基于个体情感模型的舆情传播机制研究

In the we-media era of fast reading, the power of transmission and influence does not lie in the transfer of the fact and logic, but in the population excitation of the attitude and emotion. One of the key elements of public opinion communication research is the expression of emotion, attitude, opinion and viewpoint of internet users, and the other is the spreading diffusion mechanism. This research is divided into four levels: The deconstruction of the structural elements in the network public opinion communication and the analysis of interactive evolutionary mechanism of structural complexity, behavior choice orientation and variety. The research of the thinking logic and cognitive architecture formed by the reconstruction and evolution of individual attitude space in public opinion events and the projection in field public opinion of internet users' knowledge system, values, emotions and behavior characteristics, revealing the inner motive of internet users' participation in the communication of public opinion. The research of attitude space evolution and behavior driven mechanism, the coupling mechanism of attitude space evolution, propagation behavior under the emotional resonance and non-rational perturbation. The research of depicting the mechanism of network public opinion dissemination under the attitude space reconstruction based on domain semantic ontology, and exploration of the individual netizen behavior in public opinion communication and the law of public opinion propagation, providing theoretical support for the monitoring and guidance of public opinion.

在快速阅读的自媒体时代，传播力和影响力并不在于事实和逻辑的传递，而在于态度和情感的群体激发。舆情传播研究的关键要素一是网民情感、态度、意见、观点的表达，二是传播扩散机制。本课题研究分四个层次：解构网络舆情传播中的结构要素，剖析结构复杂性和行为选择方向性与多样性的互动演化机制；研究舆情事件中个体态度空间重构、演化所形成的思维逻辑和认知架构，以及网民知识体系、价值观、情绪、行为特征在领域舆情上的投射，揭示网民参与舆情传播的内在动因；研究舆情传播中个体行为的态度空间演化和行为驱动机制，以及情感共振和非理性扰动下，态度空间演化与传播行为的耦合机制；研究基于领域语义本体，刻画态度空间重构下的网络舆情传播机制，并通过实验仿真探究网络舆情传播中的个体网民行为和舆情传播规律，为舆情的监测和引导提供理论支撑。

以网络舆情传播中个体的情感、态度和行为为研究对象，以心理认知和态度空间测量为切入点，来研究网络舆情传播中个体行为的形成机制，分析个体行为涌现为网络舆情传播中群体行为的演化机理。具体研究包括以下三个方面进行：系统建构网络舆情传播中个体行为与态度空间的复杂性理论；提出网络舆情传播中网民个体情感模型的维度、表示与测度方法；构建态度空间重构下网络舆情传播模型。设计基于情感模型的食品安全网络舆情传播的仿真系统为食品安全輿情治理提供决策支持，也为其他领域的舆情传播机制研究提供示范。通过与江苏政情民意平台12345合作，将研究成果应用于政务公共服务平台，并获江苏省教育厅信息产业融合创新与应急管理省级重点研究基地。