研究群体间口碑与媒体如何影响社会态度形成。
Sociocultural Influences on Opinion Formation: Word of Mouth Dynamics, Mass Media and Behavioural Development
- 基于群体间口碑与媒体信息构建社会态度演化模型。
- 不同信息源暴露度导致意见分化与社会极化现象。
- 适用于分析代际差距、社会分裂等现实问题。
我们研究一个由多个职业或文化群体组成的社群体，成员会形成对其他群体成员处境的看法。这些看法可通过群体内部观察或与其他群体成员直接互动（即口碑传播）产生；同时，全局性大众媒体也可能间接提供各群体状况的信息。这些社会文化过程之间的相互作用以及对各类信息源的相对接触程度，会对最终意见和社交态度形成产生多样化影响。在大规模复杂社会中，由于无法人人之间就所有事务进行口碑交流，此类机制具有潜在的群体操控与社会自动化工程价值。本模型可普遍反映具有不同职业与文化特征的分层社会，并为代际差距、社会裂痕等社会议题提供洞见。
原文摘要 · Abstract (English)
We study a society of agents belonging to a number of occupational or cultural groups that form opinions about others' situation in the same or different group. Opinions develop either by observation within own group or by directly interacting with members of other groups, therefore by word of mouth (WoM). Additionally, global mass media (MM) may be available that inform indirectly about the situation of the various groups. The sociocultural interplay of these processes and the degrees of relative exposure to each of the sources has diversified effects on final opinion and social attitude formation. In large and complex societies and groups where not everyone can physically interact by WoM with everyone about everything, these processes show potential for mass control and social automation engineering. Our model can also represent and be generally informative about segmented societies that consist of groups with different occupational and cultural characteristics and it can offer insights into social issues such as the generation gap, social cleavages and so on.
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