郭庆松:上海应用技术大学教授,法学博士,经济学博士后。研究方向:管理学、领导科学。
F224.3/G206
作为网络舆论的传播和发源地,社交平台对舆论引导起着极其重要的作用,因此,加强对社交媒体的监管力度是控制舆论发酵的必要手段之一。为了更好地引导舆论方向,从根本上探究社交媒体监管力度强弱对网络舆论危机的影响效应,本文构建了社交媒体网络平台与网民群体间的演化博弈模型,分析了在有平台惩罚机制和无平台惩罚机制监管下网民群体间(发表虚假信息者与发表正确信息者)的博弈关系。研究发现,网络平台采取强硬的管制措施时,会促使多数网民选择传播正确信息,网络平台管制措施力度较弱时,会促使多数网民为了获得更高的收益而选择传播虚假信息。当网络群体性事件在平台爆发时,平台应该采取强硬的管制措施对舆情事件进行管控和引导,应该建立或优化用户惩罚机制,实时监控后台数据信息状态,把控舆情初期的流传渠道和方向,增强舆情事件的可控性。研究结论佐证了当代社交平台管控发展的趋势,为社交平台应对复杂多变的舆论场危机提供了理论基础。
As the communication and origin of online public opinion, social platforms play an extremely important role in guiding public opinion. Therefore, strengthening the supervision of social media will become one of the necessary means to prevent losing control of public opinion. For better guide public opinion, fundamentally explore the impact of the strength of social media supervision on the network public opinion. This paper constructs an evolutionary game model between network platform and Internet users, and analyzes the game relationship between Internet users ( publishing false information and publishing correct information) under the supervision of platform punishment mechanism and no platform punishment mechanism. The study finds that when the network platform takes strict supervisory measures, most netizens will choose to publish correct information. When the network platform supervisory measures are weak, most netizens will choose to publish false information in order to obtain higher benefits. This paper suggests that when network public opinion break out on a platform, the platform should take strict regulatory measures to control and guide them. Therefore, it is suggested that the platform should establish or optimize the user punishment mechanism, monitor the background data information status in real time, control the transmission channels and directions of public opinion in the early stage, and enhance the controllability of public opinion events. The research conclusions and suggestions support the development trend of contemporary social media supervision, and provide a theoretical basis for social platforms to cope with the complex and volatile crisis of public opinion.
郭庆松,宁千慧.基于博弈论的网民舆论演化传播及其引导机制研究[J].上海对外经贸大学学报,2022,(3):111-124.
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