移动网舆情演化博弈分析:以微信公众号为例

Evolutionary Game Analysis on Internet Public Opinion:A Case Study of WeChat Official Accounts

针对当前移动网络舆情传播速度快、预警效果差等问题,以微信公众号为例,提出基于演化博弈的移动网络舆情主体行为策略分析方法。通过构建监管者-运营者-使用者三方博弈模型,探索各主体的稳定状态。结果表明,建立政府各级各类官方微信公众号、加强对高频高流微信公众号的引导和管控、提高网络舆情分析预警能力都对网络舆情在微信公众号的传播具有积极影响。

Aiming at the problems of rapid spread of mobile network public opinion and poor early warning effect,taking the WeChat official account as an example,an evolutionary game-based mobile network public opinion subject behavior strategy analysis method is proposed.This paper explores the stable state of each subject by constructing a regulator-operator-user tripartite game model.The results show that the establishment of various official WeChat official accounts at all levels of the government,strengthening the guidance and control of high-frequency and high-current WeChat official accounts,and improving the ability of online public opinion analysis and early warning all have a positive impact on the spread of online public opinion on WeChat official accounts.