Beyond Viral (2016)
"The proliferation of social media usage has not resulted in significant social change". Information spreading is key to the formation of collective beliefs, opinions, and attitudes. But incentives play an equally important role. Convincing someone of an idea is one thing. Recruiting them to incur substantial time, effort, and risk toward supporting a cause requires much more.
- Manuel Cebrian is Research Group Leader with the Data61 Unit at the Commonwealth Scientific and Industrial Research Organisation (CSIRO), Australia.
- Iyad Rahwan is an associate professor of Media Arts and Sciences at the Media Lab, Massachusetts Institute of Technology.
- Alex “Sandy” Pentland directs the MIT Connection Science and Human Dynamics labs and previously helped create and direct the MIT Media Lab and the Media Lab Asia in India.