Social contagion
Contagions that spread among people. One characteristic is that the ‘infection’ is enhanced by multiple exposures. A review1 (and a comment - http://arxiv.org/abs/1207.1758).
Damon Centola and Michael Macy proposed four mechanisms that explain complex, social contagion2:
- Strategic complementarity: adoption of innovation is costly and it’s better to wait in many cases. (also for strikes, revolutions, etc)
- Credibility: innovations often lack credibility (三人成虎).
- Legitimacy
- Emotional contagion
There has been evidence that more exposure (# of people already adopted the contagion) leads to more adoption. However, recent work based on Facebook argued that structural diversity (or novelty) plays a more important role3.
There are some models to explain the cooperatively of social contagions45.
Bursty behavior can enhance the spreading of social contagion6.
Applying cascade dynamics to modular random network78910.
In random multiplex networks - http://pre.aps.org/abstract/PRE/v86/i3/e036103
Social contagion and biological contagion influence each other
Topological approaches
- Iacopini2019simplicial: Simplicial models of social contagion
Structural diversity
- Ugander et al. PNAS
- The Strength of Structural Diversity in Online Social Networks
References
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“Social Contagion Theory: Examining Dynamic Social Networks and Human Behavior”. http://arxiv.org/abs/1109.5235. ↩
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Damon Centola and Michael Macy (2007). “Complex contagions and the weakness of long ties”. The American Journal of Sociology 113: 702-34. doi:10.1086/521848. ↩
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Ugander, J.; Backstrom, L.; Marlow, C.; Kleinberg, J. (2012). “Structural diversity in social contagion”. Proceedings of the National Academy of Sciences 109 (16): 5962–5966. doi:10.1073/pnas.1116502109. ISSN 0027-8424. ↩
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Krapivsky, P L; Redner, S; Volovik, D (2011). “Reinforcement-driven spread of innovations and fads”. Journal of Statistical Mechanics: Theory and Experiment 2011 (12): P12003. doi:10.1088/1742-5468/2011/12/P12003. ISSN 1742-5468. ↩
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“Multi-Stage Complex Contagions”. http://arxiv.org/abs/1111.1596v1. ↩
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“Bursty communication patterns facilitate spreading in a threshold-based epidemic dynamics”. http://arxiv.org/abs/1206.2097. ↩
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Gleeson, James P. (2008). “Cascades on correlated and modular random networks”. Physical Review E 77 (4). doi:10.1103/PhysRevE.77.046117. ISSN 1539-3755. ↩
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Ikeda, Y; Hasegawa, T; Nemoto, K (2010). “Cascade dynamics on clustered network”. Journal of Physics: Conference Series 221: 012005. doi:10.1088/1742-6596/221/1/012005. ISSN 1742-6596. ↩
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Hackett, Adam; Melnik, Sergey; Gleeson, James (2011). “Cascades on a class of clustered random networks”. Physical Review E 83 (5). doi:10.1103/PhysRevE.83.056107. ISSN 1539-3755. ↩
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“Cascades on clique-based graphs”. http://arxiv.org/abs/1206.3075. ↩