北京邮电大学学报(社会科学版) ›› 2020, Vol. 22 ›› Issue (6): 19-29.doi: 10.19722/j.cnki.1008-7729.2020.0172

• 经济与管理 • 上一篇    下一篇

社交媒体平台不良信息治理主体策略选择——基于三方演化博弈的视角

张彬(1961—),女,北京人,博士,教授   

  1. 北京邮电大学 经济管理学院,北京100876
  • 收稿日期:2020-06-15 出版日期:2020-12-30 发布日期:2021-01-25
  • 通讯作者: 张彬(1961—),女,北京人,博士,教授
  • 作者简介:张彬(1961—),女,北京人,博士,教授
  • 基金资助:
    国家社会科学基金资助重大研究专项项目(18VZL010)

Strategy Selection of Harmful Information Governance Subjects on Social Media Platforms#br# Based on Perspective of Three-party Evolutionary Game#br#

  1. School of Economics and Management, Beijing University of Posts and Telecommunications, 
    Beijing 100876, China
  • Received:2020-06-15 Online:2020-12-30 Published:2021-01-25

摘要: 社交媒体平台是公众表达意见和信息传播的重要平台,也是不良信息传播的沃土。考虑政府、企业和用户在治理社交媒体平台不良信息中所发挥的作用,构建三方演化博弈模型,探讨三方参与主体治理不良信息的最优策略和有效机制。运用MATLAB进行仿真,结果表明,以下措施可以加快行为主体的策略选择向政府监管,企业使用恰当技术管理和用户自律的理想状态演化:政府加大对企业不能很好阻止不良信息的惩罚力度,或提高对平台企业传播高质量信息的奖赏力度;政府和企业加大对用户违反信息传播法律法规和散布虚假信息的惩罚力度;企业加强标记信息源头技术,和用户评级制度相结合以减少使用技术管理的额外成本;用户学会对所发布或转发信息进行源头标记,了解评级制度细则,有针对性地约束信息发布行为以减少自律的成本。最后,提出了各方主体合作共治促进社交媒体平台健康有序繁荣发展的政策建议。

关键词: 社交媒体平台, 不良信息治理, 技术管理, 演化博弈

Abstract: Social media platforms are important platforms for public opinion expression and information dissemination, but they are also fertile soil for the dissemination of harmful information. The roles of government, enterprises, and users in the governance of harmful information on social media platforms are considered, a three-party evolutionary game model is constructed, and the optimal strategy and the effective mechanism for the governance of harmful information by the three parties are discussed. MATLAB is used to simulate. The results show that the following measures can accelerate the evolution of the strategy selections of actors to the ideal state of government supervision, use of proper technology by enterprises and user self-discipline: the government strengthens the punishment for enterprises that fail to prevent harmful information, or increases the reward for enterprises to spread high-quality information; the government and enterprises strengthen the punishment for users who violate information dissemination laws and regulations and spread harmful information; enterprises enhance the combination of marking information source technology and user rating system to reduce the additional cost of using technical management means; users learn to mark the source of the posted or forwarded information and understand the detailed rules of the rating system to restrict their information release behavior in order to reduce the cost of self-discipline. Finally, suggestions on the co-governance of all parties to promote the healthy and orderly development of social media platforms are put forward.


Key words:  , social media platforms, harmful information governance, technical management, evolutionary game

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