contagion - complex networks, sfi summer school, june, 2010 · 2010-06-07 · contagion...

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Contagion Introduction Simple Disease Spreading Models Background Prediction Social Contagion Models Granovetter’s model Network version Groups Summary Winning: it’s not for everyone Superstars Musiclab References Frame 1/80 Contagion Complex Networks, SFI Summer School, June, 2010 Prof. Peter Dodds Department of Mathematics & Statistics Center for Complex Systems Vermont Advanced Computing Center University of Vermont Licensed under the Creative Commons Attribution-NonCommercial-ShareAlike 3.0 License. Contagion Introduction Simple Disease Spreading Models Background Prediction Social Contagion Models Granovetter’s model Network version Groups Summary Winning: it’s not for everyone Superstars Musiclab References Frame 2/80 Outline Introduction Simple Disease Spreading Models Background Prediction Social Contagion Models Granovetter’s model Network version Groups Summary Winning: it’s not for everyone Superstars Musiclab References Contagion Introduction Simple Disease Spreading Models Background Prediction Social Contagion Models Granovetter’s model Network version Groups Summary Winning: it’s not for everyone Superstars Musiclab References Frame 3/80 Contagion Definition: (1) The spreading of a quality or quantity between individuals in a population. (2) A disease itself: the plague, a blight, the dreaded lurgi, ... Two main classes of contagion: 1. Infectious diseases: tuberculosis, HIV, ebola, SARS, influenza, ... 2. Social contagion: fashion, word usage, rumors, riots, religion, ... Contagion Introduction Simple Disease Spreading Models Background Prediction Social Contagion Models Granovetter’s model Network version Groups Summary Winning: it’s not for everyone Superstars Musiclab References Frame 4/80 Contagion models Some large questions concerning network contagion: 1. For a given spreading mechanism on a given network, what’s the probability that there will be global spreading? 2. If spreading does take off, how far will it go? 3. How do the details of the network affect the outcome? 4. How do the details of the spreading mechanism affect the outcome? 5. What if the seed is one or many nodes?

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Page 1: Contagion - Complex Networks, SFI Summer School, June, 2010 · 2010-06-07 · Contagion Introduction Simple Disease Spreading Models Background Prediction Social Contagion Models

Contagion

Introduction

Simple DiseaseSpreading ModelsBackground

Prediction

Social ContagionModelsGranovetter’s model

Network version

Groups

Summary

Winning: it’s not foreveryoneSuperstars

Musiclab

References

Frame 1/80

ContagionComplex Networks, SFI Summer School, June, 2010

Prof. Peter Dodds

Department of Mathematics & StatisticsCenter for Complex Systems

Vermont Advanced Computing CenterUniversity of Vermont

Licensed under the Creative Commons Attribution-NonCommercial-ShareAlike 3.0 License.

Contagion

Introduction

Simple DiseaseSpreading ModelsBackground

Prediction

Social ContagionModelsGranovetter’s model

Network version

Groups

Summary

Winning: it’s not foreveryoneSuperstars

Musiclab

References

Frame 2/80

Outline

Introduction

Simple Disease Spreading ModelsBackgroundPrediction

Social Contagion ModelsGranovetter’s modelNetwork versionGroupsSummary

Winning: it’s not for everyoneSuperstarsMusiclab

References

Contagion

Introduction

Simple DiseaseSpreading ModelsBackground

Prediction

Social ContagionModelsGranovetter’s model

Network version

Groups

Summary

Winning: it’s not foreveryoneSuperstars

Musiclab

References

Frame 3/80

Contagion

Definition:I (1) The spreading of a quality or quantity between

individuals in a population.I (2) A disease itself:

the plague, a blight, the dreaded lurgi, ...

Two main classes of contagion:

1. Infectious diseases:tuberculosis, HIV, ebola, SARS, influenza, ...

2. Social contagion:fashion, word usage, rumors, riots, religion, ...

Contagion

Introduction

Simple DiseaseSpreading ModelsBackground

Prediction

Social ContagionModelsGranovetter’s model

Network version

Groups

Summary

Winning: it’s not foreveryoneSuperstars

Musiclab

References

Frame 4/80

Contagion models

Some large questions concerning networkcontagion:

1. For a given spreading mechanism on a givennetwork, what’s the probability that there will beglobal spreading?

2. If spreading does take off, how far will it go?3. How do the details of the network affect the

outcome?4. How do the details of the spreading mechanism

affect the outcome?5. What if the seed is one or many nodes?

Page 2: Contagion - Complex Networks, SFI Summer School, June, 2010 · 2010-06-07 · Contagion Introduction Simple Disease Spreading Models Background Prediction Social Contagion Models

Contagion

Introduction

Simple DiseaseSpreading ModelsBackground

Prediction

Social ContagionModelsGranovetter’s model

Network version

Groups

Summary

Winning: it’s not foreveryoneSuperstars

Musiclab

References

Frame 6/80

Mathematical Epidemiology

The standard SIR model:I Three states:

I S = SusceptibleI I = InfectedI R = Recovered

I S(t) + I(t) + R(t) = 1I Presumes random

interactions

Discrete time example:

I

R

SβI

1 − ρ

ρ

1 − βI

r1 − r

Transition Probabilities:

β for being infected givencontact with infectedr for recoveryρ for loss of immunity

Contagion

Introduction

Simple DiseaseSpreading ModelsBackground

Prediction

Social ContagionModelsGranovetter’s model

Network version

Groups

Summary

Winning: it’s not foreveryoneSuperstars

Musiclab

References

Frame 7/80

Independent Interaction models

Reproduction Number R0:

I R0 = expected number of infected individualsresulting from a single initial infective.

I Epidemic threshold: If R0 > 1, ‘epidemic’ occurs.I Example:

0 1 2 3 40

0.2

0.4

0.6

0.8

1

R0

Frac

tion

infe

cted

I Continuous phasetransition.

I Fine idea from asimple model.

Contagion

Introduction

Simple DiseaseSpreading ModelsBackground

Prediction

Social ContagionModelsGranovetter’s model

Network version

Groups

Summary

Winning: it’s not foreveryoneSuperstars

Musiclab

References

Frame 9/80

Disease spreading models

For ‘novel’ diseases:

1. Can we predict the size of an epidemic?2. How important/useful is the reproduction number R0?3. What is the population size N?

Contagion

Introduction

Simple DiseaseSpreading ModelsBackground

Prediction

Social ContagionModelsGranovetter’s model

Network version

Groups

Summary

Winning: it’s not foreveryoneSuperstars

Musiclab

References

Frame 10/80

R0 and variation in epidemic sizes

R0 approximately the same for all of the following:

I 1918-19 “Spanish Flu” ∼ 500,000 deaths in USI 1957-58 “Asian Flu” ∼ 70,000 deaths in USI 1968-69 “Hong Kong Flu” ∼ 34,000 deaths in USI 2003 “SARS Epidemic” ∼ 800 deaths world-wide

Page 3: Contagion - Complex Networks, SFI Summer School, June, 2010 · 2010-06-07 · Contagion Introduction Simple Disease Spreading Models Background Prediction Social Contagion Models

Contagion

Introduction

Simple DiseaseSpreading ModelsBackground

Prediction

Social ContagionModelsGranovetter’s model

Network version

Groups

Summary

Winning: it’s not foreveryoneSuperstars

Musiclab

References

Frame 11/80

Size distributions

Elsewhere, event size distributions are important:

I earthquakes (Gutenberg-Richter law)I city sizes, forest fires, war fatalitiesI wealth distributionsI ‘popularity’ (books, music, websites, ideas)I What about Epidemics?

Power laws distributions are common but not obligatory...

Contagion

Introduction

Simple DiseaseSpreading ModelsBackground

Prediction

Social ContagionModelsGranovetter’s model

Network version

Groups

Summary

Winning: it’s not foreveryoneSuperstars

Musiclab

References

Frame 12/80

Feeling icky in Iceland

Caseload recorded monthly for range of diseases inIceland, 1888-1990

1890 1900 1910 1920 1930 1940 1950 1960 1970 1980 19900

0.01

0.02

0.03

Date

Freq

uenc

y

Iceland: measlesnormalized count

Treat outbreaks separated in time as ‘novel’ diseases.

Contagion

Introduction

Simple DiseaseSpreading ModelsBackground

Prediction

Social ContagionModelsGranovetter’s model

Network version

Groups

Summary

Winning: it’s not foreveryoneSuperstars

Musiclab

References

Frame 13/80

Measles

0 0.025 0.05 0.075 0.10

1

2

3

4

5

75

N (

ψ)

ψ

A

10−5

10−4

10−3

10−2

10−1

100

101

102

ψ

N>(ψ

)

Insert plots:Complementary cumulativefrequency distributions:

N>(Ψ) ∝ Ψ−γ+1

Ψ = fractional epidemic size

Measured values of γ:

I measles: 1.40 (low Ψ) and 1.13 (high Ψ)I Expect 2 ≤ γ < 3 (finite mean, infinite variance)I Distribution is rather flat...

Contagion

Introduction

Simple DiseaseSpreading ModelsBackground

Prediction

Social ContagionModelsGranovetter’s model

Network version

Groups

Summary

Winning: it’s not foreveryoneSuperstars

Musiclab

References

Frame 14/80

Resurgence—example of SARS

D

Date of onset

# N

ew c

ases

Nov 16, ’02 Dec 16, ’02 Jan 15, ’03 Feb 14, ’03 Mar 16, ’03 Apr 15, ’03 May 15, ’03 Jun 14, ’03

160

120

80

40

0

I Epidemic discovers new ‘pools’ of susceptibles:Resurgence.

I Importance of rare, stochastic events.

Page 4: Contagion - Complex Networks, SFI Summer School, June, 2010 · 2010-06-07 · Contagion Introduction Simple Disease Spreading Models Background Prediction Social Contagion Models

Contagion

Introduction

Simple DiseaseSpreading ModelsBackground

Prediction

Social ContagionModelsGranovetter’s model

Network version

Groups

Summary

Winning: it’s not foreveryoneSuperstars

Musiclab

References

Frame 15/80

A challenge

So... can a simple model produce

1. broad epidemic distributionsand

2. resurgence ?

Contagion

Introduction

Simple DiseaseSpreading ModelsBackground

Prediction

Social ContagionModelsGranovetter’s model

Network version

Groups

Summary

Winning: it’s not foreveryoneSuperstars

Musiclab

References

Frame 16/80

Size distributions

0 0.25 0.5 0.75 10

500

1000

1500

2000A

ψ

N(ψ

)

R0=3

Simple modelstypically producebimodal or unimodalsize distributions.

I This includes network models:random, small-world, scale-free, ...

I Some exceptions:1. Forest fire models2. Sophisticated metapopulation models

Contagion

Introduction

Simple DiseaseSpreading ModelsBackground

Prediction

Social ContagionModelsGranovetter’s model

Network version

Groups

Summary

Winning: it’s not foreveryoneSuperstars

Musiclab

References

Frame 17/80

A toy agent-based model

Geography: allow people to move between contexts:

b=2

i j

x ij =2l=3

n=8

I P = probability of travelI Movement distance: Pr(d) ∝ exp(−d/ξ)

I ξ = typical travel distance

Contagion

Introduction

Simple DiseaseSpreading ModelsBackground

Prediction

Social ContagionModelsGranovetter’s model

Network version

Groups

Summary

Winning: it’s not foreveryoneSuperstars

Musiclab

References

Frame 18/80

Example model output: size distributions

0 0.25 0.5 0.75 10

100

200

300

400

1942

ψ

N(ψ

)

R0=3

0 0.25 0.5 0.75 10

100

200

300

400

683

ψ

N(ψ

)

R0=12

I Flat distributions are possible for certain ξ and P.I Different R0’s may produce similar distributionsI Same epidemic sizes may arise from different R0’s

Page 5: Contagion - Complex Networks, SFI Summer School, June, 2010 · 2010-06-07 · Contagion Introduction Simple Disease Spreading Models Background Prediction Social Contagion Models

Contagion

Introduction

Simple DiseaseSpreading ModelsBackground

Prediction

Social ContagionModelsGranovetter’s model

Network version

Groups

Summary

Winning: it’s not foreveryoneSuperstars

Musiclab

References

Frame 19/80

Standard model:

0 500 1000 15000

2000

4000

6000

t

# N

ew c

ases D R

0=3

Standard model with transport: Resurgence

0 500 1000 15000

200

400

t

# N

ew c

ases G R

0=3

I Disease spread highly sensitive to populationstructure

I Rare events may matter enormously

Contagion

Introduction

Simple DiseaseSpreading ModelsBackground

Prediction

Social ContagionModelsGranovetter’s model

Network version

Groups

Summary

Winning: it’s not foreveryoneSuperstars

Musiclab

References

Frame 20/80

Simple disease spreading models

Attempts to use beyond disease:

I Adoption of ideas/beliefs (Goffman & Newell, 1964)I Spread of rumors (Daley & Kendall, 1965)I Diffusion of innovations (Bass, 1969)I Spread of fanatical behavior (Castillo-Chávez &

Song, 2003)

Contagion

Introduction

Simple DiseaseSpreading ModelsBackground

Prediction

Social ContagionModelsGranovetter’s model

Network version

Groups

Summary

Winning: it’s not foreveryoneSuperstars

Musiclab

References

Frame 21/80

Social Contagion Contagion

Introduction

Simple DiseaseSpreading ModelsBackground

Prediction

Social ContagionModelsGranovetter’s model

Network version

Groups

Summary

Winning: it’s not foreveryoneSuperstars

Musiclab

References

Frame 22/80

Social Contagion

Examples abound:

I being polite/rudeI strikesI innovationI residential segregationI ipodsI obesity

I Harry PotterI votingI gossip

I Rubik’s cubeI religious beliefsI leaving lectures

SIR and SIRS contagion possible

I Classes of behavior versus specific behavior: dieting

Page 6: Contagion - Complex Networks, SFI Summer School, June, 2010 · 2010-06-07 · Contagion Introduction Simple Disease Spreading Models Background Prediction Social Contagion Models

Contagion

Introduction

Simple DiseaseSpreading ModelsBackground

Prediction

Social ContagionModelsGranovetter’s model

Network version

Groups

Summary

Winning: it’s not foreveryoneSuperstars

Musiclab

References

Frame 23/80

Social Contagion

Two focuses for us:I Widespread media influenceI Word-of-mouth influence

Contagion

Introduction

Simple DiseaseSpreading ModelsBackground

Prediction

Social ContagionModelsGranovetter’s model

Network version

Groups

Summary

Winning: it’s not foreveryoneSuperstars

Musiclab

References

Frame 24/80

The hypodermic model of influence:

Contagion

Introduction

Simple DiseaseSpreading ModelsBackground

Prediction

Social ContagionModelsGranovetter’s model

Network version

Groups

Summary

Winning: it’s not foreveryoneSuperstars

Musiclab

References

Frame 25/80

The two step model of influence: Contagion

Introduction

Simple DiseaseSpreading ModelsBackground

Prediction

Social ContagionModelsGranovetter’s model

Network version

Groups

Summary

Winning: it’s not foreveryoneSuperstars

Musiclab

References

Frame 26/80

The general model of influence:

Page 7: Contagion - Complex Networks, SFI Summer School, June, 2010 · 2010-06-07 · Contagion Introduction Simple Disease Spreading Models Background Prediction Social Contagion Models

Contagion

Introduction

Simple DiseaseSpreading ModelsBackground

Prediction

Social ContagionModelsGranovetter’s model

Network version

Groups

Summary

Winning: it’s not foreveryoneSuperstars

Musiclab

References

Frame 27/80

Social Contagion

Why do things spread?

I Because of system level properties?I Or properties of special individuals?I Is the match that lights the forest fire the key?

(Katz and Lazarsfeld; Gladwell)I Yes. But only because we are narrative-making

machines...I System/group properties harder to understandI Always good to examine what is said before and

after the fact...

Contagion

Introduction

Simple DiseaseSpreading ModelsBackground

Prediction

Social ContagionModelsGranovetter’s model

Network version

Groups

Summary

Winning: it’s not foreveryoneSuperstars

Musiclab

References

Frame 28/80

The Mona Lisa:

I “Becoming Mona Lisa: The Making of a GlobalIcon”—David Sassoon

I Not the world’s greatest painting from the start...I Escalation through theft, vandalism, parody, ...

Contagion

Introduction

Simple DiseaseSpreading ModelsBackground

Prediction

Social ContagionModelsGranovetter’s model

Network version

Groups

Summary

Winning: it’s not foreveryoneSuperstars

Musiclab

References

Frame 29/80

The completely unpredicted fall of EasternEurope:

Timur Kuran: “Now Out of Never: The Element ofSurprise in the East European Revolution of 1989”

Contagion

Introduction

Simple DiseaseSpreading ModelsBackground

Prediction

Social ContagionModelsGranovetter’s model

Network version

Groups

Summary

Winning: it’s not foreveryoneSuperstars

Musiclab

References

Frame 30/80

Social Contagion

Some important models:

I Tipping models—Schelling (1971)I Simulation on checker boardsI Idea of thresholds

I Threshold models—Granovetter (1978)I Herding models—Bikhchandani, Hirschleifer, Welch

(1992)I Social learning theory, Informational cascades,...

Page 8: Contagion - Complex Networks, SFI Summer School, June, 2010 · 2010-06-07 · Contagion Introduction Simple Disease Spreading Models Background Prediction Social Contagion Models

Contagion

Introduction

Simple DiseaseSpreading ModelsBackground

Prediction

Social ContagionModelsGranovetter’s model

Network version

Groups

Summary

Winning: it’s not foreveryoneSuperstars

Musiclab

References

Frame 31/80

Social contagion models

Thresholds:I Basic idea: individuals adopt a behavior when a

certain fraction of others have adoptedI ‘Others’ may be everyone in a population, an

individual’s close friends, any reference group.I Response can be probabilistic or deterministic.I Individual thresholds vary.

Contagion

Introduction

Simple DiseaseSpreading ModelsBackground

Prediction

Social ContagionModelsGranovetter’s model

Network version

Groups

Summary

Winning: it’s not foreveryoneSuperstars

Musiclab

References

Frame 32/80

Social Contagion

Some possible origins of thresholds:

I Desire to coordinate, to conform.I Lack of information: impute the worth of a good or

behavior based on degree of adoption (social proof)I Economics: Network effects or network externalities

I Telephones, Facebook, operating systems, ...

Contagion

Introduction

Simple DiseaseSpreading ModelsBackground

Prediction

Social ContagionModelsGranovetter’s model

Network version

Groups

Summary

Winning: it’s not foreveryoneSuperstars

Musiclab

References

Frame 33/80

Imitation

despair.com

“When people are freeto do as they please,they usually imitateeach other.”

—Eric Hoffer“The Passionate Stateof Mind” [11]

Contagion

Introduction

Simple DiseaseSpreading ModelsBackground

Prediction

Social ContagionModelsGranovetter’s model

Network version

Groups

Summary

Winning: it’s not foreveryoneSuperstars

Musiclab

References

Frame 35/80

Granovetter’s threshold model:

Action based on perceived behavior of others:

0 10

0.2

0.4

0.6

0.8

1

φi∗

A

φi,t

Pr(a

i,t+

1=1)

0 0.5 10

0.5

1

1.5

2

2.5B

φ∗

f (φ∗ )

0 0.5 10

0.2

0.4

0.6

0.8

1

φt

φ t+1 =

F (

φ t)

C

I Two states: S and I.I φ = fraction of contacts ‘on’ (e.g., rioting)I

φt+1 =

∫ φt

0f (γ)dγ = F (γ)|φt

0 = F (φt)

I This is a Critical Mass model

Page 9: Contagion - Complex Networks, SFI Summer School, June, 2010 · 2010-06-07 · Contagion Introduction Simple Disease Spreading Models Background Prediction Social Contagion Models

Contagion

Introduction

Simple DiseaseSpreading ModelsBackground

Prediction

Social ContagionModelsGranovetter’s model

Network version

Groups

Summary

Winning: it’s not foreveryoneSuperstars

Musiclab

References

Frame 36/80

Social Sciences: Threshold models

0 0.2 0.4 0.6 0.8 10

0.5

1

1.5

2

2.5

3

γ

f(γ)

0 0.2 0.4 0.6 0.8 10

0.2

0.4

0.6

0.8

1

φt

φ t+1

I Example of single stable state model

Contagion

Introduction

Simple DiseaseSpreading ModelsBackground

Prediction

Social ContagionModelsGranovetter’s model

Network version

Groups

Summary

Winning: it’s not foreveryoneSuperstars

Musiclab

References

Frame 37/80

Social Sciences—Threshold models

Implications for collective action theory:

1. Collective uniformity 6⇒ individual uniformity2. Small individual changes ⇒ large global changes

Contagion

Introduction

Simple DiseaseSpreading ModelsBackground

Prediction

Social ContagionModelsGranovetter’s model

Network version

Groups

Summary

Winning: it’s not foreveryoneSuperstars

Musiclab

References

Frame 39/80

Threshold model on a network

t=1 t=2 t=3

c

a

bc

e

a

b

e

a

bc

e

d dd

I All nodes have threshold φ = 0.2.I “A simple model of global cascades on random

networks”D. J. Watts. Proc. Natl. Acad. Sci., 2002

Contagion

Introduction

Simple DiseaseSpreading ModelsBackground

Prediction

Social ContagionModelsGranovetter’s model

Network version

Groups

Summary

Winning: it’s not foreveryoneSuperstars

Musiclab

References

Frame 40/80

Snowballing

The Cascade Condition:I If one individual is initially activated, what is the

probability that an activation will spread over anetwork?

I What features of a network determine whether acascade will occur or not?

Page 10: Contagion - Complex Networks, SFI Summer School, June, 2010 · 2010-06-07 · Contagion Introduction Simple Disease Spreading Models Background Prediction Social Contagion Models

Contagion

Introduction

Simple DiseaseSpreading ModelsBackground

Prediction

Social ContagionModelsGranovetter’s model

Network version

Groups

Summary

Winning: it’s not foreveryoneSuperstars

Musiclab

References

Frame 41/80

The most gullible

Vulnerables:I = Individuals who can be activated by just one

‘infected’ contactI For global cascades on random networks, must have

a global cluster of vulnerablesI Cluster of vulnerables = critical massI Network story: 1 node → critical mass → everyone.

Contagion

Introduction

Simple DiseaseSpreading ModelsBackground

Prediction

Social ContagionModelsGranovetter’s model

Network version

Groups

Summary

Winning: it’s not foreveryoneSuperstars

Musiclab

References

Frame 42/80

Cascades on random networks

1 2 3 4 5 6 70

0.2

0.4

0.6

0.8

1

z

⟨ S

Example networks

PossibleNo

Cascades

Low influence

Fraction ofVulnerables

cascade sizeFinal

CascadesNo Cascades

CascadesNo

High influence

I Cascades occuronly if size of maxvulnerable cluster> 0.

I System may be‘robust-yet-fragile’.

I ‘Ignorance’facilitatesspreading.

Contagion

Introduction

Simple DiseaseSpreading ModelsBackground

Prediction

Social ContagionModelsGranovetter’s model

Network version

Groups

Summary

Winning: it’s not foreveryoneSuperstars

Musiclab

References

Frame 43/80

Cascade window for random networks

1 2 3 4 5 6 70

0.2

0.4

0.6

0.8

1

z

⟨ S

0.05 0.1 0.15 0.2 0.250

5

10

15

20

25

30

φ

z

cascades

no cascades

infl

uenc

e

= uniform individual threshold

I ‘Cascade window’ widens as threshold φ decreases.I Lower thresholds enable spreading.

Contagion

Introduction

Simple DiseaseSpreading ModelsBackground

Prediction

Social ContagionModelsGranovetter’s model

Network version

Groups

Summary

Winning: it’s not foreveryoneSuperstars

Musiclab

References

Frame 44/80

Cascade window for random networks

Page 11: Contagion - Complex Networks, SFI Summer School, June, 2010 · 2010-06-07 · Contagion Introduction Simple Disease Spreading Models Background Prediction Social Contagion Models

Contagion

Introduction

Simple DiseaseSpreading ModelsBackground

Prediction

Social ContagionModelsGranovetter’s model

Network version

Groups

Summary

Winning: it’s not foreveryoneSuperstars

Musiclab

References

Frame 45/80

Analytic work

I Threshold model completely solved (by 2008):I Cascade condition: [22]

∞∑k=1

k(k − 1)βkPk/z ≥ 1.

where βk = probability a degree k node is vulnerable.I Final size of spread figured out by Gleeson and

Calahane [9, 8].I Solution involves finding fixed points of an iterative

map of the interval.I Spreading takes off: expansionI Spreading reaches a particular node: contraction

Contagion

Introduction

Simple DiseaseSpreading ModelsBackground

Prediction

Social ContagionModelsGranovetter’s model

Network version

Groups

Summary

Winning: it’s not foreveryoneSuperstars

Musiclab

References

Frame 46/80

Expected size of spread

i

ϕ = 1/3

t=4= active at t=0

= active at t=1

= active at t=2

= active at t=3

= active at t=4

Contagion

Introduction

Simple DiseaseSpreading ModelsBackground

Prediction

Social ContagionModelsGranovetter’s model

Network version

Groups

Summary

Winning: it’s not foreveryoneSuperstars

Musiclab

References

Frame 47/80

Early adopters—degree distributions

t = 0 t = 1 t = 2 t = 3

0 5 10 15 200

0.05

0.1

0.15

0.2

t = 0

0 5 10 15 200

0.2

0.4

0.6

0.8

t = 1

0 5 10 15 200

0.2

0.4

0.6

0.8

t = 2

0 5 10 15 200

0.2

0.4

0.6

0.8

t = 3

t = 4 t = 6 t = 8 t = 10

0 5 10 15 200

0.1

0.2

0.3

0.4

0.5

t = 4

0 5 10 15 200

0.1

0.2

0.3

0.4

0.5

t = 6

0 5 10 15 200

0.1

0.2

0.3

0.4

t = 8

0 5 10 15 200

0.1

0.2

0.3

0.4

t = 10

t = 12 t = 14 t = 16 t = 18

0 5 10 15 200

0.05

0.1

0.15

0.2

t = 12

0 5 10 15 200

0.05

0.1

0.15

0.2

t = 14

0 5 10 15 200

0.05

0.1

0.15

0.2

t = 16

0 5 10 15 200

0.05

0.1

0.15

0.2

t = 18

Pk ,t versus k

Contagion

Introduction

Simple DiseaseSpreading ModelsBackground

Prediction

Social ContagionModelsGranovetter’s model

Network version

Groups

Summary

Winning: it’s not foreveryoneSuperstars

Musiclab

References

Frame 49/80

The power of groups...

despair.com

“A few harmless flakesworking together canunleash an avalancheof destruction.”

Page 12: Contagion - Complex Networks, SFI Summer School, June, 2010 · 2010-06-07 · Contagion Introduction Simple Disease Spreading Models Background Prediction Social Contagion Models

Contagion

Introduction

Simple DiseaseSpreading ModelsBackground

Prediction

Social ContagionModelsGranovetter’s model

Network version

Groups

Summary

Winning: it’s not foreveryoneSuperstars

Musiclab

References

Frame 50/80

Group structure—Ramified random networks

p = intergroup connection probabilityq = intragroup connection probability.

Contagion

Introduction

Simple DiseaseSpreading ModelsBackground

Prediction

Social ContagionModelsGranovetter’s model

Network version

Groups

Summary

Winning: it’s not foreveryoneSuperstars

Musiclab

References

Frame 51/80

Generalized affiliation model

100

eca b d

geography occupation age

0

(Blau & Schwartz, Simmel, Breiger)

Contagion

Introduction

Simple DiseaseSpreading ModelsBackground

Prediction

Social ContagionModelsGranovetter’s model

Network version

Groups

Summary

Winning: it’s not foreveryoneSuperstars

Musiclab

References

Frame 52/80

Cascade windows for group-based networks

Gen

eral

ized

Affili

atio

n

A

Gro

up n

etwo

rks

Single seed Coherent group seed

Mod

el n

etwo

rks

Random set seed

Rand

om

F

C

D E

B

Contagion

Introduction

Simple DiseaseSpreading ModelsBackground

Prediction

Social ContagionModelsGranovetter’s model

Network version

Groups

Summary

Winning: it’s not foreveryoneSuperstars

Musiclab

References

Frame 53/80

Assortativity in group-based networks

0 5 10 15 200

0.2

0.4

0.6

0.8

k

0 4 8 120

0.5

1

k

AverageCascade size

Local influence

Degree distributionfor initially infected node

I The most connected nodes aren’t always the most‘influential.’

I Degree assortativity is the reason.

Page 13: Contagion - Complex Networks, SFI Summer School, June, 2010 · 2010-06-07 · Contagion Introduction Simple Disease Spreading Models Background Prediction Social Contagion Models

Contagion

Introduction

Simple DiseaseSpreading ModelsBackground

Prediction

Social ContagionModelsGranovetter’s model

Network version

Groups

Summary

Winning: it’s not foreveryoneSuperstars

Musiclab

References

Frame 55/80

Social contagion

Summary:

I ‘Influential vulnerables’ are key to spread.I Early adopters are mostly vulnerables.I Vulnerable nodes important but not necessary.I Groups may greatly facilitate spread.I Extreme/unexpected cascades may occur in highly

connected networksI Many potential ‘influentials’ exist.I Average individuals may be more influential

system-wise than locally influential individuals.I ‘Influentials’ are posterior constructs.

Contagion

Introduction

Simple DiseaseSpreading ModelsBackground

Prediction

Social ContagionModelsGranovetter’s model

Network version

Groups

Summary

Winning: it’s not foreveryoneSuperstars

Musiclab

References

Frame 56/80

Social contagion

Implications:

I Focus on the influential vulnerables.I Create entities that many individuals ‘out in the wild’

will adopt and display rather than broadcast from afew ‘influentials.’

I Displaying can be passive = free (yo-yo’s, fashion),or active = harder to achieve (political messages).

I Accept that movement of entities will be out oforiginator’s control.

I Possibly only simple ideas can spread byword-of-mouth.

(Idea of opinion leaders has spread well...)

Contagion

Introduction

Simple DiseaseSpreading ModelsBackground

Prediction

Social ContagionModelsGranovetter’s model

Network version

Groups

Summary

Winning: it’s not foreveryoneSuperstars

Musiclab

References

Frame 57/80

Social Contagion

Messing with social connections:

I Ads based on message content(e.g., Google and email)

I Buzz mediaI Facebook’s advertising (Beacon)

Arguably not always a good idea...

Contagion

Introduction

Simple DiseaseSpreading ModelsBackground

Prediction

Social ContagionModelsGranovetter’s model

Network version

Groups

Summary

Winning: it’s not foreveryoneSuperstars

Musiclab

References

Frame 58/80

The collective...

despair.com

“Never Underestimatethe Power of StupidPeople in LargeGroups.”

Page 14: Contagion - Complex Networks, SFI Summer School, June, 2010 · 2010-06-07 · Contagion Introduction Simple Disease Spreading Models Background Prediction Social Contagion Models

Contagion

Introduction

Simple DiseaseSpreading ModelsBackground

Prediction

Social ContagionModelsGranovetter’s model

Network version

Groups

Summary

Winning: it’s not foreveryoneSuperstars

Musiclab

References

Frame 60/80

Where do superstars come from?

Rosen (1981): “The Economics of Superstars”

Examples:

I Full-time Comedians (≈ 200)I Soloists in Classical MusicI Economic Textbooks (the usual myopic example)

I Highly skewed distributions again...

Contagion

Introduction

Simple DiseaseSpreading ModelsBackground

Prediction

Social ContagionModelsGranovetter’s model

Network version

Groups

Summary

Winning: it’s not foreveryoneSuperstars

Musiclab

References

Frame 61/80

Superstars

Rosen’s theory:

I Individual quality q maps to reward R(q)

I R(q) is ‘convex’ (d2R/dq2 > 0)I Two reasons:

1. Imperfect substitution:A very good surgeon is worth many mediocre ones

2. Technology:Media spreads & technology reduces cost ofreproduction of books, songs, etc.

I No social element—success follows ‘inherent quality’

Contagion

Introduction

Simple DiseaseSpreading ModelsBackground

Prediction

Social ContagionModelsGranovetter’s model

Network version

Groups

Summary

Winning: it’s not foreveryoneSuperstars

Musiclab

References

Frame 62/80

Superstars

Adler (1985): “Stardom and Talent”

I Assumes extreme case of equal ‘inherent quality’I Argues desire for coordination in knowledge and

culture leads to differential successI Success is then purely a social construction

Contagion

Introduction

Simple DiseaseSpreading ModelsBackground

Prediction

Social ContagionModelsGranovetter’s model

Network version

Groups

Summary

Winning: it’s not foreveryoneSuperstars

Musiclab

References

Frame 63/80

Dominance hierarchies

Chase et al. (2002): “Individual differences versus socialdynamics in the formation of animal dominancehierarchies”The aggressive female Metriaclima zebra (�):

Pecking orders for fish...

Page 15: Contagion - Complex Networks, SFI Summer School, June, 2010 · 2010-06-07 · Contagion Introduction Simple Disease Spreading Models Background Prediction Social Contagion Models

Contagion

Introduction

Simple DiseaseSpreading ModelsBackground

Prediction

Social ContagionModelsGranovetter’s model

Network version

Groups

Summary

Winning: it’s not foreveryoneSuperstars

Musiclab

References

Frame 64/80

Dominance hierarchies

I Fish forget—changing of dominance hierarchies:

(one-sided binomial test: n ! 22, P " 0.001 and P " 0.03,respectively). In this light, 27% of the groups with identicalhierarchies is very small.

Discussion. When we rewound the tape of the fish to form newhierarchies, we usually did not get the same hierarchy twice. Thelinearity of the structures persisted and the individuals stayed thesame, but their ranks did not. Thus our results differ considerablyfrom those predicted by the prior attributes hypothesis. The factthat more identical hierarchies occurred than expected by chancealone supports the hypothesis that rank on prior attributesinfluences rank within hierarchies but not the hypothesis that

rank on prior attributes of itself creates the linear structure of thehierarchies. Although 50% of the fish changed ranks from onehierarchy to the other, almost all the hierarchies were linear instructure. Some factor other than differences in attributes seemsto have ensured high rates of linearity. In the next experiment,we tested to determine whether that factor might be socialdynamics.

It might seem possible that ‘‘noise,’’ random fluctuations inindividuals’ attributes or behaviors, could account for the ob-served differences between the first and second hierarchies.However, a careful consideration of the ways in which fluctua-tions might occur shows that this explanation is unlikely. Forexample, what if the differences were assumed to have occurredbecause some of the fish changed their ranks on attributes fromthe first to the second hierarchies? To account for our results,this assumption would require a mixture of stability and insta-bility in attribute ranks at just the right times and in just the rightproportion of groups. The rankings would have had to have beenstable for all the fish in all the groups for the day or two it tookthem to form their first hierarchies (or we would not have seenstable dominance relationships by our criterion). Then, in three-quarters of the groups (but not in the remaining one-quarter)various numbers of fish would have had to have swapped rankson attributes in the 2-week period of separation so as to haveproduced different second hierarchies. And finally, the rankingson attributes for all the fish in all the groups would have had tohave become stable once more for the day or two it took themto form their second hierarchies.

Alternatively, instead of attribute rank determining domi-nance rank as in the prior attribute model, dominance in pairsof fish might be considered to have been probabilistic, such thatat one meeting one might dominate, but at a second meetingthere was some chance that the other might dominate. Theproblem with this model is that earlier mathematical analysisdemonstrates that in situations in which one of each pair in agroup has even a small chance of dominating the other, theprobability of getting linear hierarchies is quite low (34). Andeven in a more restrictive model in which only pairs of fish thatare close in rank in the first hierarchies have modest probabilitiesof reversing their relationships, such as the level (0.25) weobserved in this experiment, the probability of getting as manylinear hierarchies as we observed is still very low (details areavailable from the authors).

We know of only one other study (47) in which researchersassembled groups to form initial hierarchies, separated theindividuals for a period, and then reassembled them to form asecond hierarchy (but see Guhl, ref. 48, for results in whichgroups had pairwise encounters between assembly and reassem-bly). Unfortunately, their techniques of analysis make it impos-sible to compare results, because they examined correlationsbetween the frequency of aggressive acts directed by individualsin pairs toward one another in the two hierarchies rather thancomparing the ranks of individuals. With these techniques it ispossible to get a positive correlation and thus a ‘‘replication’’ ofan original hierarchy in situations in which several animalsactually change ranks from the first to the second hierarchies.

Table 1. Percentage of groups with different numbers of fishchanging ranks between first and second hierarchies (n ! 22)

No. of fish changing ranks Percentage of groups

0 27.32 36.43 18.24 18.2

Fig. 1. Transition patterns between ranks of fish in the first and secondhierarchies. Frequencies of experimental groups showing each pattern areindicated in parentheses. Open-headed arrows indicate transitions of rank.Solid-headed arrows show dominance relationships in intransitive triads; allthe fish in an intransitive triad share the same rank.

5746 ! www.pnas.org"cgi"doi"10.1073"pnas.082104199 Chase et al.

(one-sided binomial test: n ! 22, P " 0.001 and P " 0.03,respectively). In this light, 27% of the groups with identicalhierarchies is very small.

Discussion. When we rewound the tape of the fish to form newhierarchies, we usually did not get the same hierarchy twice. Thelinearity of the structures persisted and the individuals stayed thesame, but their ranks did not. Thus our results differ considerablyfrom those predicted by the prior attributes hypothesis. The factthat more identical hierarchies occurred than expected by chancealone supports the hypothesis that rank on prior attributesinfluences rank within hierarchies but not the hypothesis that

rank on prior attributes of itself creates the linear structure of thehierarchies. Although 50% of the fish changed ranks from onehierarchy to the other, almost all the hierarchies were linear instructure. Some factor other than differences in attributes seemsto have ensured high rates of linearity. In the next experiment,we tested to determine whether that factor might be socialdynamics.

It might seem possible that ‘‘noise,’’ random fluctuations inindividuals’ attributes or behaviors, could account for the ob-served differences between the first and second hierarchies.However, a careful consideration of the ways in which fluctua-tions might occur shows that this explanation is unlikely. Forexample, what if the differences were assumed to have occurredbecause some of the fish changed their ranks on attributes fromthe first to the second hierarchies? To account for our results,this assumption would require a mixture of stability and insta-bility in attribute ranks at just the right times and in just the rightproportion of groups. The rankings would have had to have beenstable for all the fish in all the groups for the day or two it tookthem to form their first hierarchies (or we would not have seenstable dominance relationships by our criterion). Then, in three-quarters of the groups (but not in the remaining one-quarter)various numbers of fish would have had to have swapped rankson attributes in the 2-week period of separation so as to haveproduced different second hierarchies. And finally, the rankingson attributes for all the fish in all the groups would have had tohave become stable once more for the day or two it took themto form their second hierarchies.

Alternatively, instead of attribute rank determining domi-nance rank as in the prior attribute model, dominance in pairsof fish might be considered to have been probabilistic, such thatat one meeting one might dominate, but at a second meetingthere was some chance that the other might dominate. Theproblem with this model is that earlier mathematical analysisdemonstrates that in situations in which one of each pair in agroup has even a small chance of dominating the other, theprobability of getting linear hierarchies is quite low (34). Andeven in a more restrictive model in which only pairs of fish thatare close in rank in the first hierarchies have modest probabilitiesof reversing their relationships, such as the level (0.25) weobserved in this experiment, the probability of getting as manylinear hierarchies as we observed is still very low (details areavailable from the authors).

We know of only one other study (47) in which researchersassembled groups to form initial hierarchies, separated theindividuals for a period, and then reassembled them to form asecond hierarchy (but see Guhl, ref. 48, for results in whichgroups had pairwise encounters between assembly and reassem-bly). Unfortunately, their techniques of analysis make it impos-sible to compare results, because they examined correlationsbetween the frequency of aggressive acts directed by individualsin pairs toward one another in the two hierarchies rather thancomparing the ranks of individuals. With these techniques it ispossible to get a positive correlation and thus a ‘‘replication’’ ofan original hierarchy in situations in which several animalsactually change ranks from the first to the second hierarchies.

Table 1. Percentage of groups with different numbers of fishchanging ranks between first and second hierarchies (n ! 22)

No. of fish changing ranks Percentage of groups

0 27.32 36.43 18.24 18.2

Fig. 1. Transition patterns between ranks of fish in the first and secondhierarchies. Frequencies of experimental groups showing each pattern areindicated in parentheses. Open-headed arrows indicate transitions of rank.Solid-headed arrows show dominance relationships in intransitive triads; allthe fish in an intransitive triad share the same rank.

5746 ! www.pnas.org"cgi"doi"10.1073"pnas.082104199 Chase et al.

I 22 observations: about 3/4 of the time, hierarchychanged

Contagion

Introduction

Simple DiseaseSpreading ModelsBackground

Prediction

Social ContagionModelsGranovetter’s model

Network version

Groups

Summary

Winning: it’s not foreveryoneSuperstars

Musiclab

References

Frame 66/80

Music Lab Experiment

48 songs30,000 participants

multiple ‘worlds’Inter-world variability

I How probable is the world?I Can we estimate variability?I Superstars dominate but are unpredictable. Why?

Contagion

Introduction

Simple DiseaseSpreading ModelsBackground

Prediction

Social ContagionModelsGranovetter’s model

Network version

Groups

Summary

Winning: it’s not foreveryoneSuperstars

Musiclab

References

Frame 67/80

Music Lab Experiment

Salganik et al. (2006) “An experimental study of inequalityand unpredictability in an artificial cultural market”

Contagion

Introduction

Simple DiseaseSpreading ModelsBackground

Prediction

Social ContagionModelsGranovetter’s model

Network version

Groups

Summary

Winning: it’s not foreveryoneSuperstars

Musiclab

References

Frame 68/80

Music Lab Experiment

Experiment 1 Experiments 2–4

Page 16: Contagion - Complex Networks, SFI Summer School, June, 2010 · 2010-06-07 · Contagion Introduction Simple Disease Spreading Models Background Prediction Social Contagion Models

Contagion

Introduction

Simple DiseaseSpreading ModelsBackground

Prediction

Social ContagionModelsGranovetter’s model

Network version

Groups

Summary

Winning: it’s not foreveryoneSuperstars

Musiclab

References

Frame 69/80

Music Lab Experiment

112243648

1

12

24

36

48

Experiment 1

Rank market share in indep. world

Ran

k m

arke

t sha

re in

influ

ence

wor

lds

112243648

1

12

24

36

48

Experiment 2

Rank market share in indep. worldR

ank

mar

ket s

hare

in in

fluen

ce w

orld

s

I Variability in final rank.

Contagion

Introduction

Simple DiseaseSpreading ModelsBackground

Prediction

Social ContagionModelsGranovetter’s model

Network version

Groups

Summary

Winning: it’s not foreveryoneSuperstars

Musiclab

References

Frame 70/80

Music Lab Experiment

0 0.01 0.02 0.03 0.04 0.050

0.05

0.1

0.15

0.2Experiment 1

Market share in independent world

Mar

ket s

hare

in in

fluen

ce w

orld

s

0 0.01 0.02 0.03 0.04 0.050

0.05

0.1

0.15

0.2Experiment 2

Market share in independent world

Mar

ket s

hare

in in

fluen

ce w

orld

s

I Variability in final number of downloads.

Contagion

Introduction

Simple DiseaseSpreading ModelsBackground

Prediction

Social ContagionModelsGranovetter’s model

Network version

Groups

Summary

Winning: it’s not foreveryoneSuperstars

Musiclab

References

Frame 71/80

Music Lab Experiment

0

0.2

0.4

0.6

Social Influence Indep.

Gin

i coe

ffici

ent G

Experiment 1

Social Influence Indep.

Experiment 2

I Inequality as measured by Gini coefficient:

G =1

(2Ns − 1)

Ns∑i=1

Ns∑j=1

|mi −mj |

Contagion

Introduction

Simple DiseaseSpreading ModelsBackground

Prediction

Social ContagionModelsGranovetter’s model

Network version

Groups

Summary

Winning: it’s not foreveryoneSuperstars

Musiclab

References

Frame 72/80

Music Lab Experiment

0

0.005

0.01

0.015

SocialInfluence

Independent

Unp

redi

ctab

ility

U

Experiment 1

SocialInfluence

Independent

Experiment 2

I Unpredictability

U =1

Ns(Nw

2

) Ns∑i=1

Nw∑j=1

Nw∑k=j+1

|mi,j −mi,k |

Page 17: Contagion - Complex Networks, SFI Summer School, June, 2010 · 2010-06-07 · Contagion Introduction Simple Disease Spreading Models Background Prediction Social Contagion Models

Contagion

Introduction

Simple DiseaseSpreading ModelsBackground

Prediction

Social ContagionModelsGranovetter’s model

Network version

Groups

Summary

Winning: it’s not foreveryoneSuperstars

Musiclab

References

Frame 73/80

Music Lab Experiment

Sensible result:I Stronger social signal leads to greater following and

greater inequality.

Peculiar result:I Stronger social signal leads to greater

unpredictability.

Very peculiar observation:

I The most unequal distributions would suggest thegreatest variation in underlying ‘quality.’

I But success may be due to social constructionthrough following...

Contagion

Introduction

Simple DiseaseSpreading ModelsBackground

Prediction

Social ContagionModelsGranovetter’s model

Network version

Groups

Summary

Winning: it’s not foreveryoneSuperstars

Musiclab

References

Frame 74/80

Music Lab Experiment—Sneakiness

0 400 7520

100

200

300

400

500

Dow

nloa

ds

Exp. 3

Song 1

Song 481200 1600 2000 2400 2800

Exp. 4

Subjects

Song 1

Song 1

Song 1

Song 48

Song 48Song 48

Unchanged worldInverted worlds

0 400 7520

50

100

150

200

250

Dow

nloa

ds

Exp. 3

Song 2

Song 47

1200 1600 2000 2400 2800

Exp. 4

Subjects

Song 2

Song 2Song 2

Song 47

Song 47Song 47

Unchanged worldInverted worlds

I Inversion of download countI The ‘pretend rich’ get richer ...I ... but at a slower rate

Contagion

Introduction

Simple DiseaseSpreading ModelsBackground

Prediction

Social ContagionModelsGranovetter’s model

Network version

Groups

Summary

Winning: it’s not foreveryoneSuperstars

Musiclab

References

Frame 75/80

References I

[1] M. Adler.Stardom and talent.American Economic Review, pages 208–212, 1985.pdf (�)

[2] S. Bikhchandani, D. Hirshleifer, and I. Welch.A theory of fads, fashion, custom, and culturalchange as informational cascades.J. Polit. Econ., 100:992–1026, 1992.

[3] S. Bikhchandani, D. Hirshleifer, and I. Welch.Learning from the behavior of others: Conformity,fads, and informational cascades.J. Econ. Perspect., 12(3):151–170, 1998. pdf (�)

Contagion

Introduction

Simple DiseaseSpreading ModelsBackground

Prediction

Social ContagionModelsGranovetter’s model

Network version

Groups

Summary

Winning: it’s not foreveryoneSuperstars

Musiclab

References

Frame 76/80

References II

[4] J. Carlson and J. Doyle.Highly optimized tolerance: A mechanism for powerlaws in design systems.Phys. Rev. E, 60(2):1412–1427, 1999. pdf (�)

[5] J. Carlson and J. Doyle.Highly optimized tolerance: Robustness and designin complex systems.Phys. Rev. Lett., 84(11):2529–2532, 2000. pdf (�)

[6] I. D. Chase, C. Tovey, D. Spangler-Martin, andM. Manfredonia.Individual differences versus social dynamics in theformation of animal dominance hierarchies.Proc. Natl. Acad. Sci., 99(8):5744–5749, 2002.pdf (�)

Page 18: Contagion - Complex Networks, SFI Summer School, June, 2010 · 2010-06-07 · Contagion Introduction Simple Disease Spreading Models Background Prediction Social Contagion Models

Contagion

Introduction

Simple DiseaseSpreading ModelsBackground

Prediction

Social ContagionModelsGranovetter’s model

Network version

Groups

Summary

Winning: it’s not foreveryoneSuperstars

Musiclab

References

Frame 77/80

References III

[7] M. Gladwell.The Tipping Point.Little, Brown and Company, New York, 2000.

[8] J. P. Gleeson.Cascades on correlated and modular randomnetworks.Phys. Rev. E, 77:046117, 2008. pdf (�)

[9] J. P. Gleeson and D. J. Cahalane.Seed size strongly affects cascades on randomnetworks.Phys. Rev. E, 75:056103, 2007. pdf (�)

[10] M. Granovetter.Threshold models of collective behavior.Am. J. Sociol., 83(6):1420–1443, 1978. pdf (�)

Contagion

Introduction

Simple DiseaseSpreading ModelsBackground

Prediction

Social ContagionModelsGranovetter’s model

Network version

Groups

Summary

Winning: it’s not foreveryoneSuperstars

Musiclab

References

Frame 78/80

References IV

[11] E. Hoffer.The Passionate State of Mind: And Other Aphorisms.Buccaneer Books, 1954.

[12] E. Katz and P. F. Lazarsfeld.Personal Influence.The Free Press, New York, 1955.

[13] T. Kuran.Now out of never: The element of surprise in the easteuropean revolution of 1989.World Politics, 44:7–48, 1991. pdf (�)

[14] T. Kuran.Private Truths, Public Lies: The SocialConsequences of Preference Falsification.Harvard University Press, Cambridge, MA, Reprintedition, 1997.

Contagion

Introduction

Simple DiseaseSpreading ModelsBackground

Prediction

Social ContagionModelsGranovetter’s model

Network version

Groups

Summary

Winning: it’s not foreveryoneSuperstars

Musiclab

References

Frame 79/80

References V

[15] J. D. Murray.Mathematical Biology.Springer, New York, Third edition, 2002.

[16] S. Rosen.The economics of superstars.Am. Econ. Rev., 71:845–858, 1981. pdf (�)

[17] M. J. Salganik, P. S. Dodds, and D. J. Watts.An experimental study of inequality andunpredictability in an artificial cultural market.Science, 311:854–856, 2006. pdf (�)

[18] T. Schelling.Dynamic models of segregation.J. Math. Sociol., 1:143–186, 1971.

Contagion

Introduction

Simple DiseaseSpreading ModelsBackground

Prediction

Social ContagionModelsGranovetter’s model

Network version

Groups

Summary

Winning: it’s not foreveryoneSuperstars

Musiclab

References

Frame 80/80

References VI

[19] T. C. Schelling.Hockey helmets, concealed weapons, and daylightsaving: A study of binary choices with externalities.J. Conflict Resolut., 17:381–428, 1973. pdf (�)

[20] T. C. Schelling.Micromotives and Macrobehavior.Norton, New York, 1978.

[21] D. Sornette.Critical Phenomena in Natural Sciences.Springer-Verlag, Berlin, 2nd edition, 2003.

[22] D. J. Watts.A simple model of global cascades on randomnetworks.Proc. Natl. Acad. Sci., 99(9):5766–5771, 2002.pdf (�)