2024年4月27日发(作者：)
百度官方认证店铺：考研资料
2010-1Text3
1-InhisbookTheTippingPoint,MalcolmGladwellarguesthat“socialepidemics”aredriveninlargepart
bytheactingofatinyminorityofspecialindividuals,oftencalledinfluentials,whoareunusuallyinformed,
persuasive,orwell-connected.
Theideaisintuitivelycompelling,butitdoesn'texplainhowideasactuallyspread.
2-Thesupposedimportanceofinfluentialsderivesfromaplausiblesoundingbutlargelyuntestedtheory
calledthe“twostepflowofcommunication”:Informationflowsfromthemediatotheinfluentialsand
fromthemtoeveryoneelse.
Marketershaveembracedthetwo-stepflowbecauseitsuggeststhatiftheycanjustfindandinfluencethe
influentials,thoseselectedpeoplewilldomostoftheworkforthem.
Thetheoryalsoseemstoexplainthesuddenandunexpectedpopularityofcertainlooks,brands,or
neighborhoods.
Inmanysuchcases,acursorysearchforcausesfindsthatsomesmallgroupofpeoplewaswearing,
promoting,ordevelopingwhateveritisbeforeanyoneelsepaidattention.
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