Recruitment to elective cults : network structure and ecology

Abstract

During the first and second centuries of the Common Era the Christ cult spread from rural Palestine to the large cities of the Empire. This article draws insights from social network theory and from epidemiology, arguing that the Christ cult was not a simple contagion, spread by simple contact, but a ‘complex contagion’ that required persuasion, especially because adherence to the Christ cult entailed potential social costs and demanded high signalling costs.