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  3. In his book The Tipping Point, Malcolm Gladwell argues that " social epidemics" are driven in large part by the actions of a tin

In his book The Tipping Point, Malcolm Gladwell argues that " social epidemics" are driven in large part by the actions of a tin

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问题     In his book The Tipping Point, Malcolm Gladwell argues that " social epidemics" are driven in large part by the actions of a tiny minority of special individuals, often called influential, who are unusually informed, persuasive, or well-connected. The idea is intuitively compelling, but it doesn’t explain how ideas actually spread.
    The supposed importance of influentials derives from a plausible-sounding but largely untested theory called the "two-step flow of communication" : Information flows from the media to the influentials and from them to everyone else. Marketers have embraced the two-step flow because it suggests that if they can just find and influence the influentials, those select people will do most of the work for them. The theory also seems to explain the sudden and unexpected popularity of certain looks, brands, or neighborhoods. In many such cases, a cursory search for causes finds that some small group of people was wearing, promoting, or developing whatever it is before anyone else paid attention. Anecdotal evidence of this kind fits nicely with the idea that only certain special people can drive trends.
    In their recent work, however, some researchers have come up with the finding that influentials have far less impact on social epidemics than is generally supposed. In fact, they don’t seem to be required at all.
    The researchers’ argument stems from a simple observation about social influence: With the exception of a few celebrities like Oprah Winfrey—whose outsize presence is primarily a function of media, not interpersonal, influence—even the most influential members of a population simply don’ t interact with that many others. Yet it is precisely these non-celebrity influentials who, according to the two-step-flow theory, are supposed to drive social epidemics, by influencing their friends and colleagues directly. For a social epidemic to occur, however, each person so affected must then influence his or her own acquaintances, who must in turn influence theirs, and so on; and just how many others pay attention to each of these people has little to do with the initial influential. If people in the network just two degrees removed from the initial influential prove resistant, for example, the cascade of change won’t propagate very far or affect many people.
    Building on the basic truth about interpersonal influence, the researchers studied the dynamics of social influence by conducting thousands of computer simulations of populations, manipulating a number of variables relating to people’s ability to influence others and their tendency to be influenced. They found that the principal requirement for what is called "global cascades"—the widespread propagation of influence through networks—is the presence not of a few influentials but, rather, of a critical mass of easily influenced people.
选项 A、analyze the consequences of social epidemics.
B、discuss influentials’ function in spreading ideas.
C、exemplify people’ s intuitive response to social epidemics.
D、describe the essential characteristics of influentials.
答案B
解析 本题是目的细节题。文章开头的目的都是引入段落或者文章主旨的。本段主旨是：有个理论认为社会流行趋势是意见领袖驱动的。这就是意见领袖在传播思想上的功能。A项的consequences即“后果”是原文没有提到的新信息；C项中的intuitive和原文中的intuitively compelling仔细对比发现修饰内容根本不同，属于偷换概念选项；D项中的essential characteristics只是对原文中修饰influentials的非限定性定语从句内容的概括，并不是作者引出这本书的目的。
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