Decision dynamics in complex networks subject to mass media and social contact transmission mechanisms

The dynamics of decisions in complex networks is studied within a Markov process framework using numerical simulations combined with mathematical insight into the process mechanisms. A mathematical discrete-time model is derived based on a set of basic assumptions on the convincing mechanisms associated to two opinions. The model is analyzed with respect to multiplicity of critical points, illustrating in this way the main behavior to be expected in the network. Particular interest is focussed on the effect of social network and exogenous mass media-based influences on the decision behavior. A set of numerical simulation results is provided illustrating how these mechanisms impact the final decision results. The analysis reveals (i) the presence of fixed-point multiplicity (with a maximum of four different fixed points), multistability, and sensitivity with respect to process parameters, and (ii) that mass media have a strong impact on the decision behavior.