The Majority Illusion
MIT Technology Review on the majority illusion:
One of the curious things about social networks is the way that some messages, pictures, or ideas can spread like wildfire while others that seem just as catchy or interesting barely register at all. The content itself cannot be the source of this difference. Instead, there must be some property of the network that changes to allow some ideas to spread but not others.
This is the majority illusion—the local impression that a specific attribute is common when the global truth is entirely different.
And the majority illusion can occur in all of them. “The effect is largest in the political blogs network, where as many as 60%–70% of nodes will have a majority active neighbours, even when only 20% of the nodes are active,” they say. In other words, the majority illusion can be used to trick the population into believing something that is not true.
That’s interesting work that immediately explains a number of interesting phenomena. For a start, it shows how some content can spread globally while other similar content does not—the key is to start with a small number of well-connected early adopters fooling the rest of the network into thinking it is common.
via Noah Brier