Understanding the spread of prevention and cessation messages on social media for substance use in youth

Applying Communication Science to Substance Use Prevention Messaging

Despite a wealth of evidence-based messaging on youth alcohol and drug prevention, there remains a dearth of research on how to construct and deliver these messages effectively. Communication science is useful for increasing the efficacy of these messages in reducing substance use risk among youth. This study explores the perspectives of youth and youth-serving providers to identify theory-informed substance use prevention messages and strategies and how the content and delivery of prevention messages evolved during the COVID-19 pandemic. This is a secondary analysis of qualitative data derived from focus groups with 53 youth ages 13 to 18 years and 18 youth-serving providers conducted in the USA between 2021 and 2022. The results describe theory-informed strategies that are important to consider when constructing effective substance use prevention messaging for youth, including preferences around key communication framework constructs, including sources, content, channels, and context. An element that emerged across the communication constructs was the saliency of "connection" in youth substance use prevention messaging content. Findings point to the need to further explore connection related to having shared experiences and the extent to which these dimensions are critical ingredients to effective substance use prevention.

Engagement with Adolescent Substance Prevention Messages: Impact and Dissemination of REAL Media

This article reviews the development and testing of a youth substance prevention program, REAL media. The contributions of this body of research include theoretical development, measurement, and dissemination of an efficacious independently evaluated program. Special attention is given to the impact of the program through collaborations with multiple community groups and multiple phases of development and testing.

Research on the co-evolution of competitive public opinion and intervention strategy based on Markov process

Under Omni-media environment, Online Social Networks (OSN) have gradually become the most momentous platform for information propagation. Considering the interaction and coexistence of both positive and negative public opinion information (referred to as public opinion), it is of great significance for social development and economic stability to understand the co-evolution process of competitive public opinion and compress the spreading space of negative public opinion. Allowing for this point, this paper constructed a two-stage spreading model of competitive public opinion combing with the actual case of public opinion propagation, analysed the main factors influencing the co-evolution process, such as netizens’ intimacy, network literacy, and so on, and redefined netizens’ state transition probability matrix with the help of Markov process. Then, the effectiveness of the spreading model was verified and the propagation rule of public opinion was discussed in open and closed OSN through simulation experiments. Finally, the intervention strategies were proposed and optimised with the limitation of cost. The results show that the propagation of public opinion mainly depends on netizens’ behaviour with low literacy and presents difference characteristics in two types of OSN. During the intervention process of public opinion propagation, there exists an effective intervention interval and the best intervention strategy varies with the change of network topology. Our research provided a cornerstone for further understanding of the co-evolution process of competitive public opinion and the research conclusions also provided a certain decision-making reference for enterprises, governments and other regulators to reasonably respond to the propagation of public opinion.

Cross-platform opinion dynamics in competitive travel advertising: A coupled networks’ insight

Social media platforms have become an important tool for travel advertisement. This study constructs the bounded confidence model to build an improved cross-platform competitive travel advertising information dissemination model based on open and closed social media platforms. Moreover, this study examines the evolution process of group opinions in cross-platform information dissemination with simulation experiments. Results reveal that based on strong relationships, the closed social media platform opinion leaders better guide in competitive travel advertising and can bring more potential consumers to follow. However, being an opinion leader on an open social media platform will not result in more consumer following.

Research on the propagation and governance of public opinion information under the joint action of internal and external factors

Purpose

Under the new media environment, while enjoying the convenience brought by the propagation of public opinion information (referred to as public opinion), learning the evolution process of public opinion and strengthening the governance of the spreading of public opinion are of great significance to promoting economic development and maintaining social stability as well as effectively resisting the negative impact of its propagation.

Design/methodology/approach

Thinking about the results of empirical research and bibliometric analysis, this paper focused on introducing key factors such as information content, social strengthening effects, etc., from both internal and external levels, dynamically designed public opinion spreading rules and netizens' state transition probability. Subsequently, simulation experiments were conducted to discuss the spreading law of public opinion in two types of online social networks and to identify the key factors which influencing its evolution process. Based on the experimental results, the governance strategies for the propagation of negative public opinion were proposed finally.

Findings

The results show that compared with other factors, the propagation of public opinion depends more on the attributes of the information content itself. For the propagation of negative public opinion, on the one hand, the regulators should adopt flexible guidance strategy to establish a public opinion supervision mechanism and autonomous system with universal participation. On the other hand, they still need to adopt rigid governance strategy, focusing on the governance timing and netizens with higher network status to forestall the wide-diffusion of public opinion.

Practical implications

The research conclusions put forward the enlightenment for the governance of public opinion in management practice, and also provided decision-making reference for the regulators to reasonably respond to the propagation of public opinion.

Originality/value

Our research proposed a research framework for the discussion of public opinion propagation process and had important practical guiding significance for the governance of public opinion propagation.

Cross-network propagation model of public opinion information and its control in coupled double-layer online social networks

Purpose

In modern society, considering the multi-channel of public opinion information (public opinion) propagation and its strong influence on social development, it is necessary to study its propagation law and discuss the intervention strategy in online social networks (OSN).

Design/methodology/approach

First, a conceptual model of double-layer OSN was constructed according to their structural characteristics. Then, a cross-network propagation model of public opinion in double-layer OSN was proposed and discussed its spreading characteristics through numerical simulations. Finally, the control strategy of public opinion, especially the timing and intensity of intervention were discussed.

Findings

The results show that the double-layer OSN promotes the propagation of public opinion, and the propagation of public opinion in double-layer OSN has the characteristics of that in two single-layer OSN. Compared with the intervention intensity, the regulator should give the priority to the timing of intervention and try to intervene in the early stage of public opinion propagation.

Practical implications

This study may help the regulators to respond to the propagation of public opinion in OSN more actively and reasonably.

Originality/value

This research has a deep comprehension of the cross-network propagation rules of public opinion and manages the propagation of public opinion.