基于社会化媒体的谣言受众反应分析方法及干预策略研究

项目名称： 基于社会化媒体的谣言受众反应分析方法及干预策略研究

项目编号： No.71203042

项目类型： 青年科学基金项目

立项/批准年度： 2013

项目学科： 宏观管理与政策

项目作者： 张自立

作者单位： 哈尔滨工业大学

项目金额： 24万元

中文摘要： 目前中国社会化媒体上谣言频发，常常对公众生活、企业运营和社会秩序带来严重影响。然而谣言本身并不具有破坏性，受众面对谣言时的趋同反应才是其产生巨大影响力和破坏力的主要因素。本课题基于社会化媒体上的天然数据,研究谣言受众反应的分析方法及干预策略：①提出受众个体反应情感倾向和受众群体情感的测量方法，分析受众群体情感的内外部影响因素及变迁规律，探讨引导受众情感朝良性状态迁移的干预策略；②探索受众反应语义网络的构建方法和分析方法，挖掘受众反应诉求及其背后的共同因子，并提出引导受众诉求的干预策略；③研究受众观点被其他受众认同程度的计算方法，提出基于观点认同度的有影响力受众的识别方法，分析有影响力受众对受众群体交互网络演化、情感倾向变迁和诉求形成的影响机制，并探讨针对有影响力受众的干预策略。本课题将推动基于社会化媒体的谣言理论研究进展，为相关部门提高虚拟社会管理水平提供理论基础和方法支持。

中文关键词： 网络谣言；受众；识别；情感；关注

英文摘要： At present, rumours on social media sites occur frequently in China, which often have an enormous impact on public life, business operation and social order. However, rumours themselves are not destructive. It is the subsequent collective reactions of the audience that generate great influence and destructiveness. As such, based on the data collected from social media sites,this project investigates the analytical approaches and intervention strategies of the audience's reactions to rumours, including (1) to propose methods to measure sentiment orientations of the individual and the group who are affected by a rumour, analyze internal and external factors influencing the group sentiment and its changing pattern, and study intervention strategies that can lead the group sentiment to the desirable orientation; (2) to present methods of creating and analyzing semantic network based on audience generated content related to a rumour, analyze the audience's underlying appeals and the reasons behind them, and study intervention strategies that can guide the audience to express more reasonable appeals; and (3) to propose a method to calculate to what degree an individual's opinion is in accordance with others, study the method of identifying the influencial people based on the measurement of the degree of accordance, an

英文关键词： online rumors；users；identification；sentiment；attention