In fact, why some online content such as video or slogans become widely popular whereas other similar content, , remains in the shadows is often the subject of heated discussions. Some concepts, often minor, travel the world and turn into a real communications pandemic that we can hardly comprehend. What does a video of Beyoncè seen by millions or a tweet about the new iphone read by millions,, have in common?

 

Experts say there are certainly common denominators in these dissemination phenomena, such as the type of content, though often the quality of the shared content does not justify its popularity. The underlying mechanism may seem random as it is subjected to many factors, including individual preferences, exposure on search engines, and the presence of other equally popular content, etc..

Altman will explain how the forces that drive the popularity of content is derived from multiple interests: for example, some companies try to make sure that their product is seen by as many users as possible through the network, but competitors may try to hinder the diffusion phenomenon through other mechanisms. Search engines can also favor the ranking of some content that they have received a financial reward for, thus causing amplifications and distortions compared to what one might obtain through simple individual preference.

Given the impact that exposure to various kinds of content has on our daily lives, the study of this issue has a deep relevance at many levels: social, economic and, last but not least, political. In the U.S., for example, the investment that was made to understand the potential popularity of slogans like "Yes We Can," used by Obama, is now considered a fact of modern political campaigns.

In any case, the popularity of some content stems from a sort of competition and cooperation that sets off a ripple effect on the apparently uncontrollable patterns and mechanisms for publication on the Internet.

Professor Altman will explain through game theory how competition among content is generated and how through a thorough understanding of the dynamics involved we can better invest more resources, for example in an advertising campaign, according to the potential popularity of one type of content rather than another.