Bak-Colman, J.B., et al.
Proceedings of the National Academy of Sciences
Jul 2021, 118 (27) e2025764118
DOI: 10.1073/pnas.2025764118
Abstract
Collective behavior provides a framework for understanding how the actions and properties of groups emerge from the way individuals generate and share information. In humans, information flows were initially shaped by natural selection yet are increasingly structured by emerging communication technologies. Our larger, more complex social networks now transfer high-fidelity information over vast distances at low cost. The digital age and the rise of social media have accelerated changes to our social systems, with poorly understood functional consequences. This gap in our knowledge represents a principal challenge to scientific progress, democracy, and actions to address global crises. We argue that the study of collective behavior must rise to a “crisis discipline” just as medicine, conservation, and climate science have, with a focus on providing actionable insight to policymakers and regulators for the stewardship of social systems.
Summary
Human collective dynamics are critical to the wellbeing of people and ecosystems in the present and will set the stage for how we face global challenges with impacts that will last centuries. There is no reason to suppose natural selection will have endowed us with dynamics that are intrinsically conducive to human wellbeing or sustainability. The same is true of communication technology, which has largely been developed to solve the needs of individuals or single organizations. Such technology, combined with human population growth, has created a global social network that is larger, denser, and able to transmit higher-fidelity information at greater speed. With the rise of the digital age, this social network is increasingly coupled to algorithms that create unprecedented feedback effects.
Insight from across academic disciplines demonstrates that past and present changes to our social networks will have functional consequences across scales of organization. Given that the impacts of communication technology will transcend disciplinary lines, the scientific response must do so as well. Unsafe adoption of technology has the potential to both threaten wellbeing in the present and have lasting consequences for sustainability. Mitigating risk to ourselves and posterity requires a consolidated, crisis-focused study of human collective behavior.
Such an approach can benefit from lessons learned in other fields, including climate change and conservation biology, which are likewise required to provide actionable insight without the benefit of a complete understanding of the underlying dynamics. Integrating theoretical, descriptive, and empirical approaches will be necessary to bridge the gap between individual and large-scale behavior. There is reason to be hopeful that well-designed systems can promote healthy collective action at scale, as has been demonstrated in numerous contexts including the development of open-sourced software, curating Wikipedia, and the production of crowd-sourced maps. These examples not only provide proof that online collaboration can be productive, but also highlight means of measuring and defining success. Research in political communications has shown that while online movements and coordination are often prone to failure, when they succeed, the results can be dramatic. Quantifying benefits of online interaction, and limitations to harnessing these benefits, is a necessary step toward revealing the conditions that promote or undermine the value of communication technology.
