Mass media interventions and social reinforcements drive rumor propagation
Phys. Rev. E 114, 054303 – Published 2 November, 2026
DOI: https://doi.org/10.1103/vxkg-41kp
Abstract
Rumors now spread faster and wider than ever, driven by diverse communication channels. To capture this complexity, we develop a multilayer coupled model of rumor propagation that integrates individual behavioral differences, mass media influence, social reinforcement, and the interplay of cooperative and competitive dynamics across channels. Using mean-field theory, we analyze the system's dynamics and derive the critical threshold through the next-generation matrix method. Numerical simulations show that traditional mass media interventions are more effective in limiting single-channel spreaders, while new media interventions have stronger effects on dual-channel spreaders. However, when traditional mass media pressure is already high, intensifying new media interventions may fail to suppress offline spreaders and can instead raise costs or even cause negative outcomes. We also find that dual-channel spreaders are more responsive to changes in online rumor prevalence and play a stronger role in overall rumor dynamics than single-channel spreaders. Finally, validation with a Twitter dataset confirms the model's predictive power for offline rumor spread.
