World Summit on Management Sciences
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Accepted Abstracts

Model for Revelation of Unfriendly Information Impacts in Mass-Media Which are Directed on Change of Public Opinion

Sergey Sveshnikov*, Victor Bocharnikov
National Defense University of Ukraine, Ukraine

Citation: Sceshnikov S, Bocharnikov V (2020) Model for Revelation of Unfriendly Information Impacts in Mass-Media Which are Directed on Change of Public Opinion. SciTech BioTech-Food Sciences 2020. 

Received: September 11, 2020         Accepted: September 15, 2020         Published: September 15, 2020


The modern world is an environment of constantly growing informational impacts (attacks, operations, and so on) with the aim of changing the belief system of people and the motives of their behavior. We see numerous information impacts in international politics and economics. In business, information impacts are the main tool of marketing communications. With their help, companies expand demand, position products and create new markets. In the modern global world information impacts acquire strategic importance. In general, subjects (government bodies, companies) use information impacts to achieve, as a rule, political and / or economic goals. Provided that information impacts are carried out systematically, over time they change the beliefs of people who begin to act differently than before. However, these impacts are often undesirable for other subjects. Therefore, they face the problem of timely identification of unfriendly information impacts, what will allow them to organize counteraction and prevent damage. To solve this problem, researchers often limit themselves to counting positive and negative publications, not taking into account the structure of people's belief systems, people's stratification into social groups, and the popularity of the media. Therefore, we have developed a computational hierarchical model that describes all elements of the communication system between the media and people. Since people's beliefs are difficult to describe unambiguously, it is necessary to use special methods for solving problems in uncertainty conditions. In our model, people's preferences are described by fuzzy Sugeno measures, and generalization in the model hierarchy is performed using the fuzzy Sugeno integral. Fuzzy measures are a better tool for describing uncertainty than the widespread fuzzy sets. The model is able to estimate the danger of unfriendly impacts, which is defined as the level of contradiction between two belief systems. The first is the system that is desirable for the subject. The second is a system that is promoted in the information impacts. In addition, the model allows you to determine the social group and the elements of the belief system, which are targeted by information impacts. The model also allows you to choose the most effective methods of counteraction. The use of the model in practice involves monitoring the media, entering the parameters of information messages into the model, calculating and analyzing the chart of the possibility of unfriendly information influences.