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Statistical physics of media processes: Mediaphysics


  • Kuznetsov, Dmitri V.
  • Mandel, Igor


The processes of mass communications in complicated social or sociobiological systems such as marketing, economics, politics, animal populations, etc. as a subject for the special scientific subbranch—“mediaphysics”—are considered in its relation with sociophysics. A new statistical physics approach to analyze these phenomena is proposed. A keystone of the approach is an analysis of population distribution between two or many alternatives: brands, political affiliations, or opinions. Relative distances between a state of a “person's mind” and the alternatives are measures of propensity to buy (to affiliate, or to have a certain opinion). The distribution of population by those relative distances is time dependent and affected by external (economic, social, marketing, natural) and internal (influential propagation of opinions, “word of mouth”, etc.) factors, considered as fields. Specifically, the interaction and opinion-influence field can be generalized to incorporate important elements of Ising-spin-based sociophysical models and kinetic-equation ones. The distributions were described by a Schrödinger-type equation in terms of Green's functions. The developed approach has been applied to a real mass-media efficiency problem for a large company and generally demonstrated very good results despite low initial correlations of factors and the target variable.

Suggested Citation

  • Kuznetsov, Dmitri V. & Mandel, Igor, 2007. "Statistical physics of media processes: Mediaphysics," Physica A: Statistical Mechanics and its Applications, Elsevier, vol. 377(1), pages 253-268.
  • Handle: RePEc:eee:phsmap:v:377:y:2007:i:1:p:253-268
    DOI: 10.1016/j.physa.2006.10.098

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    References listed on IDEAS

    1. Fang Wu & Bernardo A. Huberman, 2004. "Social Structure and Opinion Formation," Computational Economics 0407002, University Library of Munich, Germany.
    2. Katarzyna Sznajd-Weron, 2005. "Sznajd model and its applications," HSC Research Reports HSC/05/04, Hugo Steinhaus Center, Wroclaw University of Technology.
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    Cited by:

    1. Lipovetsky, Stan, 2018. "Quantum paradigm of probability amplitude and complex utility in entangled discrete choice modeling," Journal of choice modelling, Elsevier, vol. 27(C), pages 62-73.


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