Research On The Propagation And Control Strategy Of Public Opinion Information In Online Social Networks

With the rapid development of communication technology and the popularization of so-cial platforms,the Internet has become an important platform and channel for netizens' daily communication,interest appeals,and emotional venting.Public opinion has also become the most active way of expressing netizens' thoughts.The propagation of online public opinion information(referred to as public opinion)in Online Social Network(OSN)has received much attention from academic circles and management practices due to its very important influence on national security,social,political,economic stability and even people's daily life.In the context of the current social media era,while using public opinion propagation to create benefits or values,how to manage and control the negative impact of public opinion diffusion on the government,enterprises and other social subjects has strong academic value and important practical significanceOn the basis of comprehensive analysis of the public opinion propagation characteristics in online social networks and related research results at home and abroad,we started from two perspectives of channels of public opinion spreading and types of public opinion,respectively,considered the propagation process of public opinion under the following four scenarios single-type public opinion in single-layer OSN,opposite public opinion in single-layer OSN,single-type public opinion in double-layer OSN and opposite public opinion in double-layer OSN.The public opinion propagation model is constructed by defining users' state,analyzing the public opinion spreading rules and defining the users' state transition probability.Then,the dissemination characteristics and rules of public opinion are discussed through theoretical analysis,simulation experiments and other analysis method.Finally,the control strategies of public opinion propagation under specific constrains are proposed based on the relevant research results.The main research contents and innovation points of this paper can be divided into the following four parts(1)The propagation and control of single-type public opinion in single-layer OSN.The propagation or evolution law of public opinion is closely related to its control,so it is very important to construct the spreading model that conforms to the actual propagation process of public opinion.Firstly,based on the infectious disease spreading model,a fixed-parameter public opinion propagation model was constructed under without considering the network topology,small world network and scale-free network three scenarios,respectively.And the spreading model was solved by theoretical analysis and simulation experiments,and the public opinion diffusion characteristics under three scenarios were compared.Then,on the basis of the fixed-parameter model,the influencing mechanisms of various factors such as,users' perceived value and the timeliness of information,on public opinion propagation process were analyzed,and the quantitative representation of various factors were expressed,then a varying-parameters public opinion propagation model was proposed.Lastly,based on the simulation results,we discussed the propagation law of public opinion and the mechanism of various factors on public opinion propagation process,and put forward a series of directions and countermeasures regarding public opinion spreading in practice and management.(2)The propagation and control of opposite-type public opinion in single-layer OSN.During the actual spreading process of public opinion,in addition to the public opinion we focused on,its opposite public opinion will also spread in the network,such as negative and positive public opinion,real and false information,and there will be a certain interactive mechanism between the opposite public opinion.Based on the last chapter,con-sidering the existence and propagation of the opposite public opinion at the same time,we redefined the users' state and the propagation rules and discretized the public opinion prop-agation process.And the users' state transition probabilities were redefined based on linear threshold theory.Then,the propagation law of public opinion and the influence mechanism of each factor on the spreading process of public opinion were discussed through simulation experiments.The results show that the topology of OSN,the proportion and location of the public opinion spreaders have a significant influence on the spreading process of public opinion,and we put forward the concept of node infection ability according to the result analysis.Lastly,we proposed the set of public opinion communication control strategies un-der the specific intervention cost by defining the cost function and the optimal public opinion spreading control strategy under the specific intervention cost condition is determined by simulation experiments.(3)The propagation and control of single-type public opinion in double-layer OSN.With the development of communication technology,the types of online social network platforms are gradually increasing,and there are some interactions or associations between many online social network platforms,which means that the dissemination of public opin-ion has the characteristics of multi-channel.In this chapter,the theoretical and conceptual models of double-layer online social networks were analyzed firstly.Then,the public opinion propagation model in double-layer OSN was proposed through defining users'state,public opinion spreading rules,users' state transition probability and the connection mode between double-layer OSN.It was found through theoretical analysis that compared with single-layer online social network,double-layer online social network promotes the spread of public opin-ion.Then,the characteristics and rules of public opinion propagation were analyzed through simulation experiments,and the influence of double-layer online social network interlayer connection mode on the public opinion propagation process was discussed.Finally,two kind-s of public opinion control strategies were put forward based on the theory of value creation,and the effectiveness of control strategies under different intervention point was discussed,and the best time to intervene in public opinion was determined(4)The propagation and control of opposite-type public opinion in double-layer OSN.Considering the simultaneous existence and dissemination of opposite public opinion and the multi-channel nature of public opinion propagation,in this chapter,we first defined the users' possible state during the process of public opinion propagation,especially further refined the types of public opinion spreaders,determined the spreading rules of public opinion,and explained the probability of state transition and the condition of state transition Then,simulation experiments were carried out based on the public opinion communication model,which discussed the propagation law of public opinion and the influence of network topology on the public opinion communication process respectively.Then,according to the different situations of public opinion propagation,such as negative public opinion only appears in the external network layer,only in the internal network layer,at the same time in the double-layer online social network,we proposed the control direction of public opinion propagation in different situations.Finally,the comprehensive influence of control cost and intervention time on the process of public opinion communication were discussed,and it pointed out that there existed optimal control cost interval and optimal intervention time interval for the control of public opinion propagation.The main research results and conclusions were summarized in the last chapter,and we also proposed the research directions and contents in future.