Analysis Of The Characteristics Of Negative Information Dissemination And Model Construction Of “Weibo Community”

Weibo as a wide coverage of the new media for the Internet age, it has the number of audience now, at the same time, due to the difference of its audience, the formation of a negative message can often reach tens of thousands or even millions of spread in a few hours, and thus form a powerful negative force.However, due to the vague and illusory of negative information,and the audience’s lack of information analysis and processing ability,it can cause negative influence to organizations, groups and individuals involved, these public opinion damage even into a violent attack, especially in the medical industry.So research the "community" negative information dissemination mechanism and diffusion effect, and on this basis if it can effectively predict and control it will play a positive role.This paper tries to use social network analysis method to study the network structure and the connection between the nodes of the weibo community when it spread negative information, clarify its propagation law, thus we can guide and control to provide decision-making reference.Firstly, define the concept of "weibo community" and negative information.This article explores the "weibo community" as a form of virtual community, negative information refers to the possible negative influence on information related to stakeholders and even negative effect, does not conform to the regularity of social practice, the purpose of all kinds of information, the present form of this kind of information can be an image, a text message or a video, at the same time, the negative information is only limited through weibo.Secondly, from the information spreading theory, the social network theory, social identity theory, and the theory of communication psychology theory, we discusses the essential characteristic of negative information in the communicators, communication process, the static topology.Thirdly, based on the analysis of the basic characteristics of the negative information in weibo community, we analyzed the influence the spread of weibo information of three elements:the complexity of network topology, the information complex attribute, the nodes attributes (user) complexity, and on this basis we build the dynamic model.Fourthly, on the basis dynamics model of negative information in weibo community,this article through the empirical analysis on the sina weibo a medical negative information, this paper analyzes the propagation characteristics of medical negative information, and obtain the negative information transmission network structure, further through the point of negative information dissemination network center degrees, middle center, close to the center of analysis, found that affect the key nodes of a single network information diffusion and information transmission path scattered, node from wide to accept the way of information, high degree of interdependence between nodes and node, the node of these features to promote the formation of negative information dissemination loose.Finally, on the basis of this paper research conclusion, we put forward the weibo community negative information countermeasures and suggestions.