Mackay's

Mackay's theory explores how information and ideas spread through social networks and communities. It emphasizes the importance of trust, social influence, and communication channels in shaping opinions and behaviors. Essentially, Mackay suggests that our choices and beliefs are influenced not only by personal reasoning but also by the connections and interactions within our social environment. Understanding these dynamics helps explain phenomena like the rapid adoption of new trends or the dissemination of information—and highlights how social context plays a vital role in shaping individual and collective actions.