Research On Personal Communication Strategy Of Public Opinion Crisis Based On Multi-agent Modeling

Today,in the stage of social transformation,there are many unexpected crisis events.With the rapid spread of mobile Internet and new media,enterprises have a large impact and a long duration of unexpected negative events.Under the fermentation of public opinion,it has an inestimable negative impact on enterprises.This study will analyze the personal relationship coping strategies adopted by enterprises in the face of public opinion crisis,and explore the role and effect differences of different coping strategies under different public attitude structure by using computer simulation method,so as to provide suggestions for enterprises to better resolve public opinion crisis,so this study has very important practical significance.Based on the theory of psychological social judgment,this study constructs an individual attitude evolution model under the public opinion crisis.At the same time,in order to actively control negative public opinion and combine with the characteristics of complex network structure,four kinds of personal communication strategies are proposed,which are random strategy,target strategy,acquaintance strategy and double acquaintance strategy.Combining the evolution model of attitude with the strategy of network water army,we can spread the positive information of enterprises through a certain number of network water army in the public,and observe the final evolution of public attitude under the influence of the strategy of water army.In the experiment design,according to the setting of several key parameters,three research situations are divided,which are assimilation effect,neutral effect and contrast effect.Two influencing factors are initial attitude distribution mean and network density.Through the use of repast Simphony simulation software to simulate the evolution process of public attitude under the guidance of the network water army which disseminates positive information when an enterprise is in a crisis.To explore the effectiveness of four strategies in three different situations and two different influencing factors and the differences between them.The results of the final statistical analysis show that different strategies have different effects in different situations.In the assimilation effect situation,only when the average distribution of initial attitude is high,the four strategies can obviously change the public attitude.Among the four strategies,the target strategy is the mosteffective.In the neutral effect situation,although the four strategies have some positive effects,the overall average attitude is still negative under the four strategies.The effect of the naval strategy has certain limitations for the practical significance,and there is no difference between the four strategies.In the contrast effect situation,the naval strategy not only has no effect,but also creates its own opposition,so it can not be used in the contrast effect situation.Among the four strategies,the negative effect of target strategy is more obvious.Based on the above conclusions,this paper puts forward some suggestions on how to use the network water force correctly to deal with the public opinion crisis.First,enterprises should have a clear understanding of their own public opinion crisis when choosing whether to implement the strategy of naval communication.Second,understand the attitude structure of the public,and implement a reasonable delivery strategy for the actual situation.Third,pay attention to the cultivation of opinion leaders and guide the evolution direction of public opinion.Fourth,the choice of the enterprise's water army strategy should be flexible and analyzed according to the specific situation.Fifth,enterprises need to pay attention to some extreme situations.At last,the shortcomings of this study and the prospect for the future are put forward.