社交网络中意见领袖挖掘及其对社区演化的影响分析

发布时间：2019-06-04 07:03

【摘要】：随着移动互联网的快速发展,用户逐渐成为社交媒体的主导者,新媒体的迅速崛起,改变了传统的信息传播的格局以及规律,经典的大众传播理论中的意见领袖、把关人等有了新的时代意义,在一定程度上得到进一步的扩展和延伸。在现有的意见领袖的挖掘中主要是从网络结构和用户行为研究方向,没有考虑到是否真正对用户产生影响这一重要的属性,针对意见领袖的挖掘,如何能够得到更加有效、准确的意见领袖对舆论引导、网络安全、产品推广等具有重要的应用意义。社交网络已经渗入到人们的日常生活,成为生活中不可或缺的一种交流工具。用户在社交网络中并不是一个独立的个体,由于共同的兴趣、爱好、职业等会使得用户趋向于某一共同的生活圈子,不同的用户由于自身不同的社会资源,会导致不同的用户具有不同的话语权,或者说不同的影响力,由于意见领袖的存在并活跃在用户之间使得不同的社区呈现不同的生长状态,那么在社区中,意见领袖到底是如何影响社区的演化的呢?本文对意见领袖的挖掘和意见领袖对社区演化的影响进行了研究,重点以符号网络作为研究工具,通过赋予用户之间的观点关系链接相应的代表支持或者反对的符号,将传统的意见领袖挖掘算法结合符号网络中的能够描述用户观点变化的符号关系,将真正对用户产生影响的意见领袖挖掘出来,从而挖掘出更加精准有效地意见领袖。针对意见领袖对社区的演化,本文从社区的规模、用户的活跃度、成员的波动程度等方面进行了研究,以图的方式展示出意见领袖对社区演化的具体影响情况。
[Abstract]:With the rapid development of mobile Internet, users have gradually become the leader of social media, and the rapid rise of new media has changed the pattern and law of traditional information dissemination, and the opinion leaders in the classical mass communication theory. The gatekeeper has a new significance of the times and has been further expanded and extended to a certain extent. In the mining of existing opinion leaders, it is mainly from the research direction of network structure and user behavior, and does not take into account the important attribute of whether it really has an impact on users. How can the mining of opinion leaders be more effective. Accurate opinion leaders have important application significance to public opinion guidance, network security, product promotion and so on. Social networks have penetrated into people's daily life and become an indispensable communication tool in life. Users are not an independent individual in social networks, because of their common interests, hobbies, occupations and so on, users tend to a common life circle, different users because of their own different social resources. Will cause different users to have different voice rights, or different influence, because the existence of opinion leaders and active among users make different communities show different growth states, then in the community, How on earth do opinion leaders influence the evolution of communities? This paper studies the mining of opinion leaders and the influence of opinion leaders on community evolution, focusing on symbolic network as a research tool to link the corresponding representative support or opposition symbols through the relationship between views between users. Combining the traditional opinion leader mining algorithm with the symbolic relationship which can describe the change of users' views in symbolic network, the opinion leaders who really have an impact on users will be excavated, so as to mine out more accurate and effective opinion leaders. In view of the evolution of the opinion leader to the community, this paper studies the scale of the community, the activity of the users, the fluctuation degree of the members and so on, and shows the specific influence of the opinion leader on the evolution of the community in a graphic way.
【学位授予单位】：山东师范大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G206

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