[目的/意义]为了解传统媒体微博与新媒体微博信息传播规律与特征的差异，识别各类型媒体微博中具有高度影响力的媒体微博节点，以促进媒体微博的全面发展。[方法/过程]研究基于社会网络理论，选取新浪微博中的传统媒体微博及新媒体微博各50个作为研究样本，测度其社会网络结构特征，比较分析两者的信息传播规律。[结果/结论]研究发现，传统媒体微博和新媒体微博网络整体均较为紧密，且传统媒体微博高于新媒体微博；信息在传统媒体微博网络中的传播较新媒体微博更为便利，信息转移效率更高，网络节点之间的整体凝聚性更强；传统媒体微博中纸质媒体微博在地位上占据绝对优势，而新媒体微博中各类型媒体微博则相对发展均衡；新媒体微博权利更为集中，呈现两极分化状态，而传统媒体微博则更为均衡。
[Purpose/significance] In order to know the differences between the traditional media microblogging and the new media microblogging in terms of communication rules and features, and push forward the media microblogging in a comprehensive way, it is necessary to identify the media microblogging nodes which have great influence on the media. [Method/process] On the basis of the social network theory, 50 samples, including both the traditional media microblogging and the new media microblogging, were selected for the study. Their social network architectural features were measured and information communication rules were analyzed. [Result/conclusion] According to the study, it is found that the network for the traditional media microblogging and the new media microblogging are both dense. Actually, the traditional media microblogging is denser than the new media microblogging. Besides, the communication of the traditional media microblogging is more convenient than that of the new media microblogging and the information transfer is more efficient. The coherency of the network node will be stronger. For the traditional media microblogging, the paper media microblogging has absolute advantages; for the new media microblogging, all kinds of the media microblogging are developed in a balanced way; for the new media microblogging, the power is more concentrated so that we can see there is a trend of polarization. For the traditional media microblogging, the development is more balanced.
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