Hierarchy Of Various Types Of Social Media Actors: Perception And Optimization Of Influence

Abstract

Objective of this paper presents an analysis of hierarchy of various types of social media actors and  analysis of perception and optimization of influence. Methods: The study involved a cross-disciplinary approach using neural network technologies.  To analyze the perception of actors and optimization of influence on social networks, it was developed and tested to the semantic model for the influence maximization analysis. The neural network technology TextAnalyst 2.3.  was used as a toolkit to help form a semantic network common for the entire corpus of analyzed texts, from which the topic structure of the analyzed content was extracted; also, an associative search was performed. Findings:  As a result of studying a specific urban planning conflict, it was concluded that the hierarchy of various types of actors in social media is dynamic and unstable. Optimization of the speech influence and perception by users is determined by a number of reasons: the accuracy of determining the specifics of the communicative situation, identifying relevant topics, generating messages on relevant topics using an imperative strategy that includes negative sentiment and aggression. An important role is played by the symbolic capital of the source of information dissemination for certain types of actors. One should also take into account the dynamism of communication processes taking place in the network environment and a sharp change in the situation in short time periods.          Moreover, the choice of adequate communication means and successful solution of urgent communication tasks ensures active influence on the perception of network actors and translation of virtual intentions into real actions. Application: The results of the study can be used to identify social tension and prevent urban conflicts with residents.