Christian Belief Through the Lens of Cognitive Science: Part 5 of 6

How Viral Ideas Hook Us

Did you know that Temple Baptist Church was built on land that sold for 57 cents, the amount saved by a little girl that had been turned away from their Sunday school? Did you hear about the guy who died in his sleep, killed by his own farts? Can you believe that racist jerk Elvis Presley once said: "The only thing a nigger can do for me is buy my records and shine my shoes." And,guess what--Scholars at the Smithsonian have found Nostradamus predictions that relate to Barack Obama!

As you may have guessed, the above statements are false. But that hasn't kept them from circulating the internet for years. Each of them is part of a viral email message, which means that each has some quality that makes people forward it, over and over and over.


The first is a kind of message commonly known as "glurge," too-sweet-to-be-true stories that give people a warm feeling or even chills. The second makes us laugh and piques our sense of curiosity. The third plays with our contradictory fascination with celebrities, which includes a desire to tear them down. The fourth appeals to our yearning for magic. These stories all are drawn from the urban legends fact-finding site, Snopes.com. What is the common theme? Emotional arousal.

Comparing religion to chain mail seems crass, but the kinship is real. And as Francis Bacon said, "The eye of the understanding is like the eye of the sense; for as you may see great objects through small crannies or holes, so you may see great axioms of nature through small and contemptible instances."

Viral email has a variety of reproductive strategies. Like computer viruses, many chain mail messages contain explicit "copy-me commands." Some promise us good luck if we forward the message to ten people before the day is up - or a week of happiness, or even prosperity. Some threatens us with bad luck if we don't. Some tries to shame us: "If you care about your friends, you'll send this information about cervical cancer/visa fraud/brown recluse spiders . . ." But most viral emails simply contain something that makes us want to pass them on. They may make us laugh or feel validated and righteous. Many delight us. A few tap our sense of magic or mystery or transcendence.

The term "viral marketing" has itself gone viral recently, popularized by books like Malcolm Gladwell's The Tipping Point, or Made to Stick by Chip and Dan Heath. Corporations have discovered that their best sales staff are satisfied customers, and they've been experimenting. Can we figure out the formula for starting a fad? Can we seed the virus with a few hired hands who create buzz? The Heath brothers offer communications professionals a simple formula which they call the "Six Principles for SUCCESs:" SIMPLE UNEXPECTED CONCRETE CREDIBLE EMOTIONAL STORIES. Look at the formula. Now think back about what I said regarding the boundaries of supernaturalism and the born again experience. The fit is remarkably tight.

In the field of medicine, epidemiologists study patterns of contagion. They might track, for example, how an influenza virus spread across one region and how it jumped from country to country in the bodies of specific carriers. Based on the way infections fan out, they may even be able to identify the “epicenter” of a disease. Some of the tools of epidemiology are now being applied to study the spread of viral ideas. But whereas diseases spread passively, meaning people rarely try to infect each other, viral ideas, also known as “memes” spread by harnessing the human desire to share what we know and to learn from each other. Memes get transmitted through established social networks. They spread horizontally within a generation, and vertically from generation to generation. That is why specific religions are concentrated in one part of the world or another and children tend to have the same religion as their parents.

For developmental reasons, children are particularly susceptible to simply accepting the ideas of their parents and community. If a parent says stoves burn you, cars can squish you, and bathing keeps you from getting itchy, kids tend to do best if they simply trust what their parents say. Nature has designed children to be "credulous." This allows them to learn from the mistakes of their elders. It makes them more efficient in acquiring valuable information and adapting to cultural norms. It is also why evangelical parents are encouraged to convert their children. Research on identity development shows that if children can be contained within an enveloping religious community through their transition into young adulthood, few will ever leave. Bring up a child in the way he should go, and when he is old he will not depart from it. (Proverbs 22:6)

A successful religion needs to have the qualities of a successful virus. In a changing environment, this means it must have the ability to mutate and adapt. In the past, religions were spread largely by edict and conquest. This is how Christianity spread throughout the Roman Empire and into the Americas. Today, though, religion is perceived as an individual choice and religions must gain share by attracting adherents. This is why, today, the religions that are gaining mindshare are those that have good marketing, high birthrates, and what economists call “appealing club goods”. In the current environment, Christianity has been able to produce offshoots that need no edict or conquest.

Significantly, the religions that are growing right now are ones with strong copy-me commands. Evangelical Christianity is centered on what Christians call the Great Commission: "Go ye into all the world and preach the gospel to every creature, baptizing them in the name of the Father the Son and the Holy Ghost." In addition, just as the Roman church latched onto the strategy of competitive breeding (keep women home, sanctify a high birth rate), so Evangelicals have begun to explicitly add this form of copy-me command to the mix. By contrast, modernist Christianity is more often centered on what Christians call the Great Commandment: "Love the Lord your god with all your heart, soul and mind, and . . . love your neighbor as yourself." In a straight up competition, the copy-me command wins out, and in fact, evangelicals are gaining mindshare, while modernists are losing it.

One of the fastest changing aspects of our world is the growth of information. As knowledge grows, some varieties Christianity accept new scientific or historical findings and reinterpret their sacred texts and traditions in light of our best understanding of the world around us. Tangentially, this is the approach taken by Tibetan Buddhism. The 14th Dalai Lama has said, "If science proves some belief of Buddhism wrong, then Buddhism will have to change. In my view, science and Buddhism share a search for the truth and for understanding reality. By learning from science about aspects of reality where its understanding may be more advanced, I believe that Buddhism enriches its own worldview." This kind of adaptation is common for forms of Christianity that, like Buddhism, are more centered in praxis (practice) than belief. For those that are centered in belief, adapting to new knowledge is more difficult, and the survival strategy more often is a sort of fundamentalist retrenchment. Karen Armstrong's book, The Battle for God, describes this retrenchment in the Abrahamic religions.

The need to adapt may seem at odds with the recent success of fundamentalism, but in actual fact, fundamentalism is an adaptation to a changing world. Rather than revising dogmas, fundamentalists develop stronger defenses against external threats to a traditional homeostasis. An extreme example of this can be seen in the case of the Amish or Hassidic Jews: the belief system sustains itself relatively unchanged by engaging people to re-create an ancestral environment in which the belief system emerged.

But most theological fundamentalists have a more hybrid approach. They protect their children from external influence by home schooling or parochial schools, but don't mind accessing creationist materials from interactive websites. They expand in-house social services that include pop psychology. They promote hierarchy and sexism but are willing to have women and children as spokespersons for these views. They play up the risks of inquiry and doubt and use scientific findings and follies to make their arguments convincing. Fundamentalist populations resist ideological change, but they have learned to exploit popular culture, best business practices, new technologies, and even scholarship itself to maintain the survival of their beliefs.

Since a virus and host fit together like a lock and key, understanding viral ideas helps us to understand the human mind, and vice versa. Retro-viruses and influenza mutate rapidly, which makes it hard to develop immunizations against them. On the spectrum of religions, Christianity shows a similar flexibility, regularly spinning off new sects, denominations, and even non-denominational renegades. And yet each of these taps a familiar range of emotions and social mechanisms and is constrained by the cognitive structures that place bounds on human supernaturalism. Christianity has adapted to a broad range of human minds and cultures, a strategy that has resulted in success beyond the wildest visions of the patriarchs.

Learn More:
Memetic Lexicon
Richard Brodie - Virus of the Mind
Chip Heath & Dan Heath, Made to Stick:Why Some Ideas Survive and Others Die (New York: Random House, 2007), 253-257.

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7 comments:

edson said...

Valerie, should I commend you on this article or not? I dont know what to do with you especially when I know that you are basically antichristian but your article is well written, thought and a bit balanced from non chrstian point of view. I was also amazed at how you managed to recognize a "meme command" of Christianity: a great commision verse. However, I must tell you that Christianity as a whole is in itself a copy-me command for any individual person.

No one will read the life of Jesus of the gospel left untouched. A person may not become a Christian in a real sense of the word but definitely that person will automatically feel attracted by this person of Jesus Christ. A hindu is essentially a polytheist, he will only add Jesus as another God (perhaps his millionth god). A muslim will only respond by saying , uh, Jesus is a great prophet in Islam, yeah, we honor Him! An atheist and other non religious people will just remain indifferent, either to say his story is grossly overexaggerated or to deny that this it is too good to be true and thus not true. But in all groups the basic message we draw in is clear: Jesus is a potent copy-me command of Christianity.

Valerie Tarico said...

Thank you, pmatthews. Hi Edison -
I think you are largely correct. The gospel stories were told and retold. There was something compelling from the beginning, and via the process of oral tradition (over the decades before they were written), the appeal would have been honed, refined and embellished. In addition, there was a selection process even after gospels were recorded: many gospels never made it into the canon. Whether one considers the residual narrative to be literally true, spiritually evocative, or simply historic, that would appear to be a powerful formula for a story with sticking power.

Hacksaw Duck said...

I too enjoy reading these screwy E-mails that perpetuate urban legends. I do question how the rapid proliferation of this disinformation (even granting our modern, lightning-fast communications) squares with the constant assertion of apologists that "legends take generations to develop." That doesn't seem to be the case at all.

J said...
This comment has been removed by the author.
danchoi said...

I don't know where to post this, but I'd like to announce a new wiki site where Christians and secular-minded people can work together to build a common knowledge base.

http://secularvschristian.com/

I would certainly appreciate any help promoting the new wiki, but I think the website will stand on its own merits in time.

Geonite said...

Nothing new here. The Church has been falsifying information for 2000 years. They just found a way to spread it faster now.

Anonymous said...

Edson wrote: No one will read the life of Jesus of the gospel left untouched. A person may not become a Christian in a real sense of the word but definitely that person will automatically feel attracted by this person of Jesus Christ.

Pure poppycock. Christianity might have been successful in certain places, but the Gospel is firmly rooted in a cultural background that does not always translate. You would do well to pick up a book like Don't Sleep, There Are Snakes or, less directly relevant, "Shakespeare in the Bush."

And in my personal view, the Jesus of the Gospels comes off as an ineffectual teacher when compared to someone like Shantideva. But still, I don't see any reason to insist that everyone would be moved when reading the Bodhicaryavatāra.