网络社区危机信息传播与干预研究
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摘要
在改革转型和信息化双力驱动下,当前我国特别容易爆发公共危机事件,可以说突发公共事件已成为我国现代社会的新标签,如何应对突发公共事件也成为考验我国政府执政能力的指标之一。从某种程度来说,突发公共事件的影响是由信息驱动的,突发公共事件的影响过程就是一个危机信息活动与演化的过程,因此危机管理的核心之一就是对危机信息的管理。
鉴于网络社区在危机信息传播中发挥着越来越突出的平台与渠道作用,我们有必要好好思考和进一步研究网络情景下,尤其是具有高互动性、组织性的网络社区中危机信息传播演化规律与机制,以及如何对网络社区中危机信息的传播进行科学的预警与有效的干预,从而有利于危机的控制和减少损失,有利于提高危机信息沟通的科学性、精准性和效果性。因此,本文研究内容重点主要聚焦在以下三个问题上
一、网络社区有哪些结构特征,这些结构特征又是如何影响危机信息传播与演化的?
二、网络用户行为分析对于解释网络社区中危机信息传播和演化具有重要价值,如何结合网民行为来研究网络社区危机信息传播呢?
三、危机信息管理者什么时候、什么程度、以什么方式介入到网络社区,对危机信息进行干预与调控呢?
我们必须敏锐地意识到,网络社区的结构特征与人际交流网的不同,以致在这两种介质上的危机信息传播规律也不尽相同,所以我们必须采取新的研究方法、新的研究视角,以有利于将其他观点应用于此分析框架,包括管理学、传播学、社会网络理论、行为科学以及复杂性科学等交叉学科的知识,来探索在网络社区中危机信息传播的普遍规律与干预机制。
文章选择网络社区来研究危机信息传播与干预,首先对象就有一定的创新性,而且这也是一个急需研究的问题,具体来讲,关于本文的创新,可从三个方面归纳：
第一、研究了考虑网络结构和群体行为的网络社区危机信息传播规律与机制。通过结合网络社区结构、群体行为与心理认知规律,运用仿真与实证研究两种方法,得到了传播演化规律较为一致的网络社区危机信息传播模型。通过研究发现,网络社区结构与群体行为直接影响着网络社区危机信息传播。
第二、提出了3F危机信息传播流的概念模型,从信息流、影响流、干预流三个方面刻画了危机信息在网络社区中传播的内在机制与规律,而这些传播机制与规律也直接关系到信息序列整体的发展趋势和对危机信息干预策略的选择。
第三、提出了较为完整的网络社区危机信息传播态势计量体系与干预触发模型,研究发现危机信息传播的不同发展阶段呈现出某种意义上的同质性,如果将这种特征看作传播演化系统的惯性,惯性的存在将是对危机信息传播演化趋势进行预测的重要基础。同时研究了具体态势计量指标,在这套指标基础上,提出了危机信息干预的两种模式,强势型干预与嵌入式干预。并创新地将行为经济学中记忆操纵模型运用到基于动态调整网民风险感知的危机信息发布中。
Under the effect of the reform and information technology, current public crisis in our country particularly vulnerable to outbreaks of, it can be said of public emergencies have become a new label of our modern society. How to respond to public emergencies has become a test of our government's ability to govern one of the indicators. To some extent, the impact of public emergencies are driven by information, the impact of the process of public emergency is a crisis information activities and the evolution of the process, so one of the core crisis management is crisis management information.
In view of the network communities in crisis communication is playing an increasingly prominent role of platforms and channels,we need to think carefully about the crisis in the community and further network evolution and mechanisms of information dissemination, and how the dissemination of information on the crisis early warning and effective scientific intervention in network communities, to help control and reduce the risk of loss, and to help improve the scientific nature of the crisis communication, precision and effectiveness of. So, the main emphasis of this study focused on three issues:
First, what are the structural characteristics of network communities, these structural features is how it affects information dissemination and evolution of the crisis?
Second, the network user behavior analysis to explain the network of community information dissemination and evolution of the crisis of great value, how to combine the behavior of Internet users in crisis information dissemination network of community do?
Again, when, how to what extent the crisis information management to involved in the network community, and intervention and control it?
We must be acutely aware, the network structure of community and interpersonal exchange networks of different that the two media in dissemination of information on the laws of the crisis are not the same, so we must adopt new methods, new perspective for the benefit of the other points used in this analytical framework, Including management, communication, social network theory, behavioral science and the complexity of interdisciplinary scientific and other knowledge, To explore the in network communities crisis information dissemination and intervention mechanism to the general rule.
On this innovative, first of all objects have a certain innovation, and this is an urgent research problem, specifically, can be summarized in three aspects:
First, the study considering the network structure and group behavior in crisis information dissemination network of community rules and mechanisms. Combination of network community structure, group cognitive behavior and psychological laws, using simulation and empirical, evolution has been more consistent communication network model of community crisis communication. The research shows that network structure and group behavior in the community directly affects the network community crisis information dissemination.
Secondly, proposing 3F crisis conceptual model of information dissemination flow. From the information flow, influence flow, interfere with flow of information on three aspects of the crisis depicted in the transmission network within the community and Laws, these transmission mechanisms and laws are directly related to the overall development trend of information sequence and information on crisis intervention strategy options.
Once again, put forward a more complete network of information dissemination community crisis situation triggered measurement system and the intervention model. Founding crisis information dissemination different stages of development showed a sense of homogeneity, if the evolution of such features as the spread of inertia, inertia is a crisis there will be dissemination of information to predict the evolution of an important basis for the trend. At the same time Specific measurable indicators were also studied. Based on the set of indicators the information presented crisis intervention in two modes, proposed two models of intervention information, strong interference and embedded intervention. And innovative manipulation of the behavioral economics model of memory applied to users based on dynamic adjustment of risk perception of crisis information release.
鉴于网络社区在危机信息传播中发挥着越来越突出的平台与渠道作用,我们有必要好好思考和进一步研究网络情景下,尤其是具有高互动性、组织性的网络社区中危机信息传播演化规律与机制,以及如何对网络社区中危机信息的传播进行科学的预警与有效的干预,从而有利于危机的控制和减少损失,有利于提高危机信息沟通的科学性、精准性和效果性。因此,本文研究内容重点主要聚焦在以下三个问题上
一、网络社区有哪些结构特征,这些结构特征又是如何影响危机信息传播与演化的?
二、网络用户行为分析对于解释网络社区中危机信息传播和演化具有重要价值,如何结合网民行为来研究网络社区危机信息传播呢?
三、危机信息管理者什么时候、什么程度、以什么方式介入到网络社区,对危机信息进行干预与调控呢?
我们必须敏锐地意识到,网络社区的结构特征与人际交流网的不同,以致在这两种介质上的危机信息传播规律也不尽相同,所以我们必须采取新的研究方法、新的研究视角,以有利于将其他观点应用于此分析框架,包括管理学、传播学、社会网络理论、行为科学以及复杂性科学等交叉学科的知识,来探索在网络社区中危机信息传播的普遍规律与干预机制。
文章选择网络社区来研究危机信息传播与干预,首先对象就有一定的创新性,而且这也是一个急需研究的问题,具体来讲,关于本文的创新,可从三个方面归纳：
第一、研究了考虑网络结构和群体行为的网络社区危机信息传播规律与机制。通过结合网络社区结构、群体行为与心理认知规律,运用仿真与实证研究两种方法,得到了传播演化规律较为一致的网络社区危机信息传播模型。通过研究发现,网络社区结构与群体行为直接影响着网络社区危机信息传播。
第二、提出了3F危机信息传播流的概念模型,从信息流、影响流、干预流三个方面刻画了危机信息在网络社区中传播的内在机制与规律,而这些传播机制与规律也直接关系到信息序列整体的发展趋势和对危机信息干预策略的选择。
第三、提出了较为完整的网络社区危机信息传播态势计量体系与干预触发模型,研究发现危机信息传播的不同发展阶段呈现出某种意义上的同质性,如果将这种特征看作传播演化系统的惯性,惯性的存在将是对危机信息传播演化趋势进行预测的重要基础。同时研究了具体态势计量指标,在这套指标基础上,提出了危机信息干预的两种模式,强势型干预与嵌入式干预。并创新地将行为经济学中记忆操纵模型运用到基于动态调整网民风险感知的危机信息发布中。
Under the effect of the reform and information technology, current public crisis in our country particularly vulnerable to outbreaks of, it can be said of public emergencies have become a new label of our modern society. How to respond to public emergencies has become a test of our government's ability to govern one of the indicators. To some extent, the impact of public emergencies are driven by information, the impact of the process of public emergency is a crisis information activities and the evolution of the process, so one of the core crisis management is crisis management information.
In view of the network communities in crisis communication is playing an increasingly prominent role of platforms and channels,we need to think carefully about the crisis in the community and further network evolution and mechanisms of information dissemination, and how the dissemination of information on the crisis early warning and effective scientific intervention in network communities, to help control and reduce the risk of loss, and to help improve the scientific nature of the crisis communication, precision and effectiveness of. So, the main emphasis of this study focused on three issues:
First, what are the structural characteristics of network communities, these structural features is how it affects information dissemination and evolution of the crisis?
Second, the network user behavior analysis to explain the network of community information dissemination and evolution of the crisis of great value, how to combine the behavior of Internet users in crisis information dissemination network of community do?
Again, when, how to what extent the crisis information management to involved in the network community, and intervention and control it?
We must be acutely aware, the network structure of community and interpersonal exchange networks of different that the two media in dissemination of information on the laws of the crisis are not the same, so we must adopt new methods, new perspective for the benefit of the other points used in this analytical framework, Including management, communication, social network theory, behavioral science and the complexity of interdisciplinary scientific and other knowledge, To explore the in network communities crisis information dissemination and intervention mechanism to the general rule.
On this innovative, first of all objects have a certain innovation, and this is an urgent research problem, specifically, can be summarized in three aspects:
First, the study considering the network structure and group behavior in crisis information dissemination network of community rules and mechanisms. Combination of network community structure, group cognitive behavior and psychological laws, using simulation and empirical, evolution has been more consistent communication network model of community crisis communication. The research shows that network structure and group behavior in the community directly affects the network community crisis information dissemination.
Secondly, proposing 3F crisis conceptual model of information dissemination flow. From the information flow, influence flow, interfere with flow of information on three aspects of the crisis depicted in the transmission network within the community and Laws, these transmission mechanisms and laws are directly related to the overall development trend of information sequence and information on crisis intervention strategy options.
Once again, put forward a more complete network of information dissemination community crisis situation triggered measurement system and the intervention model. Founding crisis information dissemination different stages of development showed a sense of homogeneity, if the evolution of such features as the spread of inertia, inertia is a crisis there will be dissemination of information to predict the evolution of an important basis for the trend. At the same time Specific measurable indicators were also studied. Based on the set of indicators the information presented crisis intervention in two modes, proposed two models of intervention information, strong interference and embedded intervention. And innovative manipulation of the behavioral economics model of memory applied to users based on dynamic adjustment of risk perception of crisis information release.
引文
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