P.G. Lind, L.R. da Silva, J.S. Andrade jr. and H.J. Herrmann
Europhysics Lett. 78 68005 (2007).
Gossip is defined as a rumor which specifically targets one individual and essentially only propagates within its friendship connections. How fast and how far a gossip can spread is for the first time assessed quantitatively in this study. For that purpose we introduce the "spread factor" and study it on empirical networks of school friendships as well as on various models for social connections. We discover that there exists an ideal number of friendship connections an individual should have to minimize the danger of gossip propagation.