Annenberg School for Communication

Study finds surprising source of social influence

A new study co-authored by ASC’s Damon Centola finds that as prominent and revered as social influencers seem to be, they are unlikely to change a person’s behavior by example, and might actually be detrimental to the cause.

From Annenberg School for Communication

In the News

The New York Times

How to get things done when you don’t want to do anything

Damon Centola of the Annenberg School for Communication authored a 2016 study that found competition can motivate behavioral change.


Fast Company

Want to go viral? Influencers won’t be much help if you’re trying to spread a complex idea

Damon Centola of the Annenberg School for Communication spoke about findings from his recent study showing that social influencers may be ineffective when it comes to changing people’s beliefs and behaviors. Rather, he said, “every network has a hidden social cluster in the outer edges that is perfectly poised to increase the spread of a new idea by several hundred percent.”


The New York Times

Trust in health agencies and Fauci remains strong, a poll finds, but personal doctors score higher

A survey from the Annenberg Public Policy Center found that the vast majority of adults polled were confident in the trustworthiness of COVID-19 information from the CDC, the FDA, primary care providers, and Anthony Fauci.



Conservative media diets tied to distrust in health officials

Kathleen Hall Jamieson of the Annenberg Public Policy Center spoke about the politicization of public health information on COVID-19 in the U.S. "When you begin to reduce trust in experts and agencies telling you that vaccines are safe, you're creating all kinds of susceptibilities that can be exploited for partisan gain," she said.



More retailers are using AI. What does this mean for privacy?

Joseph Turow of the Annenberg School for Communication weighed in on how machine learning and automation are shaping the job market and consumer privacy.