将创新扩散理论与知识图谱结合，通过对中国大陆六大新闻传播期刊1996-2015年刊登的新媒体类文章的扩散趋势、关键节点和共现网络的分析，揭示新媒体研究作为新知识在我国大陆新闻传播学术界的扩散规律。研究发现，新媒体研究在国内新闻传播学界的扩散经历起飞阶段后，已经越过临界规模进入可自我持续的发展阶段，但尚未形成独立和划分更为细致的分支，研究扩散依赖高频核心关键词的“虚热”现象明显。其扩散模式是研究者通过各种渠道感知到新媒体是社会热点后，结合自身学术专长或兴趣做独立研究，学术对话和合作缺乏，热度的扩散比知识的扩散更为显著。新媒体研究是从知名学者向普通学者、知名机构向普通机构扩散。扩散结果显示核心机构学者与非核心机构学者之间存在数字鸿沟。被引期刊从新闻传播学权威期刊向普通期刊和其他学科期刊扩散，说明研究随着扩散从封闭走向开放。

By combining the theory of innovation diffusion with mapping knowledge domains, and analyzing diffusion tendency, key nodes and co-occurrence networks of papers on new media published by six journalism and communication journals from 1996 to 2015, this study is to illustrate the diffusion law of ‘new media’ research.This paper reveals that there are two stages in‘ new media’ research in mainland China:‘take-off’ phase and self-sustaining phase. However, it has not yet become an independent and specific branch, and the diffusion of research is obviously dependent on some high-frequency key words. Diffusion outcomes show that digital divide exists between core institutions and ordinary institutions. Journal citation source is expanding from the outstanding journals to the ordinary and journals of other discipline, indicating that ‘new media’ research in mainland China is a closed system on the whole but appears some opening tendency.