Using agent-based simulation to analyse the effect of broadcast and narrowcast on public perception:a case in social risk amplification

Onggo, Stephan and Busby, Jeremy and Liu, Yun (2014) Using agent-based simulation to analyse the effect of broadcast and narrowcast on public perception:a case in social risk amplification. In: Proceedings of the 2014 Winter Simulation Conference. IEEE, pp. 322-333. ISBN 9781479974849

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Abstract

Individuals often use information from broadcast news (e.g. media) and narrowcast news (e.g. personal social network) to form their perception on a certain social issue. Using a case study in social risk amplification, this paper demonstrates that simulation modelling, specifically agent-based simulation, can be useful in analysing the effect of broadcast and narrowcast processes on the formation of public risk perception. The first part of this paper explains the structure of a model that allows easy configuration for testing various behaviours about which the empirical literature cannot make definitive predictions. The second part of this paper discusses the effect of personal social network and the role of media in the dynamics of public risk perception. The results show the undesirable effect of the extreme narrowcast process in society and a media that simply broadcasts the average public risk perception.

Item Type:
Contribution in Book/Report/Proceedings
Uncontrolled Keywords:
/dk/atira/pure/subjectarea/asjc/1800/1803
Subjects:
ID Code:
73031
Deposited By:
Deposited On:
24 Feb 2015 08:06
Refereed?:
Yes
Published?:
Published
Last Modified:
01 May 2020 07:26