Second Life Data Offers Window Into How Trends Spread
Do friends wear the same style of shoe or see the same movies because they have similar tastes, which is why they became friends in the first place? Or once a friendship is established, do individuals influence each other to adopt like behaviors?
Social scientists don’t know for sure. They’re still trying to understand the role social influence plays in the spreading of trends because the real world doesn’t keep track of how people acquire new items or preferences.
But the virtual world Second Life does. Researchers from the University of Michigan have taken advantage of this unique information to study how “gestures” make their way through this online community. Gestures are code snippets that Second Life avatars must acquire in order to make motions such as dancing, waving or chanting. (more…)
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