《自然》[Nature]12年9月13日出版pdf全文

nero1981

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9 _+ A! y  }" M. ?Online social networks are everywhere. They must be influencing the way society is developing, but hard evidence is scarce. For instance, the relative effectiveness of online friendships and face-to-face friendships as drivers of social change is not known. In what may be the largest experiment ever conducted with human subjects, James Fowler and colleagues randomly assigned messages to 61 million Facebook users on Election Day in the United States in 2010, and tracked their behaviour both online and offline, using publicly available records. The results show that the messages influenced the political communication, information-seeking and voting behaviour of millions of people. Social messages had more impact than informational messages and 'weak ties' were much less likely than 'strong ties' to spread behaviour via the social network. Thus online mobilization works primarily through strong-tie networks that may exist offline but have an online representation. Cover: Kelly Krause/Nature
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