网络社交媒体中情绪信息传播的认知神经机制

Under online social media environment, individuals, no longer being message recipient, act as message communicators. By Retweeting, message consequently spread through online social media and become viral. Previous research found that arousal of messages might be the key to driving viral diffusion. When communicators are first exposed to messages that they will ultimately retweet or recommend, two kinds of neurocognitive processes are likely to set this successful propagation in motion. First, for ideas that are destined to spread, communicators are likely to value the idea. This process may recruit brain regions supporting reward and positive evaluations, such as ventral striatum (VS) and ventromedial prefrontal cortex (VMPFC). Second, successful message propagation requires that communicators accurately predict the recipient's interests and preferences,which would recruit the mentalizing-system such as dorsome dial prefrontal cortex (DMPFC) and temporal-parietal junction (TPJ). However, most research focus on creative ideas or advertising video in traditional word of mouth style. And in those research, recipient is a given export rather than a number of followers as in social media. Moreover, Few research focused on negative messages which was viral in nowaday online social media. Using functional fMRI techinique, the current project will explore neural mechanism of emotional message propagation in online social media. In the current project, participants would be exposed to a real social media application during an fMRI scanning session and considered whether they would retweet the messages to followers. Firstly, both positive and negative messages were to be presented to explore whether retweeting negative messages shares a common neural system with positive messages. Secondly, since those network buzzwords are high arousal, we would manipulate message arousal by controlling quantity of high arousal words in message presentation to examine the neurocognitive correlates of arousal influence on messge propagation. Concerning rumors in online social media are high arousal, thirdly, we would explore how authenticity and arousal affect message propagation. Given real-name registration become popular in online social media, communaicators have to consider individual social image. Finally, we would investigate how Real-name Registration affect emotional message propagation. Focusing to hot social issues, factors related to message propagation, valence, arousal, authenticity and real-name registration, were introduced to investigate neural processes of emotional message propagation in the current project, which has application value on high-quality information sharing for individuals, advertisement dropping strategy for enterprises, and public sentiment administration for government.

网络社交媒体时代，普通用户可以通过转发行为使信息在互联网中迅速传播扩散。前人研究发现被成功转发的信息会激活大脑奖赏回路及与共情和观点采择相关的脑区，即转发者对信息感兴趣并且预期他人会喜欢。少有研究结合社交媒体的特点深入探讨社交媒体中负性信息被转发扩散最多的现象，本项目设计符合社交媒体用户习惯的实验情境，用功能性核磁共振技术考察情绪性信息传播的神经机制。首先考察情绪信息转发的效价效应，即负性信息是否与正性信息共享相似的神经回路；其次以网络流行语为线索通过控制情绪词数量考察唤醒度对信息传播的影响；针对网络谣言具有高唤醒度的特点，考察材料的真实性及情绪唤醒度对转发的影响及其神经机制；最后将探究实名制对转发的影响及其神经机制。本项目抓住当前热点问题，对情绪相关的因素：效价、唤醒度、真实性以及实名与否对传播的影响进行较全面的探究，为政府舆情管理，企业产品信息投放，个人用户高质量的信息分享提供科学依据

本项目聚焦移动社交媒体中信息转发传播现象，考察了情绪效价对社会信息传播的影响及其神经机制，结果发现相比正性信息,被试更多转发负性信息，并且观看负性信息会引发内侧前额叶以及外侧颞叶的激活，而观看正性信息则会引发双侧额中回的激活，内侧前额叶的激活与是否转发正性信息有关。此外，我们还考察负性转发倾向与个体在静息状态下大脑的功能连接之间的关系，结果发现个体对负性信息的转发可能与个体的自我控制的能力以及痛苦敏感程度相关；而与正性信息转发率相关的是：右侧颞顶联合区与右侧颞上回，这两个区域均参与了社会信息的理解，表明个体对正性信息的转发与个体的社会信息理解能力相关。由于2014年开始基于陌生人社交的新浪微博开始衰退，取而代之的是基于熟人的社交网络微信，所以我们在原项目的基础上考察了社交网络人际距离对利他行为的影响，对比了中法文化差异，结果发现集体主义文化影响下的中国人更容易受到社会距离效应的影响，并表现出更多的公平偏好行为。接着我们在中国文化背景下，考察了社交网络中不同社会距离对利他惩罚的影响及其神经机制，结果发现作为第三方，面对不同社会距离的社交网络成员作出的不公平行为，人们对越亲近的人惩罚越少，对越疏远的人惩罚越多，腹内侧和双侧海马的活动与社会距离对惩罚的影响有关。本项目还探讨了社交网络的使用对情绪调控的影响，结果发现线上社交加快了高社交焦虑者分离感和存在感的恢复,而对于低社交焦虑者而言,线上社交的使用却阻碍了其分离感的恢复。此外，我们还考察了手机过度使用对跨期选择和抑制控制的影响，结果发现手机过度使用组更倾向于即时的小奖赏，而且其抑制控制的能力更差一些，表现在Go－NoGo任务中NoGo条件下，脑电的N2波幅更负，而且抑制控制缺陷不仅基于成瘾线索，而是一种广泛的控制缺陷。总共完成七个实验研究，已发表五篇论文，剩余两篇已经撰写完毕，正在期刊审稿中。