Killing with kindness, musing on memes

I almost skipped it.

I was skimming the Books Update email from the NYT Sunday Book Review when I noticed a review of The Edge of Evolution by Michael J. Behe. His name sounded familiar, but I couldn't quite place it.

The promo blurb said, "In his second book, Michael Behe turns to genetics to poke holes in Darwin’s theory." That's when I noticed the reviewer: evolutionary biologist Richard Dawkins.

Oh my, I thought, this is gonna be good.

It was. It's one of the kindest but most totally decimating reviews I've ever read. You can read it here.

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One thing I hadn't realized is that Dawkins is the guy who coined the term "meme" to describe (as noted in his Wikipedia entry) "how Darwinian principles might be extended to explain the spread of ideas and cultural phenomena."

One of the most thought-provoking books I've ever read is Thought Contagion, a book about memes and the transmission of ideas by Aaron Lynch. I read it at about the same time I read another influential book, The Tipping Point by Malcolm Gladwell.

Both Lynch and Gladwell consider how ideas, beliefs and even new products or fads are spread through society. That is, they try to explain why some ideas, beliefs or products catch on and become popular, while others -- that seem equally viable -- simply don't.

In Thought Contagion, Lynch identifies several "propagation advantages," which is how he describes the characteristics that tend to encourage people to pass on or "propagate" a specific idea or belief. In The Tipping Point, Gladwell looks at the factors that make ideas or products "sticky" and more likely to catch on with the public.

Both of these books could be helpful to folks in the advertising, marketing and P.R. professions -- to anyone who's in the business of persuading others, for that matter -- as well as to journalists and others who need to better understand the factors that shape society and debates on public issues.

Spirals & Tipping Points

It's rare to see a full-blown spiral of silence come undone. But that's exactly what happened this week.

After years of being squelched, opponents of the Iraq war found their voice in Rep. John Murtha, D-Pa., an ex-Marine and a Vietnam veteran who proved to be unsmearable. His blunt critique of the Iraq war, and his call for a quick pull-out, provided the tipping point, making it safer for others to wade into the treacherous waters of open criticism of the war.

Thus, the tightly wound spiral of silence on Iraq, which has held public criticism of the war at bay for three years, started to come undone.

So, what's all this about a spiral?

The Spiral of Silence is a theory of media and public opinion developed by in the 1980s by Elisabeth Noelle-Neumann. In essence, it says that most people would rather keep their opinions to themselves than risk being perceived as being out of step with the mainstream, or risk being ostracized for their views. And the fewer contrary views are heard, the more people perceive themselves to be in the minority…and the fewer of them are willing to speak up. Thus, the spiral of silence tightens.

Of course, spirals of silence don't just happen. They usually have some help. In this case, the Bush administration did a masterful job of suggesting -- sometimes subtly, sometimes with all the subtlety of a sledge hammer -- that it was unpatriotic to question the Iraq war or its conduct.

For the most part, it worked. After all, who wants to be accused of hurting troop morale or of aiding and abetting the enemy? So most criticisms of the war were muted or silenced. People with opposing views mostly squelched themselves. And the Bush administration was able to shrug off the criticisms of lonely liberals and people like Cindy Sheehan, the Vacaville woman who lost a son in the war, as being partisan attacks or hysterical outbursts.

Then Murtha spoke out. His comments proved to be the tipping point…and the spiral came tumbling down.

You could watch the administration's desperate attempts to restore the spiral of silence: the initially harsh response from the president, the now-predictable accusations of disloyalty from the vice president, and even name-calling from a junior congresswoman who tried to imply that Murtha was a coward.

This time, though, it didn't work. They'd overplayed their hand. No one bought the image of Murtha as a traitor or a coward. The congresswoman, Rep. Jean Schmidt, apologized; the president, speaking in China, tempered his tone…he respects Murtha, of course, and his right to say what he thinks, he just doesn't agree with him.

Suddenly, it was safe to go in the waters again…and critics of the Iraq war began speaking their minds…and the U.S. Congress began discussing how best to get out of Iraq.