社会化媒体中突发公共卫生事件网络舆情的传播演化机制及干预策略研究

项目名称： 社会化媒体中突发公共卫生事件网络舆情的传播演化机制及干预策略研究

项目编号： No.71503033

项目类型： 青年科学基金项目

立项/批准年度： 2016

项目学科： 管理科学

项目作者： 丁学君

作者单位： 东北财经大学

项目金额： 18万元

中文摘要： 突发公共卫生事件舆情具有突发性、持续性、多变性、非理性和群体极化性的基本特征，这些特征将导致事件危害性的扩大和恐慌情绪的蔓延，甚至激发一系列衍生事件。社会化媒体因庞大的用户规模和开放性、即时性与互动性等特点，成为突发公共卫生事件舆情传播的重要渠道。本项目以社会化媒体中突发公共卫生事件网络舆情为研究主体，将心理层面的舆论观点演化机理、社会层面的舆情传播规律以及危机管理层面的政府干预机制相结合，构建考虑舆论环境、个体心理特征及意见领袖影响的舆论观点演化模型；构建考虑舆情传播演化的内部动因和外部动因共同作用的舆情信息传播模型；设计考虑传播主体的认知差异、社会威慑力度及意见领袖影响的舆情干预策略。本项目的研究可以更好地揭示社会化媒体中突发公共卫生事件的舆论观点演化、个体传播行为以及舆情传播过程之间的内在联系和本质特征，并为相关部门制定突发公共卫生事件舆情控制策略，提供决策理论、方法和决策支持工具。

中文关键词： 突发公共卫生事件；社会化媒体；舆情传播；观点演化；干预策略

英文摘要： Network public opinion of public health emergencies has been characterized by paroxysm, continuous evolution, variability, irrationality and group polarization. These characters will lead to greater expansion of harmfulness and the spread of panic, and even trigger a series of derived events. The social media has become one of the important propagation channels of network public opinion because of their large scale of users and open, real-time and interactive features. This project views network public opinion of public health emergencies in social media as the study object, and combines the researches on the opinion evolution mechanism on psychology level, public opinion propagation laws on social level, government intervention mechanism on crisis management level. Both a public opinion evolution model considering public opinion environment, individual psychological features and opinion leaders, and a public opinion information propagation model considering internal motivation and external motivation will be built. Furthermore, the public opinion intervention strategies will be designed considering the cognitive difference, social deterrent efforts and opinion leaders. This project can reveal the intrinsic relationship and essential characteristics between public opinion evolution, individual propagation behavior and public opinion propagation process, and it also can provide decision theory and support tools for relevant departments to develop network public opinion on public health emergencies control strategies.

英文关键词： Public health emergencies;Social media;Public opinion propagation;Opinion evolution;Intervention strategies