Hidden Brain The Snowball Effect
Apr 6, 2023
Damon Centola, a sociologist at the University of Pennsylvania and author of "Change," delves into the fascinating world of social contagion. He discusses why some ideas and movements, like the Black Lives Matter movement, gain traction while others fail. The conversation reveals the significant role of social networks in amplifying messages and the impact of 'super spreaders' in shaping public perception. Centola shares insights into the dynamics of historical movements and the emotional barriers that affect how complex behaviors spread.
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Claudette Colvin’s Overlooked Protest
- Claudette Colvin, 15, was arrested for bus segregation months before Rosa Parks.
- Her act alone didn't spark the civil rights movement, unlike Parks'.
Simple vs Complex Contagion
- Complex contagions need multiple social confirmations for adoption.
- Simple contagions spread by exposure to just one person, like viral videos.
Strong Ties Fuel Civil Rights Movement
- Civil rights activism spread through strong ties, not weak ties.
- Social reinforcement from clustered friends increased participation risk tolerance.
