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“Contagion will seep through almost any coordinated collection of people.”

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Social Intelligence Daniel Goleman

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A ripple effect is a situation in which, like ripples expanding across the water when an object is dropped into it, an effect from an initial state can be followed outwards incrementally. Ripple effect is often used colloquially to mean a multiplier (economics)

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This is about how attitudes, behavior & culture spreads. With all the discussion about the impact of social media psychologically and behaviorally, and the impact (positives & negatives) of influencers, I am slightly surprised we don’t talk more about the 100 Monkey Theory.

I thought about this when I recently read an article called “how culture makes us smarter” which shared an idea called ‘cumulative culture.” It immediately made me think of the 100 Monkey Theory and how the internet has amplified the theory.

 

Then:  Islands of attitudes and behaviors

The 100 Monkey theory:

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In 1952, on the Japanese island of Koshima, a monkey named Imo washed a sweet potato before she ate it.  She and her fellow, Macaca Fuscata monkeys were given sweet potatoes by the scientists who studied them.  The monkeys like the taste of the potatoes, yet did not like the dirt.  Imo taught her mother and the other monkeys she came into contact with and over time more and more monkeys were washing their potatoes.

Imo’s practice catches on.

Well, the interesting observation is that after a significant minority (let’s say 100 monkeys to use a number) of the monkeys were washing their potatoes, the scientists observed that very quickly after this, all the monkeys were washing their potatoes.  Like a critical mass had been reached and now all the monkeys were able to access this knowledge somehow even if they did not come into contact with Imo and her friends.  More interesting is that scientists observed that at the same time, on other islands monkeys were also washing their potatoes.

It appears that when 99 monkeys were washing potatoes and one more joined, a critical mass was achieved and this awareness was now available to everyone (please don’t get hung up on the exact 99 or 100 numbers).

This is known as the 100 Monkey Theory.

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So. The foundation of the theory is when a certain critical number achieves an awareness of “something” (an attitude or behavior) that this new awareness may be communicated from mind to mind. A derivative of this idea has been called “the Cumulative Advantage.” The interesting aspect of this is the ‘island to island’ aspect.

These monkeys didn’t have internet.

Nor a classroom.

Nor any physical content.

This theory suggests that, although the exact number may vary, this 100 Monkey Phenomenon means that when only a limited number of people know a new behavior it may subconsciously reside as the conscious property of the collective people.

I actually believe it has nothing to do with subconscious, but rather that minds tend to evolve at equal paces and when a critical mass of brains accepts something as a good idea or a mode of behavior that idea is likely to be thought of & adopted elsewhere. I will suggest the internet leverages cumulative advantages like contagion.

Now. I really do not want to get hung up on the actual numbers it is fascinating to think that there is a point at which if only one more person absorbs the new attitude and changes its behavior that somehow this awareness is picked up by almost everyone. 100 monkeys (or any individuals with brains) is enough critical mass to ensure either extensive collaborative thinking or the presence of a superior individual innovative mind.  Either way the group attains the same objective – an innovative idea.

 

The group dynamic

The other aspect of this (with internet repercussions) is individual reason versus group reasoning. It is in The Enigma of Reason in which they posit individuals reason (but that is inherently biased and lazy), but when ‘reasons’ are encountered socially, in a group dynamic, reasoning expands.

In my own words I call this a ‘Ripple effect.’

 

Now: islands of information

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“Contagion will seep through almost any coordinated collection of people.”

Social Intelligence Daniel Goleman

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The internet redefines what islands are. It changes islands from physical to virtual amplifying the overall effects of learning –both useful & non-useful. In the past learning, as a result of the print revolution, was seen as an individual process shared by word of mouth and handing books from one to another. Learning as a result of the Internet revolution is an active process of communication between connected people. This can be shallow (soundbites) or it can be of substance (in-depth pieces, multiple sources).

However. Conceptually the 100 monkey ripple effect is exactly the same, just exponentially faster once traction occurs.

Which leads me to the concept of echo chambers. An article discussing internet echo chambers recently discussed the fact it is the content, not the echo chamber, that matters. I would argue it is a combination. Nothing of one thing is good – even knowledge and facts. Facts becomes stronger the more they are forged by conflict with other facts, lies, & perspective.

 

generational islands of behaviors

Now. There is an interesting subset of the study in which the ‘older monkeys remained steadfastly ignorant of the new behavior”:

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By March, 1958, 15 of the 19 young monkeys (aged two to seven years} and 2 of the 11 adults were washing sweet potatoes. Up to this time, the propagation of the innovative behavior was on an individual basis, along family lines and playmate relationships. Most of the young monkeys began to wash the potatoes when they were one to two and a half years old. Males older than 4 years, who had little contact with the young monkeys, did not acquire the behavior. The older monkeys remained steadfastly ignorant of the new behavior. (source: Elaine Myers)

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Adoption of new ideas is the real echo chamber. This suggests there is a resistance to new behavior the more steeped existing behavior is within an individual. Its possible connection between individuals increases adoption across generations, but the internet does not permit that experience – virtual experience is easier to ignore than physical experience.

Conceptually this suggests islands of similarly aged people. Conceptually this also hearkens back to The Enigma of Reason in that if the older individual monkeys do not interact with the younger monkeys their thinking remains biased & lazy (retaining the status quo).

 

Conclusion:

Trying to explain behavioral transition from specific tactics is very difficult – and it aggravates me when people try to associate specific expenditures or activity to create behavioral activity. This whole idea with 100 Monkeys is about doing things, real behavior, creating enough critical mass so that it gets recognized and absorbed in some subconscious way which inevitably creates the behavioral change desired.

I believe any one even remotely interested in creating cultural change should invest some time thinking about this theory. Instead of needing dollars to create change or wacky ideas to affect attitudes or investing energy trying to create “a wave of change” someone can focus on “the 100.” Creating change by focusing the few. Gosh.  Sure would make life a little simpler huh? (some people, like me for an example, call this creating an influencer base to influence mass behavior).

 

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“Where religious values might be relative, intellectual values fleeting, moral values ambiguous, and aesthetic values dependent upon an observer, the existence of any thing is infinite.”

John Gardner

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The last aspect is the lack of limit identification.

100 Monkeys clearly outlines the genesis. But what about the limits? Is contagion finite (beyond the age/generational aspect)? Or is contagion theoretically limitless? Is the existence of any thing truly infinite?

I would argue an idea, psychologically, has few limits. I would also argue behavior does have limits. In other words, anyone can think about doing something but not everyone can, or will, do something. it is within that discussion in which a business discerns the true potential of an idea.

 

Regardless.

You may not buy it.

You may not think people are related to monkeys.

You may think 100 isn’t enough (on islands or the internet).

But you should think about this because idea & thinking traction is pretty unpredictable but what I do know is that all ideas & behavior don’t arise from nowhere so 100 monkeys, and people, seems like a good place to begin.

 

 

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Written by Bruce