周,阳,王雪菲,白朔天,赵,楠,朱廷劭.基于网络平台的群体和个体的社会态度研究（已在2017年第2期出版）[J].中国科学院院刊,,():.

基于网络平台的群体和个体的社会态度研究（已在2017年第2期出版）

Identifying Social Attitude Based on Network Behavior

周 阳 王雪菲 白朔天 赵 楠 朱廷劭

         社会态度，网络行为，社会治理

        social attitude, network behavior, social governance

        社会态度反映了民众对社会的判断和感受，是社会治理需要高度重视的内容。文章 说明了传统社会调查方法的优劣，进而指出基于互联网计算社会态度在理论和现实层面的 可行性，介绍了中科院心理所课题组基于网络行为的社会态度计算模型。从社会态度计算 模型的实际应用角度，应用上述模型计算了广东省的社会态度，并通过广东省各个城市的 “地方经济满意度”这一社会态度指标与该区域的宏观经济指标的相关性进一步验证了模 型的可解释性。另外，美国宾夕法尼亚大学通过 Twitter 数据预测公民幸福感并绘制了美 国的幸福感地图，通过美国各个地区基于网络行为的预测值和基于问卷测量的值进行比 较，由两者较大的相似性得出基于网络行为预测社会态度的可行性。所展示的分析与计算 方法所采用数据真实客观，排除了社会赞许性等因素的影响，并极大地降低了成本，缩短 了原有的调研周期，初步实现了社会态度的实时计算感知，对长期动态监控各项社会态度 指标有极大的现实意义。希望能够与线下的社会调查法优势互补，共同为社会治理提供辅 助决策。

        Social governance pays much attention to requirement of all levels of society, so it is necessary to know public’s social attitude, which reflects public’s judgment and feeling. This paper introduced advantages and disadvantages of conventional social survey method, and then pointed out the feasibility of calculating social attitude by Internet behavior, specifically, introduced a model for calculating social attitude studied by Institute of Psychology, Chinese Academy of Sciences. As for application, we calculated social attitude of Guangdong province using the model described above. University of Pennsylvania predicted life satisfaction using tweets and made a map of US showing wellbeing. Their result is similar with the scores which were determined by survey data. The method proposed in this study could reduce cost, rule out the influence of social desirability, and and calculate the public’s social attitude timely, which could be a complement of conventional social survey method, and mutually to be a meaningful support to public policy making.