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Structural hole-based approach to control public opinion in a social network
Engineering Applications of Artificial Intelligence ( IF 8 ) Pub Date : 2020-05-18 , DOI: 10.1016/j.engappai.2020.103690
Cheng Gong , Yajun Du , Xianyong Li , Xiaoliang Chen , Xiaoying Li , Yakun Wang , Qiaoyu Zhou

Structural hole spanners play an important role in information diffusion. Compared with opinion leaders, structural hole spanners have better locations in social networks to expand the scope of information diffusion. In the past, researchers focused on evolution rules and opinion dynamics environments to monitor and even manage public opinion. In this study, we propose a novel structural-hole-based approach to control public opinion in social networks, hereinafter referred to as the SHCPO approach. We discuss the influence of both ordinary agents and structural hole spanners on opinion evolution using our improved Friedkin–Johnsen (FJ) model. Further, we analyze the evolution tendency of public opinion, which leads to the final consensus of public opinion, via the FJ model with ordinary agents in a community and structural hole spanners in joint communities. We reveal three kinds of connections between structural hole spanners and ordinary agents in joint communities. These comprise structural hole spanners connecting (1) two opinion leaders; (2) two ordinary agents; (3) one opinion leader and one ordinary agent. The three connections will lead to different opinion evolution conditions. According to the structural balance theory, we reconstruct the social network by changing the connections between structural hole spanners and agents in different communities. This guides the public opinion tendencies of joint communities towards the positive. Experimental results demonstrate beneficial effects of the SHCPO approach. We use three evaluation indicators to compare the SHCPO approach to five alternative methods. The percentage of positive opinions is used as an evaluation indicator. The SHCPO approach, compared with adding informed agents, add edges, the method from WWW and varying susceptibility to persuasion method, which guide the agent with a negative opinion towards positive opinion, has improved about 17%, 10%, 9%, 1%, respectively.



中文翻译:

基于结构漏洞的方法来控制社交网络中的舆论

结构孔扳手在信息传播中起着重要作用。与意见领袖相比,结构性漏洞扳手在社交网络中具有更好的位置,可以扩大信息传播的范围。过去,研究人员专注于演化规则和舆论动态环境,以监控甚至管理舆论。在这项研究中,我们提出了一种新颖的基于结构漏洞的方法来控制社交网络中的公众舆论,以下称为SHCPO方法。我们使用改进的Friedkin-Johnsen(FJ)模型来讨论普通代理人和结构漏洞扳手对观点演变的影响。此外,我们分析了舆论的演变趋势,这导致了舆论的最终共识,通过FJ模型与社区中的普通代理商和联合社区中的结构孔扳手一起使用。我们揭示了结构孔扳手和共同社区中普通特工之间的三种联系。这些包括连接(1)两个意见领袖的结构性孔扳手;(2)两名普通代理商;(3)一名意见领袖和一名普通代理人。这三个联系将导致不同的意见演变条件。根据结构平衡理论,我们通过改变结构孔扳手和不同社区中的特工之间的联系来重建社会网络。这将引导联合社区的舆论倾向朝着积极方向发展。实验结果证明了SHCPO方法的有益效果。我们使用三个评估指标将SHCPO方法与五个替代方法进行比较。正面意见的百分比用作评估指标。与增加知情的代理商相比,SHCPO方法增加了优势,从WWW的方法和易感性到说服方法的不同(指导消极的代理商向积极的观点转变)已分别提高了约17%,10%,9%,1% , 分别。

更新日期:2020-05-18
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