Abstract
Social conflicts occur frequently during the social transition period and the polarization of public opinion happens occasionally. By introducing the social preference theory, the target of this paper is to reveal the micro-interaction mechanism of public opinion polarization. Firstly, we divide the social preferences of Internet users (network nodes) into three categories: egoistic, altruistic, and fair preferences, and adopt the revenue function to define the benefits obtained by individuals with different preferences among their interaction process so as to analyze their decision-making behaviors driven by the revenue. Secondly, the revenue function is used to judge the exit rules of nodes in a network, and then a dynamic network of spreading public opinion with the node (individual) exit mechanism is built based on a BA scale-free network. Subsequently, the influences of different social preferences, as well as individual revenue on the effect of public opinion polarization, are analyzed through simulation experiments. The simulation results show that (1) Different social preferences demonstrate different influences on the evolution of public opinions, (2) Individuals tend to interact with ones with different preferences, (3) The network with a single preference or a high aggregation is more likely to form public opinion polarization. Finally, the practicability and effectiveness of the proposed model are verified by a real case.
Highlights
When hot events break out on the Internet, network forums and discussion groups related to the topic will be generated along with the propagation of these hot events
The effects of different social preferences, network structure, and individual revenues on public opinion polarization are explored by simulation experiments and some observations are obtained through simulation experiments
Social preference theory and revenue function are integrated into the model of public opinion polarization, and the influences of individuals with different preferences on public opinion polarization are analyzed
Summary
When hot events break out on the Internet, network forums and discussion groups related to the topic will be generated along with the propagation of these hot events. There are relatively few studies on the public opinion polarization, and most of them mainly adopt methods such as macro statistics [2] or mathematical modeling [3,4] to analyze the main characteristics of the formation and propagation of polarization phenomena at the macro level These methods generally lack studies on the interaction mechanism of micro individuals. We introduce the social preference theory and build a public opinion polarization model for analyzing individual interaction behavior from the perspective of gain for different individuals. The effects of different social preferences, network structure, and individual revenues on public opinion polarization are explored by simulation experiments and some observations are obtained through simulation experiments.
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