Sociocultural Influences on Opinion Formation: Word of Mouth Dynamics, Mass Media and Behavioural Development
Authors: Elpida Tzafestas
Organizations: Laboratory of Cognitive Science, Department of History and Philosophy of Science, National and Kapodistrian University of Athens, University Campus, Ano Ilisia 15771, GREECE
We study a society of agents belonging to a number of occupational or cultural groups that form opinions about others' situation in the same or different group. Opinions develop either by observation within own group or by directly interacting with members of other groups, therefore by word of mouth (WoM). Additionally, global mass media (MM) may be available that inform indirectly about the situation of the various groups. The sociocultural interplay of these processes and the degrees of relative exposure to each of the sources has diversified effects on final opinion and social attitude formation. In large and complex societies and groups where not everyone can physically interact by WoM with everyone about everything, these processes show potential for mass control and social automation engineering. Our model can also represent and be generally informative about segmented societies that consist of groups with different occupational and cultural characteristics and it can offer insights into social issues such as the generation gap, social cleavages and so on.
Large language models (LLMs) increasingly interact with one another in multi-agent systems, from simulations of human discourse to influence operations and fully LLM-driven social platforms. These interactions give rise to new regimes of opinion propagation that are not yet well understood. We investigate whether classical opinion dynamics models, which have long been used to explain how interactions shape collective beliefs in human societies, can capture the behavior of LLM networks. We find that, while naive averaging-style models fail to track LLMs' opinion dynamics, simple modifications yield substantial gains in modeling fidelity. In particular, bias, an innate opinion toward which agents regress, emerges as a significant driver of LLM opinion dynamics, with its inclusion reducing cumulative estimated mean opinion error by up to 88%. We additionally find that these conclusions generalize across model families, discussion topics, and networks.
Caleb Probine, Yigit Ege Bayiz, Filippos Fotiadis +3
Generative artificial intelligence (AI) is increasingly integrated into the online platforms where humans exchange opinions; large language models (LLMs) now polish users' posts on LinkedIn and provide context for content shared on X. While prior work has shown that AI can express biased opinions and shape individuals' opinions during human-AI interactions, less attention has been paid to its influence on collective opinion formation when mediating human-to-human communication. We address this gap via a combination of empirical and theoretical analyses. We show empirically that LLMs from multiple popular families introduce directional biases when instructed to edit human-written texts on contested topics, for example, nudging texts in favor of gun control and against atheism. Building on this observation, we introduce a mathematical model of opinion dynamics in which an AI system sits between users on a social network, transforming the opinions they express and perceive. By analytically characterizing the equilibrium of this model and performing simulations on real social network data, we show that biases introduced by AI in human-to-human communication can be amplified through the network and shift collective opinion in their direction. In light of these findings, we investigate whether such biases are controllable by online platforms. We audit the "Explain this post" feature on X and find evidence of pro-life bias in Grok's outputs on abortion-related content, which we trace back to specific design choices. We conclude with a discussion of the broader implications of our findings in relation to ongoing legislative efforts in the European Union.
The study of opinion dynamics in social networks is one of the key challenges in computational social science with direct relevance to understanding political polarization, misinformation, and health responses. Current approaches focus on simplified mathematical models that ignore linguistic and contextual factors related to belief updates or use Large Language Model (LLM)-based simulations that have not been validated against real data. We present a framework based on the concept of a digital twin to simulate opinion dynamics in social networks. The approach fills the gap by cloning a real-world Twitter network, assigns a set of attributes for agents (such as persona, emotions, centrality, stubbornness, and influence), and employs Mistral-7B to perform opinion update based on memory and social exposure. To evaluate the proposed approach, we validate it against two real Twitter datasets (COVID-19 discourse and U.S elections 2020). The results show that the capability of the proposed framework reproduces opinion trajectories and reduces individual prediction error by more than 50% compared to the best-performing classical baseline (Mistral-7B achieves Mean Absolute Error (MAE) = 0.150 and 0.121 on the COVID-19 and US Election 2020 datasets, respectively). We observe similar improvements in structural alignment (Delta_r = 0.120 and 0.180) and polarization dynamics (Delta_Var = 0.106 and 0.115) on the two datasets, respectively. Additionally, the ablation studies confirm that agent attributes, memory, and social exposure all contribute to the framework's predictive fidelity in reproducing opinion trajectories, with agent attributes being the most critical contributor. Overall, our results demonstrate that grounding Mistral-7B within empirically cloned interaction networks produces a realistic simulation framework capable of reproducing complex social dynamics.