Analysis of Collaborative Governance of Network Public Opinion in Social Circles Based on Blockchain Traceability Strategy: An Evolutionary Game Theory Approach

In the context of rapid development of social networks, users gather together through social network platforms (SNPs) to form social circles, which become the main carriers for users to disseminate public opinion information and emotions, and it is easy to form the phenomenon of network public opinion polarization in social circles. To prevent the polarization of network public opinions in social circles, the application of blockchain technology to SNPs can provide a credible database for the traceability of public opinions and avoid the spread of false information in social circles. Based on blockchain traceability, this paper establishes a three-party evolutionary game model consisting of government, SNPs, and social circle managers (SCMs). Through model solving and numerical simulation, the influencing factors of each party’s strategy are analyzed. The findings suggest: (1) Although the rising cost of building blockchain platforms may undermine the government’s incentive to regulate, the government will still prioritise support for their construction if they can significantly enhance social welfare. (2) The government could boost SNPs’ willingness to adopt blockchain technology through subsidy measures, but increased privacy risks could undermine this willingness. (3) Blockchain technology realizes the traceability of public opinion and improves the rational guidance tendency of SCMs. Therefore, in order to promote and strengthen the collaborative governance of network public opinion in social circles, SNPs should enhance the use of blockchain technology, while the government should give full play to its regulatory and supervisory roles. This study introduces blockchain technology for public opinion traceability; explores a collaborative network public opinion governance system based on strict regulation by the government, introduction of blockchain technology by SNPs, and rational guidance by SCMs; expands the related research on network public opinion governance; and provides a new idea for the study of network public opinion governance of social circles based on blockchain traceability.