Psychological Social Contagions

Ever wondered if the world really is getting ever more crazy? I think your observations are well-founded – it’s utterly bonkers, but trust me, it seems much less bonkers when you turn off your computer and smartphone and venture outside without them. Why? Well, it’s because of the effects of psychological social contagions. The term refers to the phenomenon in which emotions, behaviours, or beliefs spread rapidly through a population, akin to the transmission of infectious diseases. Social media undoubtedly facilitates both the speed and the reach of this idiocy.

The process of social contagion often occurs unconsciously, and individuals tend to adopt the emotions and behaviours of those around them. The term ‘social contagion’ was first coined by the French sociologist Gustave Le Bon in his influential work, ‘The Crowd: A Study of the Popular Mind‘ (1895), where he examined the collective behaviours of groups and the underlying psychological mechanisms. Check out the wiki link to read more about this excellent body of work. The link will open in a new tab so you can read it later.

There appear to be several factors that contribute to the spread of psychological social contagions:

1. Emotional contagion: This involves the automatic and unconscious transfer of emotions between individuals. People tend to ‘catch’ the emotions of others in their social environment, leading to a domino effect. For example, if one person in a group becomes anxious or angry, it is likely that others in the group will start to feel the same way. Just look at any crowd in a concert, riot, protest, or, on a smaller scale, a school classroom.
2. Behavioural contagion: Similar to emotional contagion, behavioural contagion involves the spread of actions or habits within a social group. People tend to mimic the behaviours of others, often without conscious thought. This can lead to the rapid adoption of new trends, fads, or even harmful actions like panic buying during a crisis. Remember the toilet paper panics of early 2020?
3. Cognitive contagion: This type of contagion pertains to the spread of beliefs, ideas, or information through a social network. Rumours, conspiracy theories, and fake news can spread quickly, especially in today’s digital age. Social media platforms are particularly potent in amplifying cognitive contagion, as they facilitate rapid dissemination and reinforcement of ideas.

Several factors may increase the likelihood of social contagions:

1. Social identity: People are more likely to be influenced by members of their social group, as they share common values, beliefs, and behaviours. This sense of belonging fosters conformity and increases the likelihood of social contagion.
2. Social networks: The structure and density of social networks can impact the spread of contagions. Dense networks with strong ties between individuals are more likely to experience rapid contagion, as ideas and behaviours can easily proliferate within the group.
3. Emotional intensity: Highly charged emotions, such as fear or anger, are more likely to spread quickly and influence behaviour. In times of crisis, these emotions can lead to mass panic or collective action as people seek to protect themselves and their loved ones.
4. Authority and credibility: Individuals are more likely to adopt the beliefs or behaviours of those they perceive as credible or authoritative. Celebrities, politicians, and experts can wield significant influence over public opinion and behaviour, thereby facilitating the spread of social contagions.

Understanding psychological social contagions is crucial in various fields, such as public health, crisis management, and marketing. By leveraging insights from research on social contagions, policymakers and marketers can develop strategies to mitigate, or exploit, the negative effects of harmful contagions or promote the adoption of positive behaviours and beliefs. Though it can be readily seen that the mainstream media prefers to exploit the negative effects by sowing endless discord and fear via wild headlines to create clicks on social media (“fearbaiting”).

Social contagions have played a significant role in various events and trends in the United Kingdom. Here are some specific examples:

1. The 2011 England riots: In August 2011, a series of riots and civil disturbances erupted in cities across England following the police shooting of Mark Duggan in Tottenham, London. The unrest and mass civil disorder spread quickly through social contagion, as people were influenced by the actions of others and joined in the looting, arson, and violence. There was noticeable lack of any protest element in the mass disorder. The widespread use of social media further amplified the contagion effect, allowing news of the riots to reach a larger audience and encourage participation in different parts of the country.
2. The ALS Ice Bucket Challenge: In 2014, the ALS Ice Bucket Challenge became a global phenomenon, with people in the UK and around the world participating in this charitable endeavour. Participants would film themselves dumping a bucket of ice-cold water over their heads and then nominate others to do the same within 24 hours, all in support of raising funds and awareness for Amyotrophic Lateral Sclerosis (ALS) research. The challenge spread rapidly through social media and was a prime example of behavioural contagion, as millions of people mimicked the actions of others. Whilst this action did indeed raise money for the ALS research charities, as far as awareness raising went, I challenge you to ask anyone who participated in the “challenge” to tell you what ALS stands for without looking it up, and then ask them to describe the signs and symptoms of the condition.
3. The Brexit referendum: The 2016 Brexit referendum, which resulted in the UK’s decision to leave the European Union, was also influenced by social contagion. The spread of information, opinions, and emotions through social networks and media channels contributed to shaping public sentiment and ultimately influenced the outcome of the vote. Cognitive contagion played a critical role, as both sides of the debate disseminated arguments and claims, some of which were misleading or false.
4. The anti-vaccine movement: The spread of misinformation and distrust of vaccinations, particularly the MMR (measles, mumps, and rubella) vaccine, can be considered an example of cognitive contagion in the UK. In the late 1990s and early 2000s, a now-debunked study by Dr. Andrew Wakefield falsely linked the MMR vaccine to autism. Despite being discredited, the idea spread rapidly through the media, which led to a decline in vaccination rates and a resurgence of preventable diseases. Even today, people will be afraid of MMR vaccination causing autism in their children and prefer to expose their children to the dire risks of measles, mumps, and rubella.
5. Panic buying during the COVID-19 pandemic: In early 2020, the outbreak of the COVID-19 pandemic led to widespread panic buying in the UK and other countries. As people witnessed empty supermarket shelves and news of shortages, a sense of urgency was created, leading to further stockpiling of essential goods such as toilet paper, hand sanitiser, and food items. But for the British, it was mostly about toilet paper. This behavioural contagion was driven by fear and anxiety as individuals sought to protect themselves and their families in the face of an uncertain situation.

Medical examples of social contagions typically involve the spread of beliefs, behaviours, or emotions related to health and well-being. Here are some specific instances:

1. Mass psychogenic illness (MPI): Also known as mass hysteria, MPI is a phenomenon where a group of individuals experience similar physical symptoms without any identifiable cause. These symptoms are often triggered by stress or anxiety and spread rapidly through social contagion. A notable case occurred in 1965 at a school in Blackburn, England, where over 80 students were affected by fainting, dizziness, and nausea. The outbreak was attributed to anxiety and social contagion, as the symptoms spread quickly among the student population.
2. Anorexia nervosa: The spread of eating disorders like anorexia nervosa can be partially attributed to social contagion. As societal standards of beauty promote thinness, vulnerable individuals may internalise these ideals and develop unhealthy eating habits or body image issues. The widespread dissemination of these ideals through media, advertising, and social networks may lead to the contagion of eating disorders within certain populations. Prior to the internet, anorexia tended to be clustered in schools, and children shared tips and techniques for starvation, but the diffuse nature of information dissemination in the internet age meant that geographical clustering became less common, and anorexia spread quickly into previously unaffected communities.
3. Self-harm and suicide contagion: Studies have shown that exposure to stories of self-harm or suicide, either through personal relationships or media coverage, can increase the risk of these behaviours in vulnerable individuals. This phenomenon, termed the ‘Werther effect’ or ‘suicide contagion’, can lead to clusters or ‘copycat’ incidents of self-harm and suicide. Responsible media reporting and support networks are essential to mitigating the effects of this type of social contagion. Prior to the internet age, deliberate self-harm followed a similar distribution pattern to anorexia.
4. Nocebo effect: The nocebo effect is a phenomenon where negative expectations about treatment or intervention lead to worsening symptoms or adverse side effects. This can be considered a form of social contagion, as individuals may adopt negative beliefs about a medical treatment based on the experiences or opinions of others, leading to an increase in reported side effects. The nocebo effect can be particularly potent in clinical trials, where participants’ expectations can impact the results.
5. Vaccine hesitancy: Similar to the anti-vaccine movement mentioned earlier, vaccine hesitancy refers to the reluctance or refusal to vaccinate oneself or one’s children despite the availability of vaccines. This hesitancy can be influenced by cognitive contagion, as misinformation or negative beliefs about vaccines spread through social networks, leading to reduced vaccination rates and potential outbreaks of preventable diseases.

The Werther Effect

The Werther effect, also known as the ‘copycat suicide’ phenomenon, refers to the occurrence of imitative suicides following the exposure to a highly publicised suicide or a series of suicides. The term was derived from the novel ‘The Sorrows of Young Werther‘ (1774) by Johann Wolfgang von Goethe, in which the protagonist, Werther, dies by suicide. Following the publication of the novel, there were reports of a surge in suicides across Europe, with many victims mimicking Werther’s method and attire.

The Werther effect is a form of social contagion in which the suicide of one individual or the portrayal of suicide in the media can trigger a chain reaction of copycat suicides, particularly among vulnerable individuals.

EastEnders is a long-running British soap opera that has often tackled challenging and controversial topics. In 1986, Angie Watts, one of the show’s central characters played by Anita Dobson, attempted suicide by overdosing on pills.

This storyline generated significant media attention and public discussion at the time, as it touched upon the sensitive issue of suicide. The concern arising from this portrayal was the potential influence it could have on vulnerable individuals, who might see Angie’s actions as a way to cope with their own emotional distress, leading to imitation or the Werther effect.

Although it is challenging to draw a direct link between specific media portrayals and real-world consequences, the Angie Watts overdose storyline highlights the need for responsible and accurate representation of mental health issues and self-destructive behaviours in the media. The potential for social contagion and the Werther effect underscore the importance of adhering to media guidelines when addressing sensitive subjects like suicide and self-harm.

Several factors may contribute to the Werther effect:

1. Identification: People who are already vulnerable or at risk of suicide may identify with the individual who died by suicide, especially if they share similar characteristics, such as age, gender, or socio-economic background. This identification can lead to feelings of solidarity, exacerbating their own suicidal ideation.
2. Romanticising suicide: Media coverage that romanticises or glorifies suicide may inadvertently create an appealing narrative, presenting it as an escape from suffering or a means of gaining attention. This portrayal may encourage vulnerable individuals to consider suicide as a viable option.
3. Suggestion: The mere exposure to suicide in the media or within one’s social circle can plant the idea of suicide in the minds of susceptible individuals. This suggestion can then be internalised, increasing the likelihood of suicidal ideation and behaviour.

To mitigate the Werther effect, responsible media reporting is crucial. The World Health Organization (WHO) and other mental health organisations have established guidelines for journalists and media professionals to report on suicide in a sensitive and responsible manner. Some key recommendations include:

1. Avoiding explicit details: Providing explicit information about the method or location of suicide can lead to imitation. The media should avoid sharing these details and focus on the broader issues surrounding the individual’s death.
2. Refraining from sensationalism: The use of dramatic headlines, images, or language can romanticise suicide and contribute to the Werther effect. The media should be cautious in their portrayal of suicide and avoid turning it into a spectacle.
3. Providing support resources: Including information on mental health support services, helplines, and other resources can help individuals struggling with suicidal thoughts to seek help and potentially prevent further suicides.
4. Promoting stories of hope: Sharing stories of individuals who have overcome suicidal ideation or mental health challenges can provide a sense of hope and encourage others to seek help.

Social Media

Social media plays a significant role in spreading social contagion due to its ability to rapidly disseminate information, ideas, and emotions to a wide audience. As people are increasingly connected through various social media platforms, the potential for the spread of social contagion has grown exponentially. Here are some key ways in which social media contributes to the dissemination of social contagion:

1. Speed and reach: Social media platforms enable users to share content with their networks instantly, allowing information and emotions to spread at an unprecedented pace. This rapid dissemination can contribute to the quick adoption of ideas, behaviours, and beliefs, amplifying social contagion.
2. Echo chambers: Social media algorithms often create echo chambers, where users are exposed to content that aligns with their existing beliefs and interests. These echo chambers can reinforce cognitive contagion, as individuals are more likely to adopt ideas that are consistent with their existing beliefs and are further reinforced by their social networks.
3. Emotional contagion: Social media facilitates the spread of emotional contagion through the sharing of images, videos, and personal stories. Users may ‘catch’ the emotions of others in their network, leading to the spread of emotions such as fear, anger, or happiness.
4. Virality: The nature of social media encourages the sharing of content that evokes strong emotions, which can contribute to the virality of certain ideas or behaviours. This virality can lead to the rapid spread of social contagions, as people are more likely to share content that resonates with them emotionally.
5. Anonymity and online disinhibition: Social media platforms can provide users with a sense of anonymity, which may lead to online disinhibition. This can result in individuals being more susceptible to adopting and spreading ideas or behaviours they might not engage with in real-life situations, further promoting social contagion.
6. Influencer culture: Social media influencers, who often have large followings, can play a significant role in the spread of social contagion. By endorsing certain ideas, behaviours, or products, influencers can influence their followers, leading to the rapid adoption of trends or beliefs.

From experience, there is a major problem – once a person is caught up in a social contagion, they are lost to all rhyme and reason. Trying to get them to understand that they have been fooled is hopeless, as they look upon you as the fool. They will be surrounded by supporting players in the contagion, all reinforcing and reassuring the experience, belief, and fear that the contagion brings, and anyone who dares say, “Hol up! This is just madness!” will be met with anger, derision, scorn, and very commonly, character assassination (just look on social media at what people will write about anyone who questions the scale of transgenderism, neurodivergence, and so on). Personally, I fear that there will be too many adults who were chemically adjusted and surgically separated from their genitals whilst they were most vulnerable who will realise they were caught up in a social contagion of the masses and will be paying the price for everyone else’s clamouring for politically correct virtue.

Leave the fools to their foolishness. Put that smartphone down and go outside before that climate emergency kills us all and it is too late.