Statistical methods applied to the study of opinion formation models: a brief overview and results of a numerical study of a model based on the social impact theory

The aim of this paper is twofold. On the one hand we present a brief overview on the application of statistical physics methods to the modelling of social phenomena focusing our attention on models for opinion formation. On the other hand, we discuss and present original results of a model for opinion formation based on the social impact theory developed by Latane. The presented model accounts for the interaction among the members of a social group under the competitive influence of a strong leader and the mass media, both supporting two different states of opinion. Extensive simulations of the model are presented, showing that they led to the observation of a rich scenery of complex behaviour including, among others, critical behaviour and phase transitions between a state of opinion dominated by the leader and another dominated by the mass media. The occurrence of interesting finite-size effects reveals that, in small communities, the opinion of the leader may prevail over that of the mass media. This observation is relevant for the understanding of social phenomena involving a finite number of individuals, in contrast to actual physical phase transitions that take place in the thermodynamic limit. Finally, we give a brief outlook of open questions and lines for future work.