公共信息传播模式与公众获取的演化博弈分析——基于“互联网+”环境

Evolutionary Game Analysis of Public Information Dissemination Mode and Public Access:Based on "Internet Plus" Environment

提高“互联网+”环境下公共信息的可获取性和易传播性,增强公众对公共信息服务的整体满意度无疑具有重要的作用。从传播学视角对公共信息传播模式与公众获取行为进行系统考察,构建“互联网+”环境下公共信息传播模式与公众获取行为的演化博弈模型,探讨不同情形下均衡点的稳定性,并对模型进行数值仿真分析。研究发现,公共信息传播模式以及公众获取公共信息的策略受多种因素的影响且分别是各因素的增减函数,求得上升与下降的梯度值。当在大众传播模式下的额外收益小于在分众传播模式下的额外收益,政府将会采取分众传播策略、公众将会采取获取公共信息的策略。

It is undoubtedly important to improve the accessibility and dissemination of public information under the environment of "Internet Plus" and to enhance the overall satisfaction of the public with public information services. From the perspective of communication, a systematic study of public information dissemination mode and public access behavior has been conducted. An evolutionary game model of public information dissemination mode and public access under the environment of " Internet Plus " has been constructed, then the stability of equilibrium points under different circumstances has been discussed, and the numerical simulation of the model has been carried out. The results show that, the public information dissemination model and the public’s strategy for accessing public information are affected by a variety of factors, which are the increasing and decreasing functions of various factors, and the rising and falling gradient values are obtained. The government will adopt a fractional dissemination strategy and the public will adopt a strategy of acquiring public information, when the government’s extra income under the mode of mass communication is less than under the split-communications mode.