舆情信息竞争式跨网络传播及干预策略研究  

Competitive Cross-Network Dissemination and Intervention Strategies of Public Opinion Information

作　　者：侯艳辉[1] 张昊 王家坤[1] HOU Yanhui;ZHANG Hao;WANG Jiakun(College of Economics and Management,Shandong University of Science and Technology,Qingdao,Shandong 266590,China)

机构地区：[1]山东科技大学经济管理学院,山东青岛266590

出　　处：《山东科技大学学报（社会科学版）》2023年第6期89-102,共14页Journal of Shandong University of Science and Technology(Social Sciences)

基　　金：山东省自然科学基金项目(ZR2021QG035);山东省社会科学规划研究项目(22DGLJ27);山东省社会科学规划研究项目(20CGLJ21);青岛市哲学社会科学规划项目(QDSKL2201115)。

摘　　要：新媒体环境下,舆情信息竞争式跨网络传播及干预策略研究,对政府、社交平台等监管主体引导网络舆论、营造清朗网络空间具有重要意义。结合复杂网络与平均场理论,提出舆情信息竞争式跨网络传播模型,并借助仿真实验探究两类舆情信息的演化规律,识别舆情引导的关键方向;随后针对两类社交网络中网络舆情传播的引导,深入讨论网络舆情传播干预过程中的时、度、效及优化问题。研究结果表明,舆情信息竞争式跨网络传播主要依赖开放式在线社交网络中的用户行为;相较于干预强度,舆情信息的演化过程对干预时机的变化更加敏感;在成本约束条件下,面对不同类型网络中的网络舆情传播,监管主体应采取异质化的干预策略。Under the new media environment,research on the competitive cross-network dissemination and intervention strategies of public opinion information(also referred to as public opinion)is of great significance for the government,social platforms and other regulators to guide public opinion and create a clear cyberspace.Combined with the theory of complex networks and mean field,this paper proposes a model for competitive cross-network dissemination of public opinion,explores the evolution laws of two types of public opinion and identifies the key directions for public opinion guidance through simulation experiments.Then,the issues of intervention timing,intensity,effect and optimization in the intervening process are discussed in depth in two types of online social networks(OSN).The results show that the competitive cross-network dissemination of public opinion mainly depends on netizens’behaviors in open OSN;compared with intervention intensity,the evolution process of public opinion is more sensitive to the change of intervention timing;and the regulators should adopt heterogeneous intervention strategies facing public opinion in different types of OSN under the cost constraints.

关 键 词：舆情信息 跨网络传播 干预策略 在线社交网络 

分 类 号：G206.3[文化科学—传播学]