论复杂网络中采纳过程的双重性
On the dual nature of adoption processes in complex networks
摘要：
社会技术系统中的采纳过程已经被广泛地研究，无论是经验上的还是理论上的。社会规范、行为，甚至书籍、音乐或其他商业或技术产品在人群中传播的方式通常被建模为社会传染过程，在这个过程中，社会系统的代理人可以感染他们在底层社会联系网络上的邻居。最近，各种模型也被提出来再现发现过程的典型动态，在发现过程中，智能体探索想法或项目之间的关系空间以寻找新奇事物。在这两种类型的过程中，底层网络的结构，分别是第一种情况下的社会联系网络和第二种情况下的项目之间的关系网络，起着根本性的作用。然而，这两个过程一直被视为传统和独立的研究。在这里，我们简要概述了现有的社会传播和探索模式，以及这两个方向的最新进展。我们建议将它们视为同一采用过程的两个互补方面：一方面，有些物品在相互影响的个人社交网络中传播，另一方面，个人探索要采用的物品之间的相似性网络。所提出的方法的双重性质为网络和数据科学家的科学界带来了新的挑战。最后，我们概述了一些可能的方向，我们认为可能是相关的，以探讨在未来几年。
英文摘要：
Adoption processes in socio-technological systems have been widely studied both empirically and theoretically. The way in which social norms, behaviors, and even items such as books, music, or other commercial or technological product spread in a population is usually modeled as a process of social contagion, in which the agents of a social system can infect their neighbors on the underlying network of social contacts. More recently, various models have also been proposed to reproduce the typical dynamics of a process of discovery, in which an agent explores a space of relations between ideas or items in search for novelties. In both types of processes, the structure of the underlying networks, respectively, the network of social contacts in the first case, and the network of relations among items in the second one, plays a fundamental role. However, the two processes have been traditionally seen and studied independently. Here, we provide a brief overview of the existing models of social spreading and exploration and of the latest advancements in both directions. We propose to look at them as two complementary aspects of the same adoption process: on the one hand, there are items spreading over a social network of individuals influencing each other, and on the other hand, individuals explore a network of similarities among items to adopt. The two-fold nature of the approach proposed opens up new stimulating challenges for the scientific community of network and data scientists. We conclude by outlining some possible directions that we believe may be relevant to be explored in the coming years.
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