Ising-based model of opinion formation in a complex network of interpersonal interactions

In our work the process of opinion formation in the human population, treated as a scale-free network, is modeled and investigated numerically. The individuals (nodes of the network) are characterized by their authorities, which influence the interpersonal interactions in the population. Hierarchical, two-level structures of interpersonal interactions and spatial localization of individuals are taken into account. The effect of the mass media, modeled as an external stimulation acting on the social network, on the process of opinion formation is investigated. It was found that in the time evolution of opinions of individuals critical phenomena occur. The first one is observed in the critical temperature of the system TC and is connected with the situation in the community, which may be described by such quantifiers as the economic status of people, unemployment or crime wave. Another critical phenomenon is connected with the influence of mass media on the population. As results from our computations, under certain circumstances the mass media can provoke critical rebuilding of opinions in the population.