Analysis and Control of Socio-Cultural Opinion Evolution in Complex Social Systems

The overarching goal of this thesis is to further our understanding about opinion evolution in networked societies. Such insights can be used in a variety of fields such as economy, marketing, transportation, egress, etc. Three main subjects build up this interdisciplinary research: Sociology, Statistical Mechanics, and Network Sciences. In this thesis, for macrolevel (or society-level) analyses, techniques from statistical mechanics have been borrowed to mathematically model the opinion dynamic on different network topologies based on different interaction models. Also, for micro-level (individual-level) analyses, Individual Decision Making Algorithms (IDMA) have been designed. To account for both macro-level and micro-level dynamics, these two regimes are combined resulting in a more accurate model for opinion propagation. Assessing the controllability of such dynamics through experiments in presence of actual humans is the part of this thesis.