Statistical physics of media processes: Mediaphysics

Abstract

The processes of mass communications in complicated social or sociobiological systems such as marketing, economics, politics, animal populations, etc. as a subject for the special scientific subbranch—“mediaphysics”—are considered in its relation with sociophysics. A new statistical physics approach to analyze these phenomena is proposed. A keystone of the approach is an analysis of population distribution between two or many alternatives: brands, political affiliations, or opinions. Relative distances between a state of a “person's mind” and the alternatives are measures of propensity to buy (to affiliate, or to have a certain opinion). The distribution of population by those relative distances is time dependent and affected by external (economic, social, marketing, natural) and internal (influential propagation of opinions, “word of mouth”, etc.) factors, considered as fields. Specifically, the interaction and opinion-influence field can be generalized to incorporate important elements of Ising-spin-based sociophysical models and kinetic-equation ones. The distributions were described by a Schrödinger-type equation in terms of Green's functions. The developed approach has been applied to a real mass-media efficiency problem for a large company and generally demonstrated very good results despite low initial correlations of factors and the target variable.