RESEARCH OF THE MODELS OF INFORMATION DISSEMINATION AND INFORMATION INFLUENCES IN SOCIAL NETWORKS

Abstract

The subject matter of the article is the processes of dissemination of information and information influences in virtual social networks. The goal is research existing models of information dissemination and information influences in virtual social networks, carry out the comparative analysis existing models, identify characteristics and specific features that are not taken into account in existing models. The tasks to be solved are: to investigate the types of existing, previously proposed models for modeling information processes in social networks, to perform a comparative analysis to identify characteristics and manifestations that are not taken into account in the proposed models, and at the same time may have a significant impact on the processes under study. The methods used are: analysis and synthesis, empirical comparison methods. The following results were obtained: a comparison of the models considered reveals that most of them do not take into account the individual characteristics of the node. Classical models are focused on the study of certain subgroups of network nodes and the dynamics of changes in these subgroups, with all nodes have the same characteristics. The practice of studying situations in real conditions shows the significance of the importance and influence on the process of personal characteristics of the participants in the information exchange process. Including existing models do not take into account the behavior or strategies selected by individual nodes during the implementation of information impact processes. Conclusions. In order to generalize the behavior of specific network participants to the whole network, it is necessary to create a unified theory of social networks, within which one could study methods for identifying and describing the characteristics of networks, the patterns of propagation of these characteristics, the creation of methods that, in terms of the social network structure and other characteristics, participants. The presence of a large number of proposed models requires an integrated approach to comparison and evaluation of models. The information influence of bots and the automated approach to the information dissemination process are losing their topicality due to the availability of developed methods for recognizing and neutralizing such impacts. In the course of "live communication" and information processes between people - network nodes, the characteristics of a single node and the chosen behavioral strategy for achieving the set goal are crucial. As the study shows, most models do not consider these aspects.