The Research Of Information Dissemination Model Based On Multi-Hierarchical Social Networking Service

With the rapid development of the Internet as well as the large-scale emergenceof Web2.0, a large number of online social networking applications with differentpurposes and functions have arisen, such as blog, micro-blog and Social NetworkingService (SNS) websites. SNS websites have developed rapidly in recent years andbecome an indispensable platform for users to collect and disseminate information,express their views and communicate with others. However, the negative impact ofSNS cannot be ignored. Rumors and defamatory information spread willfully, whichhas a negative effect on society even broken the social order. In order to give full playto the positive role of SNS in information dissemination and promote the healthydevelopment of SNS, this paper gives research on theory of information disseminationin SNS, and builds information dissemination models for SNS, as well as exploresinformation dissemination rule.At present, with the large-scale emergence of SNS, social networkingenvironment has become increasingly complex. Especially, different SNS websiteshave presented interactive trend. In order to understand information disseminationprocess under complex social networking environment, this paper does research oninformation dissemination model based on SNS from the perspective of the networkhierarchy. The main work of this paper is as follows.This paper gives analysis of information dissemination process and refinesinformation dissemination mechanism from specific SNS applications. By introducingfactor of information value to the epidemic model (SEIR), the status of userinformation dissemination has been defined. The S-SEIR model for describinginformation dissemination in single-layer SNS website has been proposed. Theexperimental results show that information value is an important factor in informationdissemination process for SNS.On the basis of S-SEIR model, information dissemination process inenvironment of a variety of social networking service applications (double-layernetwork) has been analyzed. By defining external opinion field and analyzing impactof different users behavior (such as following, commenting, sharing in website or sharing out website), a model for double-layer SNS named O-SEI2R model has beengiven. By model simulation, the results show that the collaboration or inhibitrelationship between the different social networking service websites can affect theinformation dissemination process in SNS.In the end, this paper discusses intervention strategies for informationdissemination from four aspects: information content, route of informationdissemination, information subject and information environment. These results ofresearch provide theoretical and methodological support for understanding rule ofinformation dissemination and building control mechanism for SNS.