In recent years, popular psychology has seen an increase in interest in the effect of the social network on individual behavior. Jonah Lehrer of The Frontal Cortex psychology blog, notes an interesting example of that phenomenon in this post: It appears that both generosity and obesity spread through social networks. In the generosity experiment specifically, the "pay it forward" attitudes of the children involved seemed to show that kindness is, in fact, a virus (in the sense that it spreads as a contagion would).
That study, though interesting, was a little bare on details. The facts regarding behavior propagation don't really help THAT much unless they can be analyzed and utilized. Sure, being happy makes your friends happy. Great. But to actually harness that information into something useful, you have to know how it works. When will quitting smoking make others quit smoking? Why do certain people resist the wave of generosity? The answers to these questions will yield usable knowledge for everyone from the individual to charitable and public health organizations, all the way to government entities. But what are the trends, and how is that information obtained? It seems as though the psychologists are at a loss to explain the principles behind behavioral propagation within social networks. This is where an otherwise completely obscure field of study comes in. As part of the 20th Century's linguistics explosion, the study of the interface between sociology and linguistics, sociolinguistics, focuses in part on describing the principles by which language change is propagated. Language was known to be viral before other behaviors, it appears. Interesting parallels might be discovered by comparing these behavioral propagations to linguistic ones. For example, Peter Trudgill noticed in 1974 that urban centers tended to influence each other's speech like celestial bodies do. The more massive (populated) an area was, and the closer it was to another population, the more likely it was to affect its speech. (This may also account for musical subgenres occurring by geographical location, e.g. East Coast / West Coast rap.) There are literally tons (depending on the weight of the paper used, of course) of sociolinguistic papers that contain principles that can be applied to behavioral propagation. Psychologists: go wild.In recent years, the word "narrative" has taken on special meaning in the American military sphere, specifically in the Strategic Communication world, and even more specifically in the anti-terrorism activities we are currently engaged in. I will not go into great detail as to what it means, as this article has done a much better job. As an overview, a narrative is cohesive content that explains events for which facts are unattainable. In previous posts, I have explored the limitations of humanity's access to fact, and its ability to recall and utilize it, so the ability to produce, transmit, receive, and store narratives is essential to the human experience: it's what gives that experience cohesion. Narratives do not have to be uniform for all equal sets of sensory input. Let's take this example: There are two cars pulled off to the side of the freeway. One is a truck, one is a red sports car. There is a man in jeans and a t-shirt changing a tire on the sports car, and a woman in business attire talking frantically on a cellphone. One person passing the scene might think that the woman's car was the one in distress, and that the man pulled off the freeway in a truck to assist her. Another might think it is the man's car that was in distress, that the woman pulled off to see what she could do, and was calling for assistance on the man's behalf. Both narratives explain the data. But they are different.
Narratives come in much larger sizes than this, of course. Religion (and irreligion) is essentially a narrative. A number of national histories and identities are narratives, or at least based in narratives. These larger narratives tend to be self-reinforcing, because of the human tendency to reject data that doesn't fit into an existing worldview, as seen here (I will link to this article till the end of time, folks. It's so good.) Currently in America there are a number of political narratives that influence the way we process national and world events. A shift has been occurring regarding these narratives over the last few decades, though. It's not a shift in what the narratives say, as much as a shift in how they are used. In general, narratives, like any content pieces, are viral. Information is passed almost involuntarily between humans for reasons that are still somewhat obscure, and that political narrative, in the past, worked quite a bit like any other viral content. Parties worked on policy and public relations, attempting to sway independents and those who weren't dogmatically partisan. The vote was disposable, being purchased with promises of cooperation and wise policy. Over the course of the years, the narratives associated with the parties began, in a small part, to shape the partisans' cultures, and the country began to divide itself out, in what journalist Bill Bishop calls "The Big Sort" (Please, I beg of you, find a copy of his book by the same name and read it. Now.) Seeing the country separate ideologically and physically, the parties began to dabble in a new strategy to ensure votes: shoring up the base. The idea here is that, while hope for wise policy is a good incentive to vote, fear of poor policy is also a great motivator. Instead of courting those who had not decided which candidate they preferred, an appropriate party narrative was selected (all parties, including third parties, have multiple narratives, whether they call them that or not) and propagated to a targeted audience. Whether this was purposeful and planned or not, I don't know. The tactic seemed not to turn Lefties to Righties, Righties to Lefties, or undecideds to either side, but to galvanize people who already leaned to one side, increasing voter turnout from existing party members. This was total ideological war. Apparently, it has been working well for the parties. The problem is that of desensitization. What was at one point considered a bit too "over the edge" is now an acceptable thing to say, and the narratives that are most commonly believed are increasingly accusative of opposing sides. Like the junkie that needs more and more to get a fix, the parties need fierier and fierier rhetoric to stir the base. It is my opinion that there is no way to predict how this war of the worldviews will end, but it does not look pretty for the country. Let me be clear: both major parties and many minor parties are deeply involved, and good governance is being left to the side because of it. My friends, we are all smarter than this. Let's cast off the ignorance being thrust upon us in the name of patriotism. True patriots defend each other's ability to have differing opinions.PS: Of course, I already know this is my own personal narrative. It's unavoidable!
or, "An Augmented Reality Is Now a Necessity to Be Free"
"Conversations aren't contests!"
(Note: much of this material comes from Nils Bergeson's blog and the Center Movement page.)