Mass Media Influence Spreading in Social Networks with Community Structure

Abstract

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.

21 pages, 9 figures. To appear in JSTAT

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• The Naming Game in Social Networks: Community Formation and Consensus Engineering
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• Effects of Mass Media action on the Axelrod Model with Social Influence
• Spontaneous ordering against an external field in nonequilibrium systems
• The media effect in Axelrod's model explained
• Role of noise and agents' convictions on opinion spreading in a three-state voter-like model
• Mass media destabilizes the cultural homogeneous regime in Axelrod's model
• Mass media and its impact on opinion dynamics of the nonlinear $q$-voter model
• The external field effect on the opinion formation based on the majority rule and the $q$-voter models on the complete graph
• Setting the Agenda: Different strategies of a Mass Media in a model of cultural dissemination
• Outflow Dynamics in Modeling Oligopoly Markets: The Case of the Mobile Telecommunications Market in Poland
• A Fast General-Purpose Clustering Algorithm Based on FPGAs for High-Throughput Data Processing
• Revisiting the effect of external fields in Axelrod's model of social dynamics
• Diffusion of innovations in Axelrod's model
• Nonlinear $q$-voter model involving nonconformity on networks
• Characterization of proton irradiated 3D-DDTC pixel sensor prototypes fabricated at FBK
• Topological aspects of the multi-language phases of the Naming Game on community-based networks
• Influence of periodic external fields in multiagent models with language dynamics