01474nas a2200145   4500008004100000245007600041210006900117260001300186520098100199100001901180700002101199700002001220700002101240856006701261       2017                        eng d00aInformation diffusion in complex networks: The active/passive conundrum0 aInformation diffusion in complex networks The activepassive conu  bSpringer3 aIdeas, information, viruses: all of them, with their mechanisms, can spread over the complex social tissues described by our interpersonal relations. Classical spreading models can agnostically from the object of which they simulate the diffusion, thus considering spreading of virus, ideas and innovations alike. Indeed, such simplification makes easier to define a standard set of tools that can be applied to heterogeneous contexts; however, it can also lead to biased, partial, simulation outcomes. In this work we discuss the concepts of active and passive diffusion: moving from analysis of a well-known passive model, the Threshold one, we introduce two novel approaches whose aim is to provide active and mixed schemas applicable in the context of innovations/ideas diffusion simulation. Our data-driven analysis shows how, in such context, the adoption of exclusively passive/active models leads to conflicting results, thus highlighting the need of mixed approaches.1 aMilli, Letizia1 aRossetti, Giulio1 aPedreschi, Dino1 aGiannotti, Fosca  uhttps://link.springer.com/chapter/10.1007/978-3-319-72150-7_25