Damon Centola

Damon Centola, a Professor at the University of Pennsylvania and author of "Change: How to Make Big Things Happen," discusses the intricacies of social change. He reveals how social networks shape our responses to new ideas far more than mere viral contagion. Centola shares fascinating insights on collective action, emphasizing the importance of grassroots movements from the civil rights era to Black Lives Matter. He also explores how redundancy in connections can lead to effective behavior change, reshaping our understanding of innovation spread in the digital age.

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.

Why do some companies become household names, while others flame out? How do certain memes go viral? And why do some social movements take off and spread, while others fizzle? Today on the show, we talk with sociologist Damon Centola about social contagion, and how it can be harnessed to build a better world.