社交网络中谣言传播的从众效应和权威效应

针对社交网络中影响谣言传播的社会环境因素,分析了两种最普遍的社会效应——从众效应和权威效应对谣言传播的影响。首先,将社交网络中的人群划分为未知者(S)、犹豫者(H)、传播者(I)和免疫者(R)四种类型,并根据新的状态转移机制建立了SHIR谣言传播模型;其次,应用迭代技巧和拟合方法分析了初始传播者密度、初始传播率与谣言传播峰值之间的关系;最后,从个体角度刻画了谣言传播的从众效应和权威效应,仿真分析了两种社会效应对谣言传播的影响。实验结果表明:谣言传播峰值与初始传播者密度呈线性增长关系,但到达传播峰值的时间随初始传播者密度的增加快速减少;初始传播率越大,谣言传播峰值越高,到达传播峰值的时间越短;从众效应和权威效应能够显著扩大谣言传播范围,提高无谣言稳定态网络中免疫者的比率;网络密度越高,谣言传播速度越快,范围越广;相同条件下从众效应的影响强于权威效应,但随着网络密度的增加,两者的差别逐渐减小;初始传播者越重要,谣言传播速度越快,范围越广,但权威效应的影响更突出。

Conformity effect and authoritative effect of rumor spreading in social network

Since rumor spreading in social network is inevitably affected by social and environmental factors, the influence of two main social effects, conformity effect and authoritative effect, on rumor spreading were discussed by combining theoretical analysis and simulation experiments. Firstly, the population in social network was divided into four types:Susceptible (S), Hesitated (H), Infected (I) and Removed (R), an SHIR rumor spreading model was established based on a new state transition rule. Secondly, the iterative technique and fitting approach were used to reveal the relations between rumor spreading and the density of initial spreaders or initial spreading rate. Finally, two kinds of social effects, conformity effect and authoritative effect, were characterized at individual level, and their influences on rumor spreading were simulated and analyzed. The experimental results show that the spreading peak values of rumor have a linear relation to the density of initial spreader, while the peak time has a sharp decline with the increasing of density of initial spreader. The more initial spreading rate, the higher the spreading peak value and the shorter peak time. The conformity effect and authoritative effect can significantly increase the range and velocity of rumor spreading, and greatly promote the proportion of the removed in steady-state network; the higher the network density, the faster and wider the rumor spreading, but conformity effect is stronger than authoritative effect at same networks, and their difference become smaller and smaller with increasing of network density; the more important the initial spreaders, the faster and wider the rumor spreading, but authoritative effect is more prominent than conformity effect.