Change

the most consequential forms of bias are not in people’s heads, but rather in their social networks.

legitimacy barrier. • Excitement: Some innovations and behaviors are appealing only when people are emotionally energized by one another.

The third and final piece of the puzzle is network centralization.

that sending repeated messages from a single source did not work. The crucial factor for the spread of these memes was not whether people received the same message multiple times, but whether they received the message from multiple sources.

Our findings showed that the cause of this intergroup enmity is not the interactions themselves, but how those interactions are framed. On social media, people interact within a sea of videos and images that remind them that the world is polarized. Party logos, political icons, and viral memes fill the Twittersphere with images that frame people’s

bridges across groups can facilitate learning and mutual understanding, but only when these interactions are framed in a way that makes diverse participants relevant to each other.

clustering preserves diversity. Not demographic diversity. But informational diversity.

Credibility: Some innovations encounter skepticism about their effectiveness or safety.

Each of these barriers to adoption can be overcome by social reinforcement.