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Updated: Apr 12, 2026

Measuring Neural and Behavioral Activity During Ongoing Computerized Social Interactions: An Examination of Event-Related Brain Potentials

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Un experimento de 61 millones de personas en influencia social y movilización política

Robert M Bond¹, Christopher J Fariss, Jason J Jones

¹Political Science Department, University of California, San Diego, La Jolla, California 92093, USA.

|September 14, 2012

Resumen

Las redes sociales en línea pueden influir en el comportamiento del mundo real, como votar. Este estudio encontró que los mensajes políticos en Facebook se propagan a amigos y amigos de amigos, lo que demuestra la influencia social en las redes digitales.

Área de la Ciencia:

Análisis de redes sociales análisis de redes sociales.
Ciencias políticas Ciencias políticas.
Las ciencias sociales computacionales.

Sus antecedentes:

El comportamiento humano tradicionalmente se propaga a través de las interacciones cara a cara.
La identificación de la influencia social en los estudios observacionales es un reto.
La eficacia de las redes sociales en línea en la propagación del comportamiento sigue sin estar clara.

Objetivo del estudio:

Para investigar la influencia social en las redes en línea.
Para determinar si las plataformas en línea pueden movilizar el comportamiento del mundo real.
Para cuantificar la propagación del comportamiento a través de las redes sociales.

Principales métodos:

Ensayos controlados aleatorios en los que participaron 61 millones de usuarios de Facebook.
Entrega de mensajes de movilización política durante las elecciones al Congreso de los Estados Unidos.
Análisis de los efectos directos e indirectos en el comportamiento del usuario.

Principales resultados:

Los mensajes influyeron directamente en la autoexpresión política, la búsqueda de información y el voto.
Influencia extendida a amigos y amigos de amigos.
El efecto de la transmisión social en la votación superó el impacto del mensaje directo.
El comportamiento se propaga principalmente a través de amigos cercanos, lo que sugiere que los lazos fuera de línea son clave.

Conclusiones:

Las redes sociales en línea pueden difundir efectivamente el comportamiento, incluidas las acciones del mundo real como votar.
La transmisión social, particularmente a través de lazos fuertes, juega un papel crucial en la difusión del comportamiento.
Los hallazgos destacan el poder de las plataformas digitales para la movilización e influencia social.

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