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Asian Journal of Information and Communications 9(2)
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Asian Journal of Information and Communications

Cognitions of micro-blog’s information: an experimental study of brain activities Rong Xia et al.

  • Page:1-13
  • 2018-05-02

Micro-blog has gradually become one of the primary social platforms for Chinese people to acquire and share information with the public, and draws great attentions due to its profound impacts on social information propagation. There have been a lot of studies on social media, focusing especially on the areas such as topic detection, information spread, and network connection, etc. However, the cognitive and behavioral mechanism underlying micro-blog’s information spread has not been explored deeply. This paper presents a neurological approach to predict information propagation on micro-blogs, and intends to provide the revelations for public opinion monitoring, online marketing, targeting recommendation, and so on. It first analyzed the mechanism of information propagation based on existing findings, and designed a series of experiments to collect the electroencephalogram (EEG) signals of users during the online operations such as forwarding and commenting on their micro-blogs. By comparing their brain waves, the significant characteristics of neural reactions to different contexts, for example, good vs. bad news, official vs. non-official message, and male vs female concern, were studied and summarized. Research findings of this paper explain the neural mechanism why different people would have different reactions to the same message content, and why the same person might react differently to the same message in different contexts such as reliable vs unreliable sources.

Keywords: micro-blog, cognition, brain activity, neural mechanism, EEG

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