Both in the promotion and in the analysis of public health, the social context is a key issue to consider. Over the last years, social media have revolutionized our social contexts by adding new forms of networking. The network characteristic is a powerful factor contributing to the rapid expansion of social media: beneficial or malignant impacts of networks tend to increase dramatically with the number of network users. For commercial network markets, this dynamic power is known to reinforce the strong players in the market and thus, to lead to highly concentrated markets, e.g. in mobile communication. In the political arena, politicians, parties and voters are carefully observing social media network activities, suspecting these might be used to gain critical mass in political opinion and in turn, political power.
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