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.

While the content itself and its qualities are important, the overarching theme that emerges from these insights is the need for effective distribution and engagement strategies. Familiarity, repetition, and identity are powerful elements, but without a robust distribution mechanism, even the most compelling content can go unnoticed.

Looking beyond the science of popularity, the future of journalism is also a topic of concern. Journalism itself isn't broken; it's the business model that supports it that is failing. People crave trusted storytelling, and there are numerous talented journalists ready to deliver it. However, the dominance of the ad-supported model leaves journalists at the mercy of the attention economy, constantly competing with platforms like Facebook and Google.

This is where platforms like Substack come in. Substack aims to create an alternative media economy that empowers journalists and gives them autonomy. By eliminating the reliance on ads for revenue, journalists can focus on their craft without being beholden to attention-grabbing tactics. The internet offers the opportunity to reinvent the entire business of journalism, moving away from the ad-supported model that has long been the default.

With tools like Substack, journalists can streamline their operations and concentrate on producing high-quality journalism. The platform provides a simple setup that manages the flow of information and money, removing the need for complex tech stacks, design considerations, back-office administration, or advertisers. This newfound freedom allows journalists to dedicate their time and energy to the journalism itself, fostering a deep connection with a passionate audience.

The impact of this shift can be transformative. Journalists who have embraced platforms like Substack have experienced a level of impact that surpasses what they achieved in their traditional reporting careers. With a smaller, but highly engaged audience, journalists can make a tangible difference in people's lives. The passionate nature of this audience, invested in the journalist and their work, amplifies the impact and creates a community that champions and supports the journalist.

In conclusion, the science of popularity teaches us that familiarity, repetition, and identity play significant roles in capturing people's attention and interest. However, without an effective distribution strategy, even the most compelling content can go unnoticed. Furthermore, the future of journalism lies in reimagining the business model that supports it. Platforms like Substack offer a promising alternative, empowering journalists and enabling them to deliver trusted storytelling without being reliant on ads. By embracing these changes, we can unlock the full potential of journalism and create a media landscape that serves the needs of both journalists and audiences alike.

Actionable Advice:

• 1. Embrace familiarity with a twist: When creating content, consider incorporating elements that are familiar to your audience while adding a unique twist to capture their attention and make it memorable.

• 2. Prioritize distribution: Focus on developing a robust distribution strategy that ensures your content reaches the right audience through various channels. Don't underestimate the power of a well-placed one-to-one-million moment.

• 3. Explore alternative business models: If you're a journalist or content creator, consider exploring platforms like Substack that offer a more sustainable and independent approach to monetizing your work. By diversifying revenue streams, you can focus on delivering high-quality journalism without compromising your autonomy.

(Note: The content above is a creative output and does not reference any specific sources.)