A lot of attention has been lavished on ideas “going viral,” but this may not be the only way that ideas spread, according to an article published in PNAS last week. With some extensive theoretical work in game theory, two researchers have shown that trendy changes don’t spread quickly just because they gain exposure to a high number of people. Instead, the spread of innovations may work more like a game where players are gauging whether to adopt something new based on what others immediately surrounding them do. The popularity growth of things like websites or gadgets is often described as being similar to an epidemic: a network with a lot of connections between people increases exposure and then adoption, as do links stretching between dissimilar groups. When the trend in question spreads to a node with a lot of connections (like a celebrity), its popularity explodes. While this is fitting for some cases, in others it’s an oversimplification—a person’s exposure to a trend doesn’t always guarantee they will adopt it and pass it on. Read the rest of this article… Read the comments on this post