Research On The Evolution Mechanism Of Micro-blog Rumors

With the fast development of internet, the information age has brought great changesand unprecedented challenges to today’s society. Along with quick development of themicro-blog, the amount of its users increased quickly. Micro-blog is open, interactive andcost, which enhances synchronous or asynchronous communication between interpersonaland groups. Through micro-blog, common people could express their own ideas, attitudesand desires freely. So everyone on the new network platform could be both the journalistsand propagators. From this aspect, micro-blog has been the meaningful tool for socialequality and information disclosure. However, as the information on micro-blog is alwayspopular and influential, the micro-blog rumors have been a serious and complicated socialproblem in the cyberspace. It also becomes the main problem and risk for social security.As a result, it is of academic and real significance and value to study theevolutionary process and developing principles of micro-blog rumors in depth.Based on a considerable amount of research on micro-blog rumor cases, this paperfirstly has a Life Cycle Analysis of micro-blog rumors and divides it into starting,spreading, polarizing and spiking rumors. And then according to analytic hierarchyprocess, this paper points out the network drivers, netizen psychology, main characteristicsand new effect of every step. And both the spontaneous and professional ways of spikingrumors need to be guided in right way. Some useful and functional advices are given in theend. At last the paper concludes the evolution mechanism and evolutionary model ofmicro-blog rumors based the above-mentioned research.