NB. This book was sent to me as a review copy.
The idea of this book is relatively simple, but the consequences are huge, and in fact some of the ideas are far more subtle and complex than they may first appear.
Essentially this book is based on a series of experiments which Damon Centola has run, which are all related to changes in behaviour which can be tracked, and made to occur, through a social network (in the broadest sense of the word). This is the study diffusion in a network.
The fundamentals of the research lie on two distinctions: One in the complexity of a contagion/behaviour, meaning how many connections with others who have the contagion/behaviour do you need until you adopt it, and the other in the topology of the social network, meaning loosely, how much like a street where each person only talks to their neighbours, versus a small world-network where there are a lot of disparate connections does the network look like.…