Dissemination of information in society - what models are there?

Question

Counts

I would like a systematic mathematical view of the dissemination of information in society.
From one to one. From one to many. Rumors. Waves. Attenuation coefficient. Clusters.
I have a vague feeling that I know nothing and that there is such a field of knowledge.
How and where to dig?

Answer 1

The Wisdom and/or Madness of the Crowds is an interactive intuitive introduction to the topic.

Answer 2

And just take it, conduct a full-scale experiment.
1. Arrange the number of light bulbs on the plane.
2. Connect these points in the form of a certain cyclic graph, so that each point has from 0 to 1000-5000 connections with other light bulbs. The distribution of such a number of such links must be searched separately, but I think Google knows.
3. Determine the approximate probability that when a signal from one bulb reaches another, it lights up (i.e., transmitting light to other bulbs through connections). Google knows the specific probability.
4. Well, then run the "viral video", and see how many generations (and what is the distribution) all the lights will light up.