自媒体时代网络推手参与下的负面网络舆论传播及治理研究——基于三方博弈视角

Research on the Dissemination and Governance of Negative Network Public Opinion Participated by Web Hyper in the Era of We-media:Based on the tripartite game perspective

自媒体时代,纷繁复杂的网络信息填补着公众的碎片化时间,公众的注意力成为相关利益主体争夺的宝贵资源,网络推手应运而生,在负面网络舆论传播中有强大影响,成为治理网络舆论重要的研究对象.运用演化博弈方法构建了当事人、网络推手和监管者三方行为主体的博弈模型,对模型求解分析与数值仿真,研究各主体策略行为对负面网络舆论传播的作用机理,继而提出治理对策.通过对网络推手参与下负面舆论传播作用机理和影响因素的分析,有针对性的提出了降低负面舆论传播的监管成本、提高监管者的处罚力度、提高负面舆论传播成本、限制网络推手舆论传播收益等治理手段的具体措施.研究有助于有效治理负面网络舆论传播,净化网络空间.

Since the era of we-media,the complex network information fills the fragmentation time of the public,the public’s attention has become the valuable resource for the relevant stakeholders,and the web hyper has emerged as the times require.It plays an important role in the dissemination of negative network public opinion and has become an important research object in the governance of network public opinion.It discusses how to govern the dissemination under the participation of web hyper.The game model of the parties,network pushers and regulators is constructed by evolutionary game theory.The solution analysis and numerical simulation of the model are carried out,and then the countermeasures and suggestions are put forward to deal with the negative network public opinion.Reducing the government’s supervision cost,increasing punishment,increasing dissemination cost and reducing dissemination revenue can reduce the probability of negative public opinion promoted by web hyper,and specific measures are put forward.Research is helpful to effectively govern network public opinion and purify we-media space.