The Complexity of Complex Contagions

The social networks that prompt people to share cat vidios, are different from the social networks that can get someone out on the street to protest racial injustice. To explain, damon cites an example from twenty 13, when the human rights campaign launched an initiative on face book to build support for same sex marriage. Now, this initiative spread to almost three million face book users in under a week. The signature of this complex contagion was that before people adopted it from one of their neighbors, they waited for more of their neighbors to adopt it.