Effects of Policy Communication Changes on Social Media: Before and After Policy Adjustment

Abstract

The structure of a policy communication network shows the effect of policy communication on social media. Policies need to be dynamically adjusted during the implementation process, which may affect the policy’s interaction on social media. Based on the Policy Network Theory, this study explores the effects of policy communication changes on social media before and after the adjustment of China’s Mass Entrepreneurship and Innovation (MEI) Policy using Exponential Random Graph Models (ERGMs) analysis and community analysis. The study reveals that after the policy adjustment, the communication network structure indicated a significant increase in triangular configurations, yet the formation of edges remained constrained. Meanwhile, cross-community connections in the communication network decreased, with communities exhibiting localized contraction, and emotional polarization becoming more pronounced. These phenomena occurred because policy adjustments have boosted interaction levels through new incentive mechanisms, whereas the content and delivery methods of policy communication remain insufficiently engaging, which constrains relationship-building. Additionally, the policy’s evolution from a mobilization–participation model to a vertical governance paradigm has systematically reconfigured inter-community interaction patterns, resulting in structural transformations in cross-group information flows. To enhance the dissemination of policies on social media, it is recommended to intervene in the policy communication network structure through role embedding, shift from a reactive public sentiment management paradigm to proactive emotional governance, and strengthen policy communication strategies that emphasize emotional resonance. These measures can improve the effectiveness of policy communication and help address the challenges posed by emotional polarization and network fragmentation.

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