In Sync: How Social Contagion Shapes Our World
Curated, Science-Driven Insights into the Brain.
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Hi, everyone, I hope this newsletter finds you well. Lately, my days have been a whirlwind of work and exciting new projects, all while I try to follow what my wife calls "my latest dietary trend." True, I'm no stranger to the pull of new eating trends—there's something about running mini agile experiments with different foods to see which ones boost cognitive and physical performance, mood etc. that I find irresistible. It's this very susceptibility to influence that steers us to the heart of today’s topic: Social Contagion. Dive in and let's explore together. Enjoy the read!
At a glance:
Mirroring Emotions: Humans naturally emulate each other's actions and emotions, highlighting our inherent connection through shared experiences like laughter and yawning.
Our tendency to follow others traces back to evolutionary survival strategies, now seen in behaviours like energy consumption and market trends, informed by our social environment.
Facebook's 2014 study on emotional contagion revealed that social media could digitally transmit emotional states, emphasising the platform's responsibility (or lack of it!) in content curation for emotional health.
The Unseen Threads of Social Influence “Monkey See, Monkey Do”
“A herd. Once we concede to the herd mentality, we can be controlled and directed by a tiny few. And we are.”
David Icke
A mother unwittingly opening her mouth while feeding her child, even long after they've grown, exemplifies the deeply ingrained habits formed by social contagion. The "Monkey see, monkey do" adage finds its truth in such everyday occurrences.
Body language during a meeting, for instance, has its own tale to tell. Crossing arms or leaning back might prompt others to follow suit. This mimicry isn't just mimicry for the sake of it; it's about bonding and enhancing conversation, a testament to our intrinsic social nature.
When COVID-19 struck, an unseen form of social contagion spread just as swiftly as the virus itself, manifesting in a global wave of panic buying. Fuelled by images of empty shelves and long queues on social media, a collective anxiety rippled through populations worldwide. This led to the frenzied stockpiling of essentials. It was a psychological domino effect; as people observed others buying in bulk, they too succumbed to the fear of scarcity, rushing to secure resources for an uncertain future. The pandemic thus became a stark illustration of how social contagion can trigger a mass response, leaving both the shelves and everyday normality bare.
Researchers have explored the depths of these behaviours, proposing theories that such behaviours might be linked to cognitive biases ingrained through evolution. Historically, following the crowd might have led to water sources or safe havens, a survival tactic now etched into our neural pathways. Modern-day manifestations of this bias can be seen in various societal behaviours, from energy consumption patterns influenced by neighbours' habits to stock market trends driven by collective enthusiasm. Have you ever noticed the little box on websites saying ‘only 3 left’ for whatever thing you’re thinking of buying? that’s to nudge you into buying via the effects of scarcity - it’s like a little voice in your head says ‘if I don’t get one now, they will run out and I’ll miss my chance’, plus if there is only 3 left they must be good!
The Facebook Mood Maze: Manipulating Emotions on a Massive Scale
In 2014, Facebook and Cornell University researchers undertook a study on emotional contagion via social media, manipulating the news feeds of 700,000 users to gauge if emotions could spread online as they do in person. By adjusting algorithms, they monitored how the presence of positive or negative posts affected user behaviour. Results indicated that emotions could spread without direct contact, echoing real-life emotional contagion. Users exposed to happier content tended to post more positively, while the opposite was true for those seeing more negativity. This raised ethical concerns about the influence of social media on emotions and the importance of platforms considering user well-being in content curation.
As social beings, our health and happiness are intertwined with our sociability. It's essential to remember the role of social connections in our well-being, even when we strive for independent thought.
The sum of the parts
Jim Rohn, a leading figure in personal development, believed that we are shaped by the company we keep, famously asserting that we are the average of the five people we spend the most time with, this could be person to person, people in social media, even authors or podcasters. His theory suggests that our closest associations have a significant impact on our behaviour, beliefs, and overall success. By surrounding ourselves with individuals who embody the characteristics we aspire to, we can foster similar qualities in ourselves. Conversely, negative or unmotivated companions might hinder our personal growth.
“By surrounding ourselves with individuals who embody the characteristics we aspire to, we can foster similar qualities in ourselves. Conversely, negative or unmotivated companions might hinder our personal growth.”
Neuro-Hacks: How to Shield Your Brain from Invisible Influences
Avoiding or minimising the impact of unaware social contagion involves being conscious of your environment and reactions to it. Whilst it’s not an easy task, it’s important for our mental well-being and how we shape our future. Here are some strategies:
Mindful Awareness: Practice mindfulness to become more aware of your own thoughts and feelings. This can help you notice when you're being influenced by others and allow you to make more deliberate choices rather than simply following the crowd.
Curate Your Social Circle: Evaluate and consciously choose the people you spend time with. Opt to connect with those who reflect the values and behaviours you aspire to, rather than those who may lead you to adopt negative habits or attitudes. This could include online content, podcasts, books etc.
Selective Media Consumption: Be selective about the media you consume, including social media. Limit exposure to content that may affect your mood or decisions without your awareness. Follow accounts that inspire and educate rather than those that provoke negative emotions or impulsive actions. I stopped watching and reading the news daily many years ago for just these reasons. I didn’t need to see all the bad things from around the world back-to-back every day, our brains simply didn’t evolve to handle such things.
Educational Empowerment: Educate yourself on the principles of social psychology to understand how social influence works. Knowledge is power, and understanding these concepts can help you recognise and resist unwanted social pressures.
Critical Engagement: Engage critically with information and trends. Before joining a new trend or popular opinion, take a step back to evaluate why it has become popular and whether it aligns with your own beliefs and values.
Surround Yourself with Varied Social Groups: Different social groups can provide a variety of viewpoints and experiences, which can help in balancing out the effects of social contagion.
Seek Professional Help if Needed: If you find yourself overwhelmingly influenced by social contagion to the point it affects your mental health, consider consulting a mental health professional.
Mental Meanderings
How do you feel social media affects your mood? Have you noticed a pattern in your emotions after browsing certain types of content?
In what ways do you think your empathy is connected to your ability to visualize the experiences of others?