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Social network is a main tunnel of rumor spreading. Previous studies are concentrated on a static rumor spreading. The content of the rumor is invariable during the whole spreading process. Indeed, the rumor evolves constantly in its spreading process, which grows shorter, more concise, more easily grasped and told. In an early psychological experiment, researchers found about 70% of details in a rumor were lost in the first 6 mouth-to-mouth transmissions cite{TPR}. Based on the facts, we investigate rumor spreading on social networks, where the content of the rumor is modified by the individuals with a certain probability. In the scenario, they have two choices, to forward or to modify. As a forwarder, an individual disseminates the rumor directly to its neighbors. As a modifier, conversely, an individual revises the rumor before spreading it out. When the rumor spreads on the social networks, for instance, scale-free networks and small-world networks, the majority of individuals actually are infected by the multi-revised version of the rumor, if the modifiers dominate the networks. Our observation indicates that the original rumor may lose its influence in the spreading process. Similarly, a true information may turn to be a rumor as well. Our result suggests the rumor evolution should not be a negligible question, which may provide a better understanding of the generation and destruction of a rumor.
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Spreading processes are ubiquitous in natural and artificial systems. They can be studied via a plethora of models, depending on the specific details of the phenomena under study. Disease contagion and rumor spreading are among the most important of these processes due to their practical relevance. However, despite the similarities between them, current models address both spreading dynamics separately. In this paper, we propose a general information spreading model that is based on discrete time Markov chains. The model includes all the transitions that are plausible for both a disease contagion process and rumor propagation. We show that our model not only covers the traditional spreading schemes, but that it also contains some features relevant in social dynamics, such as apathy, forgetting, and lost/recovering of interest. The model is evaluated analytically to obtain the spreading thresholds and the early time dynamical behavior for the contact and reactive processes in several scenarios. Comparison with Monte Carlo simulations shows that the Markov chain formalism is highly accurate while it excels in computational efficiency. We round off our work by showing how the proposed framework can be applied to the study of spreading processes occurring on social networks.
An increasing number of todays social interactions occurs using online social media as communication channels. Some online social networks have become extremely popular in the last decade. They differ among themselves in the character of the service they provide to online users. For instance, Facebook can be seen mainly as a platform for keeping in touch with close friends and relatives, Twitter is used to propagate and receive news, LinkedIn facilitates the maintenance of professional contacts, Flickr gathers amateurs and professionals of photography, etc. Albeit different, all these online platforms share an ingredient that pervades all their applications. There exists an underlying social network that allows their users to keep in touch with each other and helps to engage them in common activities or interactions leading to a better fulfillment of the services purposes. This is the reason why these platforms share a good number of functionalities, e.g., personal communication channels, broadcasted status updates, easy one-step information sharing, news feeds exposing broadcasted content, etc. As a result, online social networks are an interesting field to study an online social behavior that seems to be generic among the different online services. Since at the bottom of these services lays a network of declared relations and the basic interactions in these platforms tend to be pairwise, a natural methodology for studying these systems is provided by network science. In this chapter we describe some of the results of research studies on the structure, dynamics and social activity in online social networks. We present them in the interdisciplinary context of network science, sociological studies and computer science.
It has recently become possible to record detailed social interactions in large social systems with high resolution. As we study these datasets, human social interactions display patterns that emerge at multiple time scales, from minutes to months. On a fundamental level, understanding of the network dynamics can be used to inform the process of measuring social networks. The details of measurement are of particular importance when considering dynamic processes where minute-to-minute details are important, because collection of physical proximity interactions with high temporal resolution is difficult and expensive. Here, we consider the dynamic network of proximity-interactions between approximately 500 individuals participating in the Copenhagen Networks Study. We show that in order to accurately model spreading processes in the network, the dynamic processes that occur on the order of minutes are essential and must be included in the analysis.
Understanding how and how far information, behaviors, or pathogens spread in social networks is an important problem, having implications for both predicting the size of epidemics, as well as for planning effective interventions. There are, however, two main challenges for inferring spreading paths in real-world networks. One is the practical difficulty of observing a dynamic process on a network, and the other is the typical constraint of only partially observing a network. Using a static, structurally realistic social network as a platform for simulations, we juxtapose three distinct paths: (1) the stochastic path taken by a simulated spreading process from source to target; (2) the topologically shortest path in the fully observed network, and hence the single most likely stochastic path, between the two nodes; and (3) the topologically shortest path in a partially observed network. In a sampled network, how closely does the partially observed shortest path (3) emulate the unobserved spreading path (1)? Although partial observation inflates the length of the shortest path, the stochastic nature of the spreading process also frequently derails the dynamic path from the shortest path. We find that the partially observed shortest path does not necessarily give an inflated estimate of the length of the process path; in fact, partial observation may, counterintuitively, make the path seem shorter than it actually is.
In this Letter, we empirically study the influence of reciprocal links, in order to understand its role in affecting the structure and function of directed social networks. Experimental results on two representative datesets, Sina Weibo and Douban, demonstrate that the reciprocal links indeed play a more important role than non-reciprocal ones in both spreading information and maintaining the network robustness. In particular, the information spreading process can be significantly enhanced by considering the reciprocal effect. In addition, reciprocal links are largely responsible for the connectivity and efficiency of directed networks. This work may shed some light on the in-depth understanding and application of the reciprocal effect in directed online social networks.
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