新媒体中考虑群体差异的谣言传播机理及干预策略研究

项目名称： 新媒体中考虑群体差异的谣言传播机理及干预策略研究

项目编号： No.71503163

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： 王筱莉

作者单位： 上海工程技术大学

项目金额： 17万元

中文摘要： 近年来，谣言层出不穷，严重影响了社会稳定和经济发展。尤其是随着新媒体（如博客和微博）的不断涌现，使得谣言传播渠道更多元化、传播速度更快、影响范围更广，易给个人、社会乃至国家造成极大危害。因此，如何减少新媒体中谣言传播和如何降低新媒体中谣言危害受到政府管理部门极大的重视。本项目致力于从群体差异的角度探索新媒介环境下谣言传播规律和谣言传播干预机理。首先，在研究群体行为和心理差异对谣言传播影响的基础上，结合复杂网络理论，构建新媒体中考虑群体差异的谣言传播模型。其次，从定量角度研究群体博弈机制和群体免疫机制对新媒体中谣言传播全过程影响，探讨两种机制对防控谣言传播产生的正面效果。最后，在人人网、微信等新媒体网络中，结合近几年经典谣言进行模拟仿真和案例分析，期望为政府制定谣言干预策略提供一定的理论依据。

中文关键词： 谣言传播；；复杂网络；；新媒体；免疫策略；群体差异

英文摘要： In recent years, various sorts of rumors have been sweeping around the world, which severely affect social stability and economic development. Especially, the emergence of new media (such as blogging and Weibo), bring more diverse rumor spreading channels、faster propagation speed 、 broader impact，which easily cause great harm to individuals, society and the nation. Therefore, in the new media, how to reduce the rumor spreading and the hazard caused by rumors are concerned greatly by government management departments. The project is committed to exploring the rumor spreading mechanisms and rumor intervention strategies from the perspective of group differences. First, we focus on the impacts of group behaviors and psychological factors on the rumor spreading, and build rumor propagation models considering group differences in new media, combined with complex network theory. Second, the influences of group game mechanism and group immune mechanism in the rumor spreading whole process are studied by using quantitative method, in order to investigate the positive effects of the two mechanisms on the prevention and control the spread of rumors. Finally, in the new media (such as RenRen and Wechat ), the classic rumor spreading cases are studied, to provide a theoretical basis for the government to develop rumor intervention strategies.

英文关键词： rumor spreading ;complex networks;new media ;immunization strategy;group differences