Open Access. Powered by Scholars. Published by Universities.®

Mass Communication Commons

Open Access. Powered by Scholars. Published by Universities.®

Communication Technology and New Media

University of Pennsylvania

2010

Articles 1 - 2 of 2

Full-Text Articles in Mass Communication

Creating Contagious: How Social Networks And Item Characteristics Combine To Drive Persistent Social Epidemics, Andrew T. Stephen, Jonah A. Berger Jan 2010

Creating Contagious: How Social Networks And Item Characteristics Combine To Drive Persistent Social Epidemics, Andrew T. Stephen, Jonah A. Berger

Marketing Papers

Why do certain cultural items capture persistent collective interest while others languish? This research integrates psychological and sociological perspectives to provide deeper insight into social epidemics. First, we develop a psychologically plausible individuallevel model of social transmission behavior. We then situate this model in a social network and perform a series of simulations where we vary different item- and networkrelated characteristics in an experimental setting. The results (1) demonstrate how item and network characteristics combine to drive persistent collective enthusiasm and (2) shed light on the underlying mechanisms through which such social epidemics occur. Interest in most items or products ...


Segment-Making And Society-Making Media: What Is A Good Balance?, Joseph Turow Jan 2010

Segment-Making And Society-Making Media: What Is A Good Balance?, Joseph Turow

Departmental Papers (ASC)

From the introduction:

In an increasingly number of societies, it is commonplace to talk about the movement away from a broadly shared media system to a much more fragmented media system. All agree that media organizations still have—and are expanding—the capability to lead a substantial percentage of earth’s humans to focus on particular events or ideas. The Beijing Olympics comes to mind. At the same time, though, most observers note that public electronic media also have the capacity to reach out to smaller and smaller segments of populations. Part of the reason relates to the large number ...