Sociological Meaning of Contagion

This chapter explores the concept of contagion in sociology, contrasting the spread of biological viruses with the diffusion of cultural items like ideas and norms, termed “complex contagions” by Damon Centola and Michael Macy. Complex contagions require multiple sources of influence for transmission, unlike simple contagions that spread upon a single contact. The chapter highlights the significance of meaning and interpretation in the spread of cultural items, citing the failure of a public health campaign in Peru as an example where cultural perceptions affected the diffusion process. Then, citing Christopher Bail’s theory of cultural carrying capacity, the chapter examines how organizations can optimize their messaging to resonate with their target audience's frames, influencing the spread of ideas, values, and norms in society. Finally, the chapter is summarized by proposing that focusing on meaning and interpretation enriches studies using big data and makes them more significant in sociology.