The Science of Popularity and the Future of Journalism

The Science of Popularity and the Future of Journalism

In an age of distraction, where the constant influx of information vies for our attention, what makes certain pieces of content popular? Is it the novelty or familiarity? According to Derek Thompson, author of "Hit Makers: The Science of Popularity in an Age of Distraction," familiarity often triumphs over novelty when it comes to capturing the public's interest. We have a tendency to gravitate towards new products, songs, movies, and even ideas that remind us of something old. It's the blending of the new with the familiar that strikes a chord with us.

Interestingly, the spread of these popular pieces of information is not solely reliant on social mechanisms but rather on broadcast mechanisms. It's not about countless one-to-one interactions, but rather a handful of one-to-one-million moments. The distribution strategy and mechanisms play a pivotal role in propelling content to popularity. Emotionality and familiarity are powerful drivers, but they can only take a piece of content so far. It is the distribution strategy and the sources through which the content is disseminated that ultimately determine its reach and impact.

When it comes to music, repetition is the god particle. Diana, a character in Thompson's book, emphasizes that repetition is what distinguishes noise from a song in our brains. Our mammalian brains are wired to respond to repetition and variety in a specific sequence. This notion is reflected in the pattern of music, such as the BBC, BC, D structure, or the ABBA-type antimetabole in speech. The rhyme to reason effect further demonstrates our inclination to believe ideas and slogans if they possess a musical quality. Rhyme and musicality resonate with us on a deeper level, making ideas more persuasive.

Identity is another crucial factor in popularizing content. People crave identities and often define themselves in opposition to others. This antagonistic nature of identity creates a spectrum of acceptance, from neophilia to neophobia. The concept of MAYA (Most Advanced Yet Acceptable) highlights the delicate balance between novelty and familiarity. To sell something surprising, make it familiar. Conversely, to sell something familiar, make it surprising. Finding this sweet spot in the acceptance spectrum is key to capturing people's attention and interest.

The age at which our tastes solidify is an intriguing point of discussion. Spotify suggests that by the age of 33, people tend to stop listening to new songs entirely, indicating that their musical preferences have crystallized. This finding raises questions about the malleability of our tastes and whether they are truly set in stone. Similarly, the political sensitive period seems to align with the mid-teens to late 20s, mirroring the timeframe for musical sensitivity. This correlation suggests that our formative years play a significant role in shaping our cultural and political inclinations.