Mass Media Influence Spreading in Social Networks with Community Structure

Details Mass Media Influence Spreading in Social Networks with Community Structure Mass Media Influence Spreading in Social Networks with Community Structure

2008-06-10

arxiv.org/abs/0806.1762v1

J. Stat. Mech. (2008) P07007

Physics

Physics and Society

21 pages, 9 figures. To appear in JSTAT

Scientific paper

10.1088/1742-5468/2008/07/P07007

We study an extension of Axelrod's model for social influence, in which cultural drift is represented as random perturbations, while mass media are introduced by means of an external field. In this scenario, we investigate how the modular structure of social networks affects the propagation of mass media messages across the society. The community structure of social networks is represented by coupled random networks, in which two random graphs are connected by intercommunity links. Considering inhomogeneous mass media fields, we study the conditions for successful message spreading and find a novel phase diagram in the multidimensional parameter space. These findings show that social modularity effects are of paramount importance in order to design successful, cost-effective advertising campaigns.

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