基于演化博弈的网络舆情涌现逻辑与城市文化形象管理  

Evolutionary Game-based Emergence Logic of Network Public Opinions and Urban Cultural Image Management

作　　者：李燕丽 王文姬 阮南燕[4] Li Yanli;Wang Wenji;Ruan Nanyan

机构地区：[1]南京航空航天大学 [2]南京传媒学院 [3]南京邮电大学 [4]浙江传媒学院文学院

出　　处：《文化产业研究》2023年第1期228-242,共15页Cultural Industry Research

基　　金：浙江省哲学社会科学规划课题“网络剧伦理体系重构研究”(22NDJC117YB);江苏省高校哲学社会科学研究一般项目“网络舆情演化博弈与城市文化形象协同管理研究”(2023SJYB0629)的阶段性成果。

摘　　要：网络舆情中真假信息交互涌现,混淆视听,扰乱公共空间秩序,损害着城市文化形象。本文基于“经济人”“社会人”双重属性假设及模仿理论,构建网络舆情中引领者与追随者之间的动态演化博弈模型,借助MATLAB数值模拟仿真,开展策略演化稳定性研判和真假信息涌现分析。研究发现,“社会人”偏好下,策略演化具有鲁棒性,有益于真实消息涌现;“经济人”偏好下,演化情形对引领者的影响力、模仿成本、虚假传播及模仿风险等具有敏感性,真、假信息涌现取决于以上参数值。基于分析结果,提出选择性目标免疫、全民媒介素养教育、网络实名、树立城市文化形象危机公关意识等策略,预防舆情危机发生,助力城市文化形象管理。The exchange of true and false information on network public opinions has emerged,confusing the public,disturbing the order of cyberspace,and damaging the cultural image of the city.Based on the dual attribute hypothesis of"economic man"and"social man"and the imitation theory,this paper constructs a dynamic evolutionary game model between initial communicators and followers in network public opinions.With the help of MATLAB numerical simulation,it analyzes the stability of strategy evolution and the emergence of true and false information.The results show that the strategy evolution is robust under the"social man"preference,which is the benefit to the emergence of true information;while under the"economic man"preference,evolution is sensitive to factors including the influence of initial communicators,imitation costs,and risks of false transmission and imitation.Hence,the emergence of true/false information depends on the value of the above factors.Based on the analysis results,strategies such as selective target immunization,national media literacy education,exploring online real-name,and establishing crisis public relations awareness of urban cultural image are proposed to prevent the occurrence of public opinion crisis and help the management of urban cultural image.

关 键 词：网络舆情 城市文化形象 演化博弈 经济人 社会人 模仿理论 

分 类 号：G206[文化科学—传播学] C912.63[经济管理]