How Behavior Spreads pdf epub mobi txt 電子書下載2025

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Damon Centola is an associate professor in the Annenberg School for Communications and the School of Engineering and Applied Sciences at the University of Pennsylvania, where he is director of the Network Dynamics Group.

出版者:Princeton University Press

作者:Damon Centola

出品人:

頁數:264

译者:

出版時間:2018-6-5

價格:USD 35.00

裝幀:Hardcover

isbn號碼:9780691175317

叢書系列:

圖書標籤:

傳播學
心理學
社會學
社會網絡
社會科學
生物物理
生物學
pup

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A new, counterintuitive theory for how social networks influence the spread of behavior

New social movements, technologies, and public-health initiatives often struggle to take off, yet many diseases disperse rapidly without issue. Can the lessons learned from the viral diffusion of diseases be used to improve the spread of beneficial behaviors and innovations? In How Behavior Spreads, Damon Centola presents over a decade of original research examining how changes in societal behavior--in voting, health, technology, and finance―occur and the ways social networks can be used to influence how they propagate. Centola's startling findings show that the same conditions accelerating the viral expansion of an epidemic unexpectedly inhibit the spread of behaviors.

While it is commonly believed that "weak ties"―long-distance connections linking acquaintances―lead to the quicker spread of behaviors, in fact the exact opposite holds true. Centola demonstrates how the most well-known, intuitive ideas about social networks have caused past diffusion efforts to fail, and how such efforts might succeed in the future. Pioneering the use of Web-based methods to understand how changes in people's social networks alter their behaviors, Centola illustrates the ways in which these insights can be applied to solve countless problems of organizational change, cultural evolution, and social innovation. His findings offer important lessons for public health workers, entrepreneurs, and activists looking to harness networks for social change.

Practical and informative, How Behavior Spreads is a must-read for anyone interested in how the theory of social networks can transform our world.

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这本书比较深入地探究了社群间行为传播（diffusion）的特性，其中一些点值得注意（所有情况都基于复杂传播即complex contagion）： 1. 在复杂传播中弱关系（weak ties）并不总是有用。随着弱关系条数的增加，在随机社交网络（random networks）里弱关系反而让信息及行为的传播...

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