper proposes a measurement method for the controversy of public benefits trust crises events on social media. By considering the complex contagion theory, the contagion process measurement methods such as initiation ability, social strengthening and social kinship can be constructed, which can express the characteristics of online public opinion dissemination and verify its impact on the controversy. Then taking the " Wu Hechen event” and “Qinghai earthquake event” on Sina Weibo as an example, the empirical research was carried on and found that the degree of controversy of public welfare trust crises has a large fluctuation.Moreover, the changes of the initiating ability, social kinship and complexity propagation of public welfare trust crises are significantly different from each other. Finally, through the QCA method, the action mode of complex diffusion feature on dispute degree is found.更多还原