Mass media influence spreading in social networks with community structure

  • Candia J
  • Mazzitello K
  • 2


    Mendeley users who have this article in their library.
  • N/A


    Citations of this article.


We study an extension of Axelrod's model for social influence, in which cultural drift is represented as random perturbations, while mass media are introduced by means of an external field. In this scenario, we investigate how the modular structure of social networks affects the propagation of mass media messages across the society. The community structure of social networks is represented by coupled random networks, in which two random graphs are connected by intercommunity links. Considering inhomogeneous mass media fields, we study the conditions for successful message spreading and find a novel phase diagram in the multidimensional parameter space. These findings show that social modularity effects are of paramount importance in order to design successful, cost-effective advertising campaigns.

Author-supplied keywords

  • Computational Physics
  • Physics and Society

Get free article suggestions today

Mendeley saves you time finding and organizing research

Sign up here
Already have an account ?Sign in


  • Julián Candia

  • K.I. Mazzitello

Cite this document

Choose a citation style from the tabs below

Save time finding and organizing research with Mendeley

Sign up for free