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首页> 外文期刊>Physical Review X >Evolution of the Digital Society Reveals Balance between Viral and Mass Media Influence
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Evolution of the Digital Society Reveals Balance between Viral and Mass Media Influence

机译：数字社会的演变揭示了病毒和大众媒体影响之间的平衡

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Online social networks (OSNs) enable researchers to study the social universe at a previously unattainable scale. The worldwide impact and the necessity to sustain the rapid growth of OSNs emphasize the importance of unraveling the laws governing their evolution. Empirical results show that, unlike many real-world growing networked systems, OSNs follow an intricate path that includes a dynamical percolation transition. In light of these results, we present a quantitative two-parameter model that reproduces the entire topological evolution of a quasi-isolated OSN with unprecedented precision from the birth of the network. This allows us to precisely gauge the fundamental macroscopic and microscopic mechanisms involved. Our findings suggest that the coupling between the real preexisting underlying social structure, a viral spreading mechanism, and mass media influence govern the evolution of OSNs. The empirical validation of our model, on a macroscopic scale, reveals that virality is 4–5 times stronger than mass media influence and, on a microscopic scale, individuals have a higher subscription probability if invited by weaker social contacts, in agreement with the “strength of weak ties” paradigm.
机译：在线社交网络（OSNS）使研究人员能够以以前无法实现的规模研究社交宇宙。全世界的影响和维持奥斯快速增长的必要性强调了解开其演变的法律的重要性。实证结果表明，与许多真实世界的广泛网络系统不同，OSNS遵循包含动态渗透转换的复杂路径。鉴于这些结果，我们介绍了一种定量的两参数模型，可从网络诞生中使用前所未有的精度来再现准分离的OSN的整个拓扑演变。这使我们能够精确地衡量所涉及的基本宏观和微观机制。我们的研究结果表明，真正预先存在的潜在社会结构，病毒传播机制和大众媒体影响之间的耦合治理了OSN的演变。我们模型的经验验证，在宏观规模上表明，比大众媒体影响力强度为4-5倍，并且在微观规模上，如果受到较弱的社会联系人，与“弱领带的力量“范式。

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