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Theories for influencer identification in complex networks
In social and biological systems, the structural heterogeneity of interaction
networks gives rise to the emergence of a small set of influential nodes, or
influencers, in a series of dynamical processes. Although much smaller than the
entire network, these influencers were observed to be able to shape the
collective dynamics of large populations in different contexts. As such, the
successful identification of influencers should have profound implications in
various real-world spreading dynamics such as viral marketing, epidemic
outbreaks and cascading failure. In this chapter, we first summarize the
centrality-based approach in finding single influencers in complex networks,
and then discuss the more complicated problem of locating multiple influencers
from a collective point of view. Progress rooted in collective influence
theory, belief-propagation and computer science will be presented. Finally, we
present some applications of influencer identification in diverse real-world
systems, including online social platforms, scientific publication, brain
networks and socioeconomic systems.Comment: 24 pages, 6 figure
Collective dynamics of belief evolution under cognitive coherence and social conformity
Human history has been marked by social instability and conflict, often
driven by the irreconcilability of opposing sets of beliefs, ideologies, and
religious dogmas. The dynamics of belief systems has been studied mainly from
two distinct perspectives, namely how cognitive biases lead to individual
belief rigidity and how social influence leads to social conformity. Here we
propose a unifying framework that connects cognitive and social forces together
in order to study the dynamics of societal belief evolution. Each individual is
endowed with a network of interacting beliefs that evolves through interaction
with other individuals in a social network. The adoption of beliefs is affected
by both internal coherence and social conformity. Our framework explains how
social instabilities can arise in otherwise homogeneous populations, how small
numbers of zealots with highly coherent beliefs can overturn societal
consensus, and how belief rigidity protects fringe groups and cults against
invasion from mainstream beliefs, allowing them to persist and even thrive in
larger societies. Our results suggest that strong consensus may be insufficient
to guarantee social stability, that the cognitive coherence of belief-systems
is vital in determining their ability to spread, and that coherent
belief-systems may pose a serious problem for resolving social polarization,
due to their ability to prevent consensus even under high levels of social
exposure. We therefore argue that the inclusion of cognitive factors into a
social model is crucial in providing a more complete picture of collective
human dynamics
Dynamics of organizational culture: Individual beliefs vs. social conformity
The complex nature of organizational culture challenges our ability to infers
its underlying dynamics from observational studies. Recent computational
studies have adopted a distinct different view, where plausible mechanisms are
proposed to describe a wide range of social phenomena, including the onset and
evolution of organizational culture. In this spirit, this work introduces an
empirically-grounded, agent-based model which relaxes a set of assumptions that
describes past work - (a) omittance of an individual's strive for achieving
cognitive coherence, (b) limited integration of important contextual factors -
by utilizing networks of beliefs and incorporating social rank into the
dynamics. As a result, we illustrate that: (i) an organization may appear to be
increasingly coherent in terms of organizational culture, yet be composed of
individuals with reduced levels of coherence, (ii) the components of social
conformity - peer-pressure and social rank - are influential at different
aggregation levels.Comment: 20 pages, 8 figure
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