一个6100万人的社会影响力和政治动员的实验
Robert M Bond1, Christopher J Fariss, Jason J Jones
1Political Science Department, University of California, San Diego, La Jolla, California 92093, USA.
Nature
|September 14, 2012
概括
在线社交网络可以影响现实世界的行为,比如投票. 这项研究发现,Facebook上的政治信息传播给朋友和朋友的朋友,证明了数字网络中的社会影响.
科学领域:
- 社交网络分析分析
- 政治学是政治学中的一个领域.
- 计算社会科学 计算社会科学
背景情况:
- 人类行为传统上通过面对面的互动传播.
- 在观察性研究中识别社会影响是具有挑战性的.
- 在线社交网络在传播行为方面的有效性仍然不清楚.
研究的目的:
- 调查在线网络中的社会影响.
- 为了确定在线平台是否可以调动现实世界的行为.
- 通过社交网络量化行为的传播.
主要方法:
- 随机对照试验涉及6100万名Facebook用户.
- 在美国国会选举期间传递政治动员信息.
- 对用户行为的直接和间接影响的分析.
主要成果:
- 消息直接影响了政治自我表达,信息搜索和投票.
- 影响力扩展到朋友和朋友的朋友.
- 社会传播对投票的影响超过了直接信息的影响.
- 行为主要通过亲密的朋友传播,这表明线下关系是关键.
结论:
- 在线社交网络可以有效地传播行为,包括投票等现实世界的行为.
- 社会传播,特别是通过强有力的联系,在行为传播中起着至关重要的作用.
- 调查结果强调了数字平台在社会动员和影响力方面的力量.
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