Author: Tian Li (researcher at Peking University New Media Research Institute, permanent associate professor, director of Peking University Internet Development Research Center, academic consultant of this journal); Bi Kun (doctoral candidate at Peking University New Media Resear

Author: Tian Li (researcher at Peking University New Media Research Institute, permanent associate professor, director of Peking University Internet Development Research Center, academic consultant of this journal); Bi Kun (doctoral candidate at Peking University New Media Research Institute)

Source: 《 Young Journalists, Issue 6, 2024

Introduction:

This article starts from the perspective of complex networks, summarizes the characteristics and development trends of international communication research based on complex networks, explores the unique value of information interaction networks in international communication, and hopes to provide international Provides theoretical and methodological references for the research directions and practical applications of communication.

New media such as the Internet have redefined the production, distribution and consumption process of information around the world, opening up a new pattern of international communication. However, current international communication research is still limited to the cross-cultural paradigm. The use of new media mainly highlights its advantages in speed of communication, diversification of subjects, and openness of virtual space. It rarely takes into account the characteristics of network structure. Analyze communication effectiveness. Complex network theory provides a new methodological framework with unique advantages in international communication research. Through point-to-point interactive communication and structural shaping, it can help understand and predict information diffusion paths, discover key elements of communication, and significantly improve the international communication capabilities of countries and organizations. For example, by analyzing the spread of certain types of news stories in specific countries, news organizations can more precisely target their audiences and increase the relevance and appeal of news reports. This article aims to explore new paths for international communication based on complex network research based on the characteristics of network communication, and thereby propose new strategies to provide reference for the research direction and practical application of international communication.

1. The birth of cross-cutting fields: Reexamination of theory and reality

Complex network theory originated in the fields of physics and mathematics and is generally used to describe and analyze systems composed of a large number of interconnected nodes. In the field of international communication, this theory can help understand how information spreads around the world through various complex social, technological and economic networks. Specifically, complex network theory provides a new perspective and method for international communication research through the unique characteristics of its mathematical model. This review mainly comes from the following three dimensions.

The first is the communication structure dimension. Complex networks usually exhibit small-world characteristics, which enable information to spread rapidly around the world. Even nodes that are geographically far apart can be connected to each other in a few simple steps. The power-law distribution (the existence of a few highly connected hub nodes and a large number of low-connected ordinary nodes) makes it possible to explore the critical value of international propagation and the scope of the affected network [1].

The second is the dynamic balance dimension of network change. Complex network theory allows researchers to analyze and simulate how the network structure changes over time, such as the addition or disappearance of nodes and edges, which is useful for identifying nodes in very large-scale networks (such as social media networks) It provides a tool for quantitative analysis [2] and evaluates the importance of a node relative to one or more other nodes [2], and provides theoretical support to help discover new channels for international communication [3].

The third is the adaptation dimension of special communication phenomena. Since international communication issues are highly heterogeneous in terms of culture, ideology, etc., complex network theory can support the introduction, adjustment or expansion of new attributes within the existing problem framework. , edge weights or other network characteristics to customize the analysis model to adapt to specific international communication problems [4].

From a practical perspective, the intersection of global networks and complex networks is inseparable from the rapid development of big data and computing technology. Since the end of the 20th century, the Internet, artificial intelligence and data mining technology have developed explosively, allowing people to obtain large amounts of data on macro-social phenomena conveniently and quickly. Based on this, scholars in different fields have successively launched research discussions, until the birth of the emerging cross-disciplinary field of "computational social science" was announced [5]. These concepts and methods further promote the empirical application of complex network theory in international communication.For example, some scholars use geographical distribution and emotional expression to study how global events affect public emotions, and how emotions spread across cultural and geographical boundaries [6]. Combined with the development process of civil society movements in cyberspace around the world, they point out that online postings have profoundly It has changed the way social organizations lead and citizens participate in politics [7]. In particular, social media platforms have played a key role in mobilizing support and information synchronization, affecting global political change [8]; at the same time, complex networks have also Applied to global online marketing, it increases the understanding of global users’ online behavior and decision-making process [9]. These studies demonstrate that complex networks can provide in-depth explanations of research questions on international communication through the application of computational social science methods, and are practical and effective in complex problems involving information technology, social networks, and cultural dynamics.

2. Characteristics of international communication research based on complex networks

Currently, international communication research based on complex networks presents new characteristics, reflecting the field of communication’s adaptation and understanding of the characteristics of information flow in the context of emerging technologies and globalization.

(1) Structural description: from simple linear process to complex model fitting

Previous international communication research mostly relied on linear and one-way communication structures, emphasizing the direct transmission process of information from the source to the receiver [10]. Using complex network models to simulate and analyze the structure of international communication can describe irregularities in the real world and local features in networks. Currently, scholars have conducted comparative studies on the degree to which existing models such as ising, sznajd, infectious disease-like models (sir), sicr, game theory, and social network services describe the international communication structure [11]?[12]?[13 ], and classify the limitations of its use.

Based on the settings of different models, the structural research on international communication corresponds to the following two logics.

One is the logic from macro to micro. For example, when online social networks become more interconnected by sharing information, the macro phenomenon of information spreading simultaneously on different types of social media platforms can be observed, but due to the difficulty of traversing social media Platform methods are used to analyze their scale, and probabilistic methods can be used to infer specific objects or details by combining heterogeneity and structure. Some scholars have found that the influence between different media types varies depending on the general environment, while entertainment topics are more likely to be driven by interactions within a single social media platform [14].

The second is logic from micro to macro. For example, sir can describe the dissemination and competition process of different information or opinions in social networks, revealing how specific factors such as communication efficiency and group preferences affect the results of competition. Some scholars use this model to simulate the applicability of the spread of hashtags on Twitter. They identify all prominent labels in the data set by defining two extensions of the Sir model, and classify event-related and event-irrelevant labels according to details to discover information on Twitter. Propagation can be macroscopically summarized as endogenous [15], which provides a general conditional reference for epidemiological models in simulating the global spread of information on social media platforms.

(2) Subject identification: from key opinion leaders to nodes and connections

International communication research often focuses on identifying opinion leaders, while international communication based on complex networks will shift the focus on single opinion leaders to a more detailed analysis dimension, by identifying the network nodes and connections to predict and control the impact of propagation.

From the node itself, it maps the type and attribute characteristics of the subject. Individuals, organizations, countries and their various social, economic and technological attributes in international communication may become labels. Some researchers have successfully identified key influencing factors in information dissemination (such as social status, economic ability and technology access level [16]) and potential intervention points (such as gaze regulation [17] or designing structural hole strategies to optimize information flow [ 18]).In the context of organizational communication, a node can be defined as a person who belongs to one or more organizations and is in one or more communication relationships: when an individual is an entity, it identifies who provides information to and from whom it is obtained. Messages, with whom to communicate; when the organization is an entity, identify with whom to collaborate, to whom to subcontract, and with whom to share risks. Research has found that identifying independent beliefs and considering asynchronous development between self and organization (that is, different beliefs may develop at different speeds) can promote constructive and informed organizational discussions in global cyberspace [19]. At the same time, knowledge base , virtual characters and other non-human subjects are also included in the study of subjects as entity sets [20].

Correspondingly, the existence and characteristics of connections reflect the dynamic behavior of the subject. Heterogeneity, small world and community provide ideas for identifying the main body and role of international communication. The first is to identify heterogeneity. Edges in complex networks (such as social relationships, flights, or communications) usually show a high degree of heterogeneity. When connections that are much higher than the average are found, "super spreading" can be quickly identified. For example, different users will form role-playing differences in information diffusion due to their social influence and network location [21]. The second is to identify the small world nature. This characteristic means that most nodes can be connected through relatively few steps, allowing people to significantly improve the overall network connectivity through "shortcuts" [22], which is of great value to global strategic communication. The third is to identify community. There are obvious node groups in the global network. If the connections between communities are relatively few, it means that their "modularity is high", which is important for explaining the long tail effect and niche communities in international communication. Group and other issues have reference value.

(3) Cognitive generation: from information processing to public opinion dynamics and concept evolution

The cross-cultural environment of international communication enables people to always establish a special set of identification, reasoning and selection frameworks when understanding, perceiving and responding to information. . The framework of public opinion dynamics and concept evolution not only examines the individual's processing and understanding of information, but also explores how people generate cognition under real-time communication and dynamically evolving network conditions. The core issue of

public opinion dynamics is to explore the mechanism of mutual influence between people's opinions and how to generate specific macro public opinion phenomena. It takes into account the mutual influence of audience groups and the resulting information dissemination path, and explores the impact of public opinion on the overall understanding. Impact on social decision-making. The theory of concept evolution pays more attention to the formation and change process of individuals' understanding of concepts and values. For example, the voter and axelrod models consider the spread and interaction of concepts among individuals in social networks. This theory can also analyze the evolution of personal concepts in the network. Laws and change mechanisms, such as the degroot model considering social influence [23], and the bounded confidence model considering the influence of similarity, etc. These two methods are suitable for reproducing and explaining the group behavior observed in global communication, laying a theoretical foundation for understanding and controlling international communication. From the perspective of topics, scholars mainly focus on legal and social norms, social innovation disputes and content governance (such as fake news and rumor governance [24]), etc., pointing out that international communication may pose risks based on cognition. First, the polarization of public concepts and opinions may lead to social fragmentation, making it easier for extreme emotions to breed and spread, creating a harmful online atmosphere. Second, it is safe for social media platforms to manipulate online public opinion. We must be wary of the online mobilization and virtual manipulation of the public by social media platforms in promoting political change.

In summary, international communication research based on complex network theory has a systemic thinking and network perspective. Specifically, the first is to re-understand the communication system. International communication issues will take into consideration the simulation or understanding of irregularities, diversity and non-linear dynamics, and the study of emergencies, threshold effects and feedback mechanisms in global networks. The second is to reveal the importance of the network structure itself. The structure itself is considered to be a key factor affecting the communication process. By judging the density, strength and pattern of the network structure, we can get closer to the communication phenomenon in the real world.The third is to introduce multi-scale analysis, combining different types of social, economic and technological network levels to study how they interact and jointly affect the international spread of information. Exploring the interactions at these levels is of great significance for understanding international knowledge sharing and cultural exchanges. Significance.

3. New trends in international communication research based on complex networks

Currently, international communication is becoming a multi-dimensional, high-tech and highly applied research field. The proliferation of digitalization and social media platforms has made international communication networks larger and more complex than ever before. Based on this, it has become a general trend for future research to explore the multiple coupling effects produced by different elements, explore the special role played by individual behaviors and interaction methods, and realize the empirical application of dynamic evolution of general network systems.

(1) Mining the multiple coupling impacts that may arise from complex elements

The discovery of multiple coupling impacts aims to more comprehensively understand the complexity of the international communication ecosystem. In the future, the possibility of coupling effects from multiple platforms, multiple topics, and multiple events will increase dramatically.

First, explore the international communication effect across platforms. In the future, the differences in public opinion and propaganda environments between different platforms will further increase. The tension between ideologies and interests of different countries and organizations will make the topic more controversial. Coupled with the influence of recommendation algorithms and artificial intelligence technology, the parameters of the network model will be different from The complexity will also increase significantly compared with before, eventually forming an international communication network with complicated information and many levels. Therefore, it is necessary to study the interaction of information dissemination between different platforms and reveal the influence mechanism and effect of information in the process of cross-platform dissemination. For example, different social media platforms and news platforms have different user groups, communication rules, content forms, cultural backgrounds and publicity policies. This difference leads to the diversity of information dissemination methods and public opinion formation mechanisms. Whether multi-platform interaction can be clarified The complex relationship and new interpretation of the coupling relationship of information communication between different platforms are directly related to the theoretical support for optimizing cross-platform communication strategies.

Second, break down how controversial the topic itself may be. First, to conduct communication path analysis, it is necessary to explore whether there are new communication models and effect paradigms for information on controversial topics in the international communication network. The second is to summarize the evolution of public opinion on different topics. Political elections, religious conflicts or social movements can often inspire stronger user participation and emotional responses; but at the same time, these topics are also high-risk areas that lead to information distortion, fake news and the formation of extreme opinions. Segmenting topic dynamics will help Reveal the nonlinear characteristics of its propagation.

Third, the information bubble that eliminates recommendation algorithms and artificial intelligence applications overflows. Social media platforms generally use recommendation algorithms and artificial intelligence technology to optimize the distribution of content, affecting the visibility and dissemination path of information. This can lead to the formation of information bubbles, exacerbating social divisions and polarizing opinions. It is necessary to study the special role of technologies such as algorithm recommendation in the structure of global communication networks, optimize global information dissemination strategies, and enhance public understanding and participation in important social issues.

(2) Exploring the special role played by individual behavior and interaction methods

In order to fully grasp the entire process of the public's formation and change of cognition in the international communication network, it is necessary to deeply characterize the individual, that is, to deeply explore the role of entities in the network. The special role it plays in its behavior and interaction.

First, explore the impact of individual behavioral characteristics on international communication networks. Individual psychological characteristics include tolerance, stubbornness, convergence, and sense of belonging. These characteristics have a significant impact on the reception and dissemination of information. The distribution in the international communication network determines the speed and breadth of information dissemination. At the same time, individual cognitive biases and selective exposure behaviors have intensified the polarization and differentiation of information. This phenomenon is particularly obvious in global communication networks. Therefore, it is necessary to focus on the differences in cognitive style characteristics and information preferences of individuals with different cultural and social backgrounds in different network forms.

Second, clarify the special effects that may arise from the interaction between individuals.In complex networks, one-to-one interactions between individuals can form complex network connection patterns, which affect the propagation path and speed of information. In international communication, cross-cultural or cross-regional one-to-one interactions may promote the diversity and innovation of information, while the interaction between cognitive structures is usually due to the cognitive structures of different individuals due to factors such as culture and educational background. To generate differences, it is necessary to further explore whether this structural interaction may generate new perspectives and understandings, thereby affecting the conceptual evolution and decision-making process of the entire network.

(3) Optimizing the dynamic evolution application of network systems

From the complex network system itself, the research on the dynamic evolution of international communication is relatively personalized, and a common basic research model has not yet been developed. Unlike ideal mathematical models, real international communication networks usually do not evolve into "complete graphs" in structural equilibrium. Taking opinion dynamics as an example, most continuous state models use a weighted average opinion update mechanism, which is an extension of the degroot model. However, this idea cannot effectively explore the emergence mechanism and social conditions of ideologicalization in international communication. . Based on this, some scholars have further developed the concept of structural balance, expanded it from a complete graph to a general topological network, and proposed two concepts: global structural balance and local structural balance. This actually proposes different interpersonal evolution dynamics models, so that any network can converge to local structural balance and global structural balance respectively [25], which has practical significance for the dynamic application of optimizing network systems.

In the future, research on network systems will focus on the following areas. The first is the effective introduction of high-order network structure. This structure not only considers nodes and simple edge connections, but also incorporates multiple types of interactions and multi-level relationships between nodes, which is helpful for precise analysis and prediction of information in different cultures and countries. communication paths between media platforms.

The second is machine learning and artificial intelligence technology to assist in international communication research, such as quickly and automatically identifying and classifying structural patterns of information communication when processing global large-scale data and complex models, improving the timeliness of international communication research.

The third is to increase the practical guidance of theoretical models for international communication governance, use complex network theory to formulate international communication policies on different issues such as public health, national culture, and economic development, and help decision-makers better understand the situation by establishing more accurate models. Understand and manage complex international communications environments.

4. Conclusion

Complex systems theory has distinct advantages in analyzing and understanding the dynamic behavior and structural characteristics of large-scale interconnected systems. This feature makes it of great guiding significance for the practice of global communication. Research on international communication based on complex networks breaks out of the single perspective of cross-culture. By identifying and analyzing global network structures and simulating and predicting global information flows, it achieves the purpose of determining the behavioral motivations of communication entities, optimizing information dissemination paths, and improving communication efficiency. In the future, through the iterative innovation of network system theory itself and its in-depth integration with international communication research, strategic innovation in international communication will be effectively improved and optimized, and the theory and practice in the field of international communication will be pushed to a higher level.

[This article is a phased result of the National Social Science Fund's major project "Research on Internet Content Governance System and Supervision Model with Chinese Characteristics" (Approval Number: 18zda317)]

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Citation format reference of this article:

Tian Li, Bi Kun: New trends in international communication research based on complex networks[j].Young Journalists, 2024(06):60-64.