Social contagion: What do we really know? by Duncan Watts
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Science assessments indicate that human activities are moving several of Earth's sub-systems outside the range of natural variability typical for the previous 500,000 years. Human societies must now change course and steer away from critical tipping points in the Earth system that might lead to rapid and irreversible change. This requires fundamental reorientation and restructuring of national and international institutions toward more effective Earth system governance and planetary stewardship. Delete the scoop?
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The phenomenon of social contagion—that information, ideas, and even behaviors can spread through networks of people the way that infectious diseases do—is both intuitively appealing and potentially powerful.
It appeals to our intuition for two reasons. First, it is obviously true that people are influenced by one another. Reflecting on our individual experience of life, it is easy to recall any number of instances in which we have been influenced, whether by our parents, our teachers, our coworkers, or our friends, and corresponding instances when we have influenced them. And second, once you accept that one person can influence another, it follows logically that that person can influence yet another person, who can in turn influence another person, and so on. Influence, that is, can spread.