02 Aug 2011
From the frontier of science this week: Rensselaer Polytechnic Institute scientists who have been simulating and modelling how ideas spread have discovered the tipping point for changing opinion.
The principle is that it is held unshakeably by a committed 10 per cent of the population. Below that “it would literally take the amount of time comparable to the age of the universe for this size group to reach the majority,” in the words of the professor who led the project. Above 10 per cent, the idea spreads rapidly as long as those committed believers talk to others in the network until it becomes the majority opinion, even if it’s a stupid idea.
Obviously, this has its limits: for example, if there are 10 of you in a meeting this afternoon, your unshakeable belief might not be enough. On the other hand, we might finally be able to explain the popularity of Justin Bieber.
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