The Spreading Model Of Government Micro-blog In Complex Networks

With the development of network technology, the knowledgespreading on virtual community is more and more quickly，emergingas the times require, micro-blog have become an important way forpeople sharing and acquiring knowledge, more and more governmenthave founded their own official micro-blog, this become a hotphenomenon. Governments have used micro-blog as a platform tosend news and process the interaction with people. Micro-blog haveimprove the work efficiency of the government and really can solvemany problems the people have. The governments are all sparing noeffort to make themselves be the “sunshine governments”. However,recently, the study about information’s spreading in governmentmicro-blog still rest on the qualitative analysis and there were only afew papers which founded the models basic on the informationspreading process. Some of the achievement are directly use the SIRand other traditional epidemic model into the community ofmicro-blog which often lose sight of the influence factor of humanbehavior pattern which is very important to the information spreading.This result in the big difference between the research results and thereal data.Basic on this, this paper would improve the original epidemic model though add an intention factor and found the new governmentmicroblog transfer models which include two parts: the model ofinformation spreading in a community and the model of informationspreading in different communities. Firstly, this paper have given asimple introduction about the related theory （including complexnetworks theory，government micro-blog and community structure）,then we have taken the Beijing Municipal Education Commission’sofficial micro-blog as an example, studied the factors which makeinfluence on the knowledge spreading—the contact rate, spreadingrate, immunization rate and the intention index. Basic on this, we havefound the models mentioned before. Next, we have simulated themodel and done the parameter analysis and we have taken anexample to make a simple instance analysis. In this paper, We haveselected one of the micro-blog which sent by Beijing MunicipalEducation Commission——“migrated children go to school”. At last,we have reached a conclusion，make clear the transfer mechanism ina systemic and scientific way. From this study，we have learned thespreading law from this study. Firstly, to increase the contact rate,government should have the professional team to management themicro-blog. Secondly, to increase the spreading rate, we should takesome political and ideological education to make people more careabout the national affairs. Thirdly, to reduce the immunization rate,government should change the information’s expression way to addthe people’s feeling of freshness duration. Fourthly, governmentshould take advantage of the opinion leader. At last, governmentshould do more interaction with people.This study’s innovation point is we have add the intention factor to the model and study the information spreading from the view ofcomplex networks. Compared with the previous qualitative analysis,this study is help for people to understand the government micro-blog’smean in a more scienific way, the models we founded also have asignificant mean to the develop the software which can be used tocontrol the information’s spreading in the virtual community.