Criticisms
Although the 'influencer model' has been criticised on the grounds that it is not always possible to trace back an effect to an 'opinion leader system', the Viral Change approach is resilient and very effective because it relies upon multiple mechanism of 'infection'. Once the initial spread of change has started via the chosen activists or champions, Viral Change spreads to social tipping points by the simple existence of a ‘critical mass’ to be copied, not necessarily the individual champion anymore. Viral Change as a pragmatic approach asserts that when new routines have been established (changes embedded) it may not be possible to trace back all the influence mechanisms one by one. Far from being a weakness, Viral Change states that this is a sign of success because it proves that the new routines have been spread by several types of agents, originally triggered by the small number of champions.
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Famous quotes containing the word criticisms:
“I have no concern with any economic criticisms of the communist system; I cannot enquire into whether the abolition of private property is expedient or advantageous. But I am able to recognize that the psychological premises on which the system is based are an untenable illusion. In abolishing private property we deprive the human love of aggression of one of its instruments ... but we have in no way altered the differences in power and influence which are misused by aggressiveness.”
—Sigmund Freud (1856–1939)
“The sway of alcohol over mankind is unquestionably due to its power to stimulate the mystical faculties of human nature, usually crushed to earth by the cold facts and dry criticisms of the sober hour. Sobriety diminishes, discriminates, and says no; drunkenness expands, unites, and says yes.”
—William James (1842–1910)