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Second Life data offers window into how trends spread

Do friends wear the same clothes or see the same movies because they have similar tastes, part of the reason they became friends or, once a friendship is established, do individuals influence each other to adopt like behaviors?  Social scientists don't know for sure and are still trying to understand the role social influence plays in the spreading of trends because the real world doesn't keep track of how people acquire new items or preferences.  But the virtual world of "Second Life" does. Researchers from the University of Michigan have tried to use this information to study how "gestures" make their way through this online community. Gestures are code snippets that Second Life avatars must acquire in order to make motions such as dancing, waving or chanting. read more

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