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From spark to inferno: New model inspired by forest fires could explain why some ideas go viral
 When a rumor or a fad becomes popular, the quality of the fad itself changes because more people are doing it, which helps spread it further, according to a new model. Image: depositphotos.com
From conspiracy theories to new fashion trends, some online ideas explode in hours—capturing attention and shaping discourse—while others hardly gain attention. What makes some ideas go viral while others fizzle out? A recent study in Physical Review Letters sheds new light on this question. Researchers from the University of Vermont and the Santa Fe Institute devised a model that treats a piece of information not as static and unchanged as it spreads, but one that gains or loses strength in the course of propagation, much like a forest fire. Unlike traditional models which treat a joke, idea, or even a virus as fixed while it is circulating, this new model shows that the ability of an idea to shift in intensity during transmission is what can lead to the viral patterns seen online.
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