The Contagion of Ideas: How Social Norms and Misinformation Spread
The 2019 incident in Ketereh, Malaysia, where a group of schoolgirls experienced a mass psychogenic illness, serves as a stark reminder of the power of social contagion. While not an instance of misinformation, the event highlights how ideas and behaviors, both positive and negative, can spread rapidly through social networks, much like a virus. This phenomenon is of particular interest to social and behavioral scientists who study how individual actions are shaped by prevailing social norms and network processes. Understanding the mechanisms of social contagion is crucial for combating the spread of harmful content, including misinformation and disinformation, which can have detrimental effects on individuals and society.
Social norms, defined as perceptions of the prevalence and acceptance of specific behaviors within a given social group, play a significant role in shaping individual actions. These perceptions, whether accurate or not, can influence our choices and behaviors, often leading us to conform to what we believe is common or accepted within our social circles. While social norms and behaviors can spread like viruses, they typically require multiple exposures, a concept known as complex contagion, to take hold. This explains why trends, ideas, and even misinformation require repeated exposure before they gain widespread acceptance. The return of baggy jeans or the popularity of Astro Boy Boots exemplifies this phenomenon. Initial skepticism can give way to acceptance after repeated exposure and positive reinforcement from within one’s social network.
The complex contagion dynamic takes on a more concerning dimension when considering the spread of misinformation and disinformation online. Research has consistently shown that false information spreads faster and farther than truth on social media platforms. This rapid dissemination creates a challenge for fact-checking and debunking efforts, as misinformation often takes root before it can be effectively countered. The reasons behind the spread of false information are diverse, ranging from personal agendas and the creation of echo chambers to unintentional sharing due to lack of attention or digital literacy. The consequences can be far-reaching, influencing public opinion, shaping political discourse, and even inciting violence.
Combating the spread of harmful social contagion requires proactive strategies. One promising approach is pre-bunking, a concept analogous to vaccination. Pre-bunking involves exposing individuals to weakened forms of misinformation and teaching them to identify common manipulation tactics. This “inoculation” aims to build resistance to future encounters with false information, similar to how vaccines build immunity against diseases. Pre-bunking can be implemented through online quizzes, workshops, or facilitated discussions within various groups, providing individuals with the tools to critically evaluate information and resist its influence.
The effectiveness of pre-bunking, however, depends on regular reinforcement or “booster shots” to maintain resistance. While the optimal strategies for sustained reinforcement are still under investigation, group-based approaches hold considerable promise. Building a network of individuals with strong resistance skills creates a collective defense against harmful social norms and misinformation. The principle of herd immunity, where a sufficiently immune population protects even vulnerable individuals, applies to social contagion as well. When multiple members of a social network possess critical thinking skills and resistance strategies, the entire group becomes more resilient to the incursion of harmful influences.
Debunking, the process of correcting misinformation after it has spread, presents a different set of challenges. While essential, debunking can be less effective than pre-bunking, as individuals may be resistant to changing their beliefs once they have taken hold. Effective debunking strategies often involve empathy, non-judgmental communication, and a focus on shared values. While changing deeply ingrained beliefs may be difficult, engaging in respectful dialogue can prevent further polarization and maintain open lines of communication.
Equipping individuals with the skills to identify and resist misinformation involves recognizing common manipulation tactics. These include false dichotomies, where choices are presented as mutually exclusive extremes, scapegoating, where blame is unfairly attributed to a specific group, and slippery slope arguments, where a minor action is portrayed as inevitably leading to catastrophic consequences. Resources like the Practical Guide to Pre-Bunking Misinformation, developed by researchers at the University of Cambridge, BBC Media Action, and Jigsaw, provide valuable insights into these tactics and offer practical strategies for countering their influence.
The research on social contagion underscores the importance of resistance skills training in protecting individuals and communities from harmful behaviors and the spread of misinformation. By understanding the dynamics of social influence and implementing proactive strategies like pre-bunking and debunking, we can empower individuals to critically evaluate information, make informed choices, and resist the negative impacts of social contagion. Whether addressing the spread of online falsehoods or preventing harmful behaviors like tobacco use among adolescents, the development and reinforcement of resistance skills serves as a vital tool for promoting individual and collective well-being. The key takeaway is that social connections matter, and cultivating critical thinking within social networks can significantly enhance our ability to resist harmful influences and promote positive change.