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第1行： − 此词条暂由彩云小译翻译，翻译字数共260，未经人工整理和审校，带来阅读不便，请见谅。 − {{multiple issues| − {{multiple issues| − {多个问题 | − − {{original research|date=April 2011}} − − {{refimprove|date=April 2011}} − − {{expert needed|date=April 2011}} − − }} − − }} − − }} − − '''Complex contagion''' is the phenomenon in [[social network]]s in which multiple sources of exposure to an innovation are required before an individual adopts the change of behavior.<ref name="CENTOLA" /> It differs from simple contagion in that unlike a disease, it may not be possible for the innovation to spread after only one incident of contact with an infected neighbor. The spread of complex contagion across a network of people may depend on many social and economic factors; for instance, how many of one's friends adopt the new idea as well as how many of them cannot influence the individual, as well as their own disposition in embracing change. − 复杂传染是社会网络中的一种现象，在这种社会网络中，一个人在采取行为改变之前，需要有多个接触创新的渠道。和 Macy 指出弱关系和小世界网络都非常有利于传播简单传染。然而，对于复杂的传染，弱关系和小世界可以减缓扩散。+ − + − − − − Centola and Macy suggest four mechanisms of complex contagion. These properties explain the need for multiple exposures in the spread of contagion:+ − 森托拉和梅西提出了四种复杂传染机制。这些特性解释了在传染蔓延过程中需要多重风险敞口的原因:+
无编辑摘要
Complex contagion is the phenomenon in social networks in which multiple sources of exposure to an innovation are required before an individual adopts the change of behavior. Centola and Macy show that the weak ties and small worlds networks are both very good for spreading simple contagions. However, for complex contagions, weak ties and small worlds can slow diffusion.
Complex contagion is the phenomenon in social networks in which multiple sources of exposure to an innovation are required before an individual adopts the change of behavior. Centola and Macy show that the weak ties and small worlds networks are both very good for spreading simple contagions. However, for complex contagions, weak ties and small worlds can slow diffusion.
'''复杂传染 Complex contagion'''是[[社会网络]]中的一种现象，在社会网络中，一个人或一个个体需要受到多种不同的影响，会对自身行为采取改变。<ref name="CENTOLA" /> 不同于疾病的简单传染，邻居单一的一次接触并不会使其成功传染，复杂传染的传播需要人群网络中复杂交错的社会和经济因素。例如，一个人有多少个朋友接受这个新想法，以及这些朋友能不能影响这个人，以及他们自己接受改变的倾向。Centola和Macy表明，弱联系和小世界网络都非常有利于简单传播的传染病。然而，对于复杂传染，弱联系和小世界可以有效减缓扩散。
==传播机制==
==Mechanisms==
These properties explain the need for multiple exposures in the spread of contagion:
Centola和Macy梅西提出了四种复杂传染的机制。这些性质解释了在传染过程中为什么需要多重曝光：
'''''Complex Contagion and the Weakness of Long Ties''''' by [[Damon Centola]] of [[University of Pennsylvania]] and [[Michael Macy]] of [[Cornell University]] found that information and disease spread as “simple contagions”, requiring only one contact for transmission, while behaviors typically spread as “complex contagions”, requiring multiples sources of reinforcement to induce adoption. Centola’s work builds on [[Mark Granovetter|Granovetter’s work]] on the strength of weak ties and threshold models of collective behavior, as well as [[Duncan J. Watts|Duncan Watts]] and [[Steven Strogatz|Steve Strogatz’s]] work on small world networks.<ref>http://science.sciencemag.org/content/329/5996/1194</ref> Centola and Macy show that the weak ties and small worlds networks are both very good for spreading simple contagions. However, for complex contagions, weak ties and small worlds can slow diffusion.
'''''Complex Contagion and the Weakness of Long Ties''''' by [[Damon Centola]] of [[University of Pennsylvania]] and [[Michael Macy]] of [[Cornell University]] found that information and disease spread as “simple contagions”, requiring only one contact for transmission, while behaviors typically spread as “complex contagions”, requiring multiples sources of reinforcement to induce adoption. Centola’s work builds on [[Mark Granovetter|Granovetter’s work]] on the strength of weak ties and threshold models of collective behavior, as well as [[Duncan J. Watts|Duncan Watts]] and [[Steven Strogatz|Steve Strogatz’s]] work on small world networks.<ref>http://science.sciencemag.org/content/329/5996/1194</ref> Centola and Macy show that the weak ties and small worlds networks are both very good for spreading simple contagions. However, for complex contagions, weak ties and small worlds can slow diffusion.