网络舆情认知机理分析

Cognitive mechanism analysis of network public opinion

网民群体的利益需求与心理作用力是网络舆情形成的内因。本文从认知心理学的角度分析网络舆情认知机理,并借鉴信号与系统中激励和系统的分析方法,结合复杂网络理论,建立了网络舆情扩散传播模型。其中,网络舆情扩散传播的强度由社会公共事务信息(刺激源)、网民心理和网络信息对受众认知影响等因素决定;网络舆情扩散传播的范围由网络空间社会结构决定。此外,简要分析总结了网民心理及其表征,以及网络信息对受众认知影响的因素和途径。

The interest needs and psychological forces of netizens are the internal factors of the formation of network public opinion. This paper analyzes the mechanism of network public opinion cognition in the perspective of cognitive psychology. By borrowing the analysis method of excitation and system in signal and system domain, a diffusion and propagation model of network public opinion is established based on the complex network theory, where the spread intensity of network public opinion is determined by factors such as social public affairs information(i.e. stimulus source), netizen psychology and network information influence on audience cognition;the spread range of network public opinion is determined by the social structure of cyberspace. Finally, a brief analysis and summary is made on the netizens’ psychology and its characterization, as well as the factors and ways that network information affects audience perception.