Abstract: In social networks, the spread of rumors is always influenced by individual cognitive psychology and social environment, thus showing certain social effects. An SHIR (susceptible-hesitated-infected-removed) rumor propagation model is established, and the broken windows theory and diffusion of responsibility effect in rumor propagation are characterized from the perspective of individual features. This paper studies the threshold of the spreader in which two kinds of social effects play the biggest role. The influence of broken windows theory and diffusion of responsibility effect on rumor propagation in social network is simulated and analyzed based on BA(Barabási-Albert) scale-free network. Results show that: with the increase of the thresholds of spreaders in small-scale low density network, the propagation peak value under broken windows theory overall monotonically decreases which tends to the peak value without social effects, while the propagation peak value under diffusion of responsibility effect overall monotonically increases which tends to the peak value without social effects; the best threshold of spreaders under broken windows theory in SHIR rumor spreading model is 0.08, while the best threshold of spreaders under diffusion of responsibility effect is 0.07; the peak value of rumor spreading under broken window theory increases by 58.2%, and decreases by 69.9% under diffusion of reponsibility effect, thus the broken windows theory can promote the spreading of rumors, while the diffusion of responsibility effect will inhibit the spreading of rumors in social network.

Key words: rumor spreading, social network, broken windows theory, diffusion of responsibility effect

摘要： 在社交网络中，谣言的传播总是受到个体认知心理和社会环境的影响，从而呈现出一定的社会效应。建立了SHIR谣言传播模型，并从个体角度刻画了谣言传播的破窗效应和责任分散效应；研究了两种社会效应发挥最大作用的传播者阈值；基于BA无标度网络，仿真分析了社交网络中破窗效应和责任分散效应对谣言扩散的影响。结果表明：在小规模低密度社交网络中，随着传播者阈值的增加，破窗效应的传播峰值总体单调递减并趋于无社会效应时的传播峰值，责任分散效应的传播峰值总体单调递增并趋于无社会效应时的传播峰值；破窗效应的最佳传播者阈值为0.08，责任分散效应的最佳传播者阈值为0.07；破窗效应下谣言传播峰值提高了58.2%，责任分散效应下谣言传播峰值下降了69.9%，说明破窗效应能够促进谣言传播，而责任分散效应则会抑制谣言传播。

关键词: 谣言传播, 社交网络, 破窗效应, 责任分散效应