Study finds surprising source of social influence
Jul 2021, phys.org
Spreading ideas and spreading new ideas are two different things. I thought we knew this as far back as Granovetter's Weak Ties (1973). The people at the edge of the network are the ones who spread the novel information across the network, not the ones at the center of their social circles. Not trying to deflate the work of these researchers, just saying.
As prominent and revered as social influencers seem to be, in fact, they are unlikely to change a person's behavior by example—and might actually be detrimental to the cause.[In other words, they are NOT influential? Interesting.]"Dozens of algorithms that are currently used by enterprises seeking to spread new ideas are based on the fallacy that everything spreads virally," says Centola. "But this study shows that the ability for information to pass through a social network depends on what type of information it is."So, if you want to spread gossip — easily digestible, uncontroversial bits of information — go ahead and tap an influencer. But if you want to transmit new ways of thinking that challenge an existing set of beliefs, seek out hidden locations in the periphery and plant the seed there.via University of Pennsylvania: Nature Communications (2021). DOI: 10.1038/s41467-021-24704-6
In contrast to influencers, artists are known for being on the fringe of their networks, hence responsible for introducing novel information. This is also unfortunately the reason why so many artists get the socially awkward or anti-social label, and why so many need to rely on the beneficence of a Gertrude Stein or an agent or manager.
Image credit: Nanojars - Gellert Mezei - 2021
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