Complex Contagions and the Weakness of Long Ties1

  title={Complex Contagions and the Weakness of Long Ties1},
  author={Damon Centola and M. Macy},
  journal={American Journal of Sociology},
  pages={702 - 734}
  • Damon Centola, M. Macy
  • Published 2007
  • Sociology
  • American Journal of Sociology
  • The strength of weak ties is that they tend to be long—they connect socially distant locations, allowing information to diffuse rapidly. The authors test whether this “strength of weak ties” generalizes from simple to complex contagions. Complex contagions require social affirmation from multiple sources. Examples include the spread of high‐risk social movements, avant garde fashions, and unproven technologies. Results show that as adoption thresholds increase, long ties can impede diffusion… CONTINUE READING
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