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UNDARK: On the Spread of Behavior: Five Questions for Damon Centola

Suppose you have an idea that you hope will influence a large group of people. It might be something to improve their health or encourage them to vote for a political party. How do you spread that idea widely and quickly? You might think social media would be far more effective than word of mouth. But it’s generally not that straightforward, according to Damon Centola, the author of ‘How Behavior Spreads: The Science of Complex Contagions.’ He argues that so-called strong ties, which tend to be with family members, close friends, and coworkers are generally more powerful in changing behavior than weak ties — long-distance connections formed on social media or with acquaintances or friends of friends, though weak ties work well enough for spreading simple ideas and gossip.” Read more at UNDARK

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