社会物理学视角下的网络群体行为选择机理

Mechanism of network group behavior choice from the perspective of social physics

为研究当今社会网络群体行为选择的影响因素及演化机理,本文根据网络社会行为个体与力学中"粒子"的相似性,运用社会物理学研究方法,设计事件契合变量、政府影响变量、个体能力变量、信息导向变量等4个影响因素变量,描述各个变量的属性.事件契合变量包括事件敏感度、与公众经历的契合,政府影响变量包括沟通力、公信力、处置力度,个体能力变量包括认知能力、心理状态、行为状态,信息导向变量包括信息对称性、公正性、权威性.给出每一种影响因素的函数,建立不同要素之间的影响模型.在对五年来网络热点事件调研和主要媒体在不同阶段对其报道情况统计的基础上,根据"抢盐事件"的文本分析网络群体行为演化过程,并通过Matlab仿真验证.结果表明:导火索事件控制的力度会直接影响到次生事件演化的程度,政府起着主导作用;主流媒体的公正性和权威性是影响网络群体行为演化的重要因素;导火索事件与公众的契合度对网络群体行为有一定影响,但不起绝对作用;公众个体的认知能力、心理承受能力和行为能力对网络群体行为有一定影响,认知能力越强、越理性客观的公众越不容易受到他人意见的左右.

In order to study the influencing factors and the evolution mechanism of network group behavior choice in current society, this paper designs 4 influencing variables, i.e., event fit variable, government influence variable, individual capability variable, and information oriented variable, by applying social physics research methods based on the similarity between particles in dynamics and behavior individual in network society. The event fit variable includes the fit between event sensitivity and public experience. The government influence variable includes communication channels, credibility, and disposition. The individual capability variable includes cognitive ability, mental state, and behavioral state, and the information oriented variable includes information symmetry, impartiality, and authority. We described the attributes of each variable, presented the function of each influencing factor, and established the influence model between different factors. On the basis of the survey of the hot events on the Internet and the statistics of the reports of major media at different stages in the past five years, the paper analyzes the evolution process of network group behavior and verifies the results by Matlab simulation according to the text of "grab salt incident." Results show that the intensity of fuse incident control directly affects the evolution of secondary events, in which the government plays a leading role. The impartiality and authority of the mainstream media are important factors that influence the evolution of network group behavior. The fit between fuse incident and the public has a certain impact on the network group behavior, but it does not play an absolute role. Individual cognitive ability, psychological endurance, and behavior ability of the public have certain impact on the network group behavior. The rational and objective public who have stronger cognitive ability are less likely to be influenced by others’ opinions.