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基于线上线下网络的舆情传播模型研究

ISSN号：1003-1952
期刊名称：《管理评论》
时间：0
分类：TP316.7[自动化与计算机技术—计算机软件与理论;自动化与计算机技术—计算机科学与技术]
作者机构：[1]大连理工大学管理科学与工程学院,大连114023, [2]新疆财经大学计算机科学与工程学院,乌鲁木齐830001
相关基金：国家自然科学基金项目（71371039;91024003;91024031;71561025;61163066）; 新疆社会科学基金重点项目（14AXW015）

作者：于凯[1,2], 荣莉莉[1], 郭文强[2], 刘泉[1], 颜克胜[1]

关键词：舆情传播, 线上线下, 双层耦合网络, 对称和非对称传播机制, public opinion dissemination, online-offline, bilayer-coupled networks, symmetrical and asymmetrical dissemination mechanism

中文摘要：

当前,舆情传播模型及其演化研究大多是从在线社会网络（线上网络）或物理接触网络（线下网络）单一角度考虑。然而,现实中的舆情传播同时发生在线上网络和线下网络中,单一网络结构不能完整地反映更符合实际的舆情传播动力学模型。为此,本文构建了线上线下的双层耦合网络模型,并结合传播学和社会心理学理论,提出了层间对称和非对称的促进-抑制舆情传播机制。数值和实例分析的结果较好地验证了理论解析：（1）对称传播机制中,同配和异配层间连接模式促进了线上线下网络中的舆情传播速度和传播范围。有趣的是,耦合小世界网络中始终产生最有效的传播;（2）非对称传播机制中,同配连接模式对线上线下网络中舆情传播的抑制作用大于异配连接。

英文摘要：

Abstract： To date, researches on the model and its evolution mechanism of public opinion dissemination have largely focused on two separate networks perspectives, namely, online social networks （online networks） and offline physical contacting networks （offline networks）. However, public opinions in the real-world are disseminated on online social networks and offline networks simultaneously. Hence, a single online or offline network perspective is not sufficient to capture and reveal transmission dynamics model of public opinions in line and offline networks. The results of experimental simulation and case validation well support the reality. In the current research, we develop a model based on bilayer-coupled networks including both online and offline networks. Moreover, drawing on the theories of communication and social psychology, we propose the symmetric and asymmetric dissemination mechanisms for promotion and inhibition between onoretical analysis by showing that： i） under the symmetrical dissemination mechanism, both the assortative and disassorative links can promote the dissemination speed and range of public opinions in a bilayer network. Interestingly, the coupled smallworld networks always yield the most effective diffusion; ii） under the asymmetrical dissemination mechanism, the assortative link outperforms the disassortative link on the role of inhabiting public opinion dissemination on online-offline networks. Our findings provide practitioners with theoretical and practical implications of adopting both qualitative and quantitative methods to handle various public opinion disseminations.

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