网络推手参与的社交媒体舆情传播四方演化博弈

doi:10.12341/jssms22239

针对网络推手参与社交媒体的舆情炒作和操纵行为,探讨如何实现对社交媒体平台的舆情传播进行有效管控.构建基于网络推手、社交媒体平台、政府监管部门和网民等四方利益主体的演化博弈模型,分析各博弈主体的稳定策略,并通过实验仿真探讨关键要素对博弈模型的影响.研究得到如下结论:1)权威媒体及时辟谣能够有效阻断社交媒体平台上虚假舆情信息传播:2)政府监管部门加强对网络推手和社交媒体平台的有效监管,加大违规惩罚力度,可对网络推手起到有力警醒,督促社交媒体规范舆情信息推送流程;3)主流媒体平台发布的舆情信息较为可靠,网民对小道消息应及时查证.据此,提出政府有效监管社交媒体平台舆情传播的相关建议,为净化网络信息空间,保障网民权益,维护社会安定团结,提供决策参考.

关键词： 舆情传播, 社交媒体, 网络推手, 网络信息监管, 演化博弈

To explore how to effectively control the dissemination of public opinion on social media platforms in view of the hype and manipulation of social media by online promoters. We construct an evolutionary game model based on four parties, including online promoters, social media platforms, government regulators and Internet users, analyze the stabilization strategies of each game player, and explore the influence of key elements on the game model through experimental simulation. The following conclusions were obtained: 1) Timely disinformation by authoritative media can effectively stop the spread of false public opinion information on social media platforms; 2) Strengthening effective supervision by government regulators on network pushers and social media platforms and increasing the punishment for violations can serve as a strong warning to network pushers and urge social media to standardize the process of public opinion information pushing; 3) The public opinion information released by mainstream media platforms is more reliable, and netizens should check the gossips in time. Accordingly, we suggest the government to effectively regulate the dissemination of public opinion on social media platforms, so as to purify the online information space, protect the rights and interests of netizens, and maintain social stability and unity, and provide reference for decision-making.

Key words: Public opinion dissemination, social media, network pushers, network regulation, evolutionary game

MR(2010)主题分类:

91D10

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摘要

网络推手参与的社交媒体舆情传播四方演化博弈

The Quadratic Evolutionary Game of Social Media Opinion Dissemination Involving Network Pushers