Social Contagion

from Rapsode by Baba Brinkman

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about

The scientific study of "network effects" reveals the patterns of influence and social connection that causes some ideas (and pathogens) to spread more effectively than others, with huge implications for business, culture, and influence in the age of social media.

Learn more about the subject:
www.dashunwang.com

Made with support from the Center for Science of Science and Innovation at Northwestern University:
www.kellogg.northwestern.edu/research/science-of-science.aspx

lyrics

Social contagion
Somebody wins and somebody fails
We try to make sense of it, hmm, by referencing effort and skills
But what if a company’s future and every benefit that it yields
Depends on effects bigger than anyone’s individual selves
Social contagion!
Like the propagation of pathogens
All it takes is a few contagious travelers rambling
Between insular villages, and the rate of transmission averages
And everyone catches it on Facebook in a chain reaction
Topographically map it, track the diffusion dynamic
Use it to plant a seed of activism, or spread confusion and panic
Social contagion in a language-using mammal
A social primate with a super-talent for groupish habits
Take a deep dive, seek and you’ll find, infection typically thrives
On the proliferation of acquaintances known as “weak ties”
It’s a small world after all, a meeting of minds
With slow motion fact-checkers chasing after fleet lies
Deep ties are relatively rare, relatives who care
Best friends who share everything, conventional fare
Until a social contagion appears, proliferating sources
More than exposure to one fanatical neighbor’s endorsement
A complex contagion, spreading from multiple nodes
Seven touches from seven individuals someones’ attentional flow
When the chance of infection is more than zero but less than one
It takes a proliferation of contacts to get it done

Social contagion
Buildin’ a digital network
Full of individual vectors
Infectin’ the rest of the herd
Contagion
Threats and benefits emerge
Forget about makin’ an effort
Just let the net work

Social contagion
Influencers and connectors
Transmission success turns
On network architecture
Contagion
When complexity surges
Forget about makin’ an effort
Just let the net work

Social contagion

Social contagion, I’m just friending and unfriending
I’m just checking what’s trending, posting and contending
Forget about the privacy policy, I’m consenting
Every legacy system, disruption is upending
Trackin’ the digits, big data systems, big business
Network density algorithms measure resistance
Nodes of influence at the center of social connections
With extra bridges, just don’t forget to measure the bridge width
Social contagion, it affects our spending habits
Our body mass indexes, emotions and finances
Social ties matter, their motions are so dynamic
Which businesses are now in the business of trying to capture
The Network Effect: the more connections collect
The more benefits and perks every single participant gets
When the best converge, it triggers a surge of interest (imagen edificios con luz)
Whenever the party’s poppin’ success breeds success
An arms race for attention, a contagious infection
Forget if it makes us anxious and raises rates of depression
Shareholders want quarterly profits, they can eject an
Ethically-conflicted executive, who raises objections
Social contagion! Welcome to the new society
Where information is moving virally through the wiring
And you can find a network that’ll move you to violence
Or one that you can thrive in, so choose wisely

Social contagion
Buildin’ a digital network
Full of individual vectors
Infectin’ the rest of the herd
Contagion
Threats and benefits emerge
Forget about makin’ an effort
Just let the net work

Social contagion
Influencers and connectors
Transmission success turns
On network architecture
Contagion
When complexity surges
Forget about makin’ an effort
Just let the net work

Social contagion

credits

from Rapsode, released May 15, 2023
Lyrics by Baba Brinkman
Music by Tom Caruana
Violin by Todd Reynolds

license

all rights reserved

tags

about

Baba Brinkman New York, New York

Science rapper and inventor of several novel hip-hop variants. Canadian transplant to New York. Pathological optimist.

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