The Contagion Effects of Repeated Activation in Social Networks

TL;DR

This paper introduces a model to analyze how repeated activation in social networks influences contagion dynamics and collective coordination, emphasizing the role of network structure in facilitating large-scale social mobilizations.

Contribution

It presents a novel model for contagion in social networks with recurrent actor engagement, highlighting structural factors that promote large-scale coordination.

Findings

Network structure significantly affects contagion spread.

Repeated activation increases likelihood of large-scale coordination.

Conditions for effective collective mobilization are identified.

Abstract

Demonstrations, protests, riots, and shifts in public opinion respond to the coordinating potential of communication networks. Digital technologies have turned interpersonal networks into massive, pervasive structures that constantly pulsate with information. Here, we propose a model that aims to analyze the contagion dynamics that emerge in networks when repeated activation is allowed, that is, when actors can engage recurrently in a collective effort. We analyze how the structure of communication networks impacts on the ability to coordinate actors, and we identify the conditions under which large-scale coordination is more likely to emerge.