可见性和分散注意力如何抑制社会传染
How Visibility and Divided Attention Constrain Social Contagion
摘要：
信息在社交媒体上传播的距离和速度有多远？研究人员最近研究了一些影响在线社交网络中信息传播的因素，包括：信息的新颖性，用户的活动水平，他们关注的人以及他们如何回应朋友的推荐。使用URL作为信息的标记，我们进行了详细的研究，转发，信息传播的Twitter追随者图的主要机制。我们的实证研究探讨了用户如何对传入的刺激作出反应，即，一条来自朋友的推文（消息），并揭示了%转推行为受到几个简单原则的约束。“最小努力原则”与有限注意力相结合在转发行为中起着主导作用。具体来说，我们观察到用户在最明显的时候转发信息，比如当它接近Twitter流的顶部时。此外，我们的测量量化了用户有限的注意力如何在传入的推文中分配，提供了新的证据表明，高度连接的个人不太可能传播任意的推文。我们的研究表明，有限的能力来处理传入的信息约束社会传染，我们得出的结论是，快速衰减的可见性是主要的障碍，网上信息传播。
英文摘要：
How far and how fast does information spread in social media? Researchers have recently examined a number of factors that affect information diffusion in online social networks, including: the novelty of information, users' activity levels, who they pay attention to, and how they respond to friends' recommendations. Using URLs as markers of information, we carry out a detailed study of retweeting, the primary mechanism by which information spreads on the Twitter follower graph. Our empirical study examines how users respond to an incoming stimulus, i.e., a tweet (message) from a friend, and reveals that %retweeting behavior is constrained by a few simple principles. the "principle of least effort" combined with limited attention plays a dominant role in retweeting behavior. Specifically, we observe that users retweet information when it is most visible, such as when it near the top of their Twitter stream. Moreover, our measurements quantify how a user's limited attention is divided among incoming tweets, providing novel evidence that highly connected individuals are less likely to propagate an arbitrary tweet. Our study indicates that the finite ability to process incoming information constrains social contagion, and we conclude that rapid decay of visibility is the primary barrier to information propagation online.
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