Julián Candia and Karina I Mazzitello J. Stat. Mech. (2008) P07007 doi:10.1088/1742-5468/2008/07/P07007
Julián Candia1 and Karina I Mazzitello2
Show affiliationsWe 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 a 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 for designing successful, cost-effective advertising campaigns.
E-print Number: 0806.1762
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89.65.-s Social and economic systems
89.75.Hc Networks and genealogical trees
02.10.Ox Combinatorics; graph theory
89.75.Fb Structures and organization in complex systems
05.40.-a Fluctuation phenomena, random processes, noise, and Brownian motion
82C41 Dynamics of random walks, random surfaces, lattice animals, etc. (See also 60G50)
Issue 07 (July 2008)
Received 15 March 2008, accepted for publication 11 June 2008
Published 8 July 2008
Julián Candia and Karina I Mazzitello J. Stat. Mech. (2008) P07007
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