Buzz Andersen

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Roland Schatz, a brilliant commercial practitioner of agenda-setting theory, has identified a level of media diffusion below which a message sinks without notice, but above which it quickly rises to public attention. Schatz calls this boundary the awareness threshold, and has estimated the tipping point at 15 percent of diffusion. Scholars have charted a similar trajectory for the adoption of every kind of innovation, including new political beliefs. “Critical mass” occurs at between 10 and 20 percent of adoption—the level at which enough diffusion networks become “infected” by the virus of ...more
The Revolt of the Public and the Crisis of Authority in the New Millennium
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