A Cultural Evolution Approach to Digital Media

On the connection between creativity and aesthetics

Within cognitive psychology, there are separate experimental fields devoted to the study of creativity, on the one hand, and aesthetics, on the other, with virtually no cross-talk between them. In this article, I propose a means of uniting creativity and aesthetics via a consideration of the mechanisms of cultural evolution. I call this the creativity/aesthetics cycle. The basic tenet of the model is that creativity and aesthetics mediate, respectively, the processes of variation (production) and selection (perception or consumption) in evolutionary models of culture. By means of this cycle, creators produce works that they hope will be evaluated positively by consumers, where such appraisals ultimately feed back to influence the subsequent decision-making processes of creators. I discuss the implications of this model for the fields of creativity and aesthetics.

Formalising prestige bias: Differences between models with first-order and second-order cues

Knowledge and behaviour are transmitted from one individual to another through social learning and eventually disseminated across the population. People often learn useful behaviours socially through selective bias rather than random selection of targets. Prestige bias, or the tendency to selectively imitate prestigious individuals, has been considered an important factor in influencing human behaviour. Although its importance in human society and culture has been recognised, the formulation of prestige bias is less developed than that of other social learning biases. To examine the effects of prestige bias on cultural evolution theoretically, it is imperative to formulate prestige and investigate its basic properties. We reviewed two definitions: one based on first-order cues, such as the demonstrator's appearance and job title, and the other based on second-order cues, such as people's behaviour towards the demonstrator (e.g. people increasingly pay attention to prestigious individuals). This study builds a computational model of prestige bias based on these two definitions and compares the cultural evolutionary dynamics they generate. Our models demonstrate the importance of distinguishing between the two types of formalisation, because they can have different influences on cultural evolution.

Perceived experts are prevalent and influential within an antivaccine community on Twitter

Perceived experts (i.e. medical professionals and biomedical scientists) are trusted sources of medical information who are especially effective at encouraging vaccine uptake. The role of perceived experts acting as potential antivaccine influencers has not been characterized systematically. We describe the prevalence and importance of antivaccine perceived experts by constructing a coengagement network of 7,720 accounts based on a Twitter data set containing over 4.2 million posts from April 2021. The coengagement network primarily broke into two large communities that differed in their stance toward COVID-19 vaccines, and misinformation was predominantly shared by the antivaccine community. Perceived experts had a sizable presence across the coengagement network, including within the antivaccine community where they were 9.8% of individual, English-language users. Perceived experts within the antivaccine community shared low-quality (misinformation) sources at similar rates and academic sources at higher rates compared to perceived nonexperts in that community. Perceived experts occupied important network positions as central antivaccine users and bridges between the antivaccine and provaccine communities. Using propensity score matching, we found that perceived expertise brought an influence boost, as perceived experts were significantly more likely to receive likes and retweets in both the antivaccine and provaccine communities. There was no significant difference in the magnitude of the influence boost for perceived experts between the two communities. Social media platforms, scientific communications, and biomedical organizations may focus on more systemic interventions to reduce the impact of perceived experts in spreading antivaccine misinformation.

Evolution and sustainability: gathering the strands for an Anthropocene synthesis

How did human societies evolve to become a major force of global change? What dynamics can lead societies on a trajectory of global sustainability? The astonishing growth in human population, economic activity and environmental impact has brought these questions to the fore. This theme issue pulls together a variety of traditions that seek to address these questions using different theories and methods. In this Introduction, we review and organize the major strands of work on how the Anthropocene evolved, how evolutionary dynamics are influencing sustainability efforts today, and what principles, strategies and capacities will be important to guide us towards global sustainability in the future. We present a set of synthetic insights and highlight frontiers for future research efforts which could contribute to a consolidated synthesis. This article is part of the theme issue 'Evolution and sustainability: gathering the strands for an Anthropocene synthesis'.

The role and influence of perceived experts in an anti-vaccine misinformation community

The role of perceived experts (i.e., medical professionals and biomedical scientists) as potential anti-vaccine influencers has not been characterized systematically. We describe the prevalence and importance of anti-vaccine perceived experts by constructing a coengagement network based on a Twitter data set containing over 4.2 million posts from April 2021. The coengagement network primarily broke into two large communities that differed in their stance toward COVID-19 vaccines, and misinformation was predominantly shared by the anti-vaccine community. Perceived experts had a sizable presence within the anti-vaccine community and shared academic sources at higher rates compared to others in that community. Perceived experts occupied important network positions as central anti-vaccine nodes and bridges between the anti- and pro-vaccine communities. Perceived experts received significantly more engagements than other individuals within the anti- and pro-vaccine communities and there was no significant difference in the influence boost for perceived experts between the two communities. Interventions designed to reduce the impact of perceived experts who spread anti-vaccine misinformation may be warranted.

Cultural evolution from the producers' standpoint

Standard approaches to cultural evolution focus on the recipients or consumers. This does not take into account the fitness costs incurred in producing the behaviours or artefacts that become cultural, i.e. widespread in a social group. We argue that cultural evolution models should focus on these fitness costs and benefits of cultural production, particularly in the domain of 'symbolic' culture. In this approach, cultural products can be considered as a part of the extended phenotype of producers, which can affect the fitness of recipients in a positive way (through cooperation) but also in a detrimental way (through manipulation and exploitation). Taking the producers' perspective may help explain the specific features of many kinds of cultural products.

Are accuracy discernment and sharing of COVID-19 misinformation associated with older age and lower neurocognitive functioning?

The online proliferation of COVID-19 misinformation led to adverse health and societal consequences. This study investigated possible differences in COVID-19 headline accuracy discernment and online sharing of COVID-19 misinformation between older and younger adults, as well as the role of individual differences in global cognition, health literacy and verbal IQ. Fifty-two younger (18-35 years old) and fifty older adults (age 50 and older) completed a neurocognitive battery, health literacy and numeracy measures, and self-report questionnaires via telephone. Participants also completed a social media headline-sharing experiment (Pennycook et al., Psychological science, 31(7), 770-780, 2020) in which they were presented with true and false COVID-19 headlines about which they indicated: 1) the likelihood that they would share the story on social media; and 2) the factual accuracy of the story. A repeated measures multivariate analysis of variance controlling for gender and race/ethnicity showed no effects of age (p = .099) but a significant interaction between actual COVID-19 headline accuracy and the likelihood of sharing (p < .001), such that accuracy was more strongly related to sharing false headlines (r = -.64) versus true headlines (r = -.43). Moreover, a higher likelihood of sharing false COVID-19 headlines was associated with lower verbal IQ and numeracy skills in older adults (rs = -.51--.40) and with lower verbal IQ, numeracy, and global cognition in younger adults (rs = -.66--.60). Findings indicate that headline accuracy judgements, numeracy, and verbal IQ are important contributors to sharing COVID-19 misinformation in both older and younger adults. Future work might examine the benefits of psychoeducation for improving health and science literacy for COVID-19.

Supplementary Information

The online version contains supplementary material available at 10.1007/s12144-023-04464-w.

Electronic media and social features of language input in bilingually-raised Latinx infants

The present study examines the language environments of bilingually-raised Latinx infants (n = 37) to characterize the relation between exposure to electronic media and infants' language input, with a specific focus on parentese, a near-universal style of infant-directed speech, distinguished by its higher pitch, slower tempo, and exaggerated intonation. Previous research shows that parentese and parent-infant turn-taking are both associated with advances in children's language learning. Here we test the hypothesis that exposure to electronic media is associated with a reduction in these two social features of language input. Using the Language Environment Analysis (LENA) technology, two daylong audio recordings were collected from each family. Exposure to electronic media was measured in three ways: 1) Through LENA's automatic estimate; 2) Through manual annotation of LENA audio recordings; and 3) Through a parental questionnaire. Language of electronic media, parental language input, and child language output were quantified through automatic and manual analyses of LENA recordings. Infants' estimated daily exposure to electronic media varied between the three methods used. There was a significant positive correlation between daily media exposure assessed via the two observational methods, but neither significantly correlated with parental report. Infants experienced electronic media in Spanish and English, and the language of electronic media correlated with the language of paternal and maternal child-directed speech. Linear regression analyses controlling for demographics (infant age, sex, socioeconomic status) demonstrated a negative association between exposure to electronic media and parentese, as well as between exposure to electronic media and turn-taking. Exposure to electronic media was also negatively associated with infants' linguistic vocalizations. The present findings suggest that exposure to electronic media negatively impacts infant vocal activity by reducing parental parentese and parent-infant turn-taking, which are known to positively impact infants' linguistic, socioemotional, and cognitive development. This analysis is an important step forward in understanding Latinx infants' electronic media ecologies and their relation to language input and language development.

Digital environment: An evolutionary component in environmental health

The COVID-19 pandemic has hastened the progress of digitalization where the public is forced to embrace paradigm shifts on how we function in a digital society. The way we work, learn, live, and play daily has drastically changed with the revolution of digital systems from their analog predecessor. This transformation warrants the digital environment as a social determinant of health. It comprises the whole continuum from the tangible aspects of the computing devices, their programing and information system, the network technologies connecting them, and the product of interactivity between people to people and people to the digital interface. Despite permeating the everyday life of each level of society, the digital environment has yet to be scrutinized comprehensively in terms of health. A review of the literature produces fragmented results where different specialties within and beyond the medical field lay claim to the various aspects of digitalization. We proposed five domains within the digital environment namely digital transformation, digital health, digital technology, digital identity, and digital media that exerts diversified pressure on the digital environment through human activities. Their subjacent linkage to human health and environmental impact is further discussed by using the DPSEEA framework. Challenges that crossed all domains were discussed including the widening gap of inequalities secondary to the limited availability of, and accessibility to digitalization. Considering the rapid speed at which we propel to a fully immersive virtual world, a timely transformation of environmental health to include the digital environment as part of its main components is inevitable.

Cultural Evolution and Digital Media: Diffusion of Fake News About COVID-19 on Twitter

Disinformation (fake news) is a major problem that affects modern populations, especially in an era when information can be spread from one corner of the world to another in just one click. The diffusion of misinformation becomes more problematic when it addresses issues related to health, as it can affect people at both the individual and population levels. Through the ideas proposed by cultural evolution theory, in this study, we seek to understand the dynamics of disseminating messages (cultural traits) with untrue content (maladaptive traits). For our investigation, we used the scenario caused by the Coronavirus Disease 2019 (COVID-19) pandemic as a model. The instability caused by the pandemic provides a good model for the study of adapted and maladaptive traits, as the information can directly affect individual and population fitness. Through data collected on the Twitter platform (259,176 tweets) and using machine learning techniques and web scraping, we built a predictive model to analyze the following questions: (1) Is false information more shared? (2) Is false information more adopted? (3) Do people with social prestige influence the dissemination of maladaptive traits of COVID-19? We observed that fake news features contained in messages with false information were shared and adopted as unblemished messages. We also observed that social prestige was not a determining factor for the diffusion of maladaptive traits. Even with the ability to allow connections between individuals participating in social media, some factors such as attachment to cultural traits and the formation of social bubbles can favor isolation and decrease connectivity between individuals. Consequently, in the scenario of isolation between groups and low connectivity between individuals, there is a reduction in cultural exchange between people, which interferes with the dynamics of the selection of cultural traits. Thus, maladaptive (harmful) traits are favored and maintained in the cultural system. We also argue that the local Brazilian cultural context can be a determining factor for maintaining maladaptive traits. We conclude that in an unstable (pandemic) scenario, the information transmitted on Twitter is not reliable in relation to the increase in fitness, which may occur because of the low cultural exchange promoted by the personalization of the social network and cultural context of the population.

Supplementary Information

The online version contains supplementary material available at 10.1007/s42979-021-00836-w.

Polio vaccine misinformation on social media: turning point in the fight against polio eradication in Pakistan

Pakistan's polio eradication program faces immense challenges, including misinformation on social media that resulted in an increased number of new polio cases in 2019, when viral misleading videos were shared online. In recent years, misinformation has played a critical role in shifting the public's attitude on polio vaccination acceptance in Pakistan. Vaccine misinformation on social media marked a turning point in information consumption habits of Pakistanis and the content moderation policies of social media platforms, as well as the relationship between the government of Pakistan and tech giants like Facebook, Google, and Twitter. This commentary suggests that instead of relying on national-level information, Pakistan's provincial and local health departments should engage with local users on social media to correct vaccine misinformation about polio. Further, vaccine communication must acknowledge the existing information gaps, and take into account readers' and viewers' concerns. To mitigate the amount and spread of visual content related to vaccine misinformation, monitoring visual misinformation more closely, perhaps using the AI capabilities of Google's DeepMind, would be helpful.

Media exposure and language experience: Examining associations from home observations in Mexican immigrant families in the US

The current exploratory study describes exposure to digital media in young children from Mexican immigrant homes and its association with language input and output. Using multiple recordings of children's home environments, we report on the rate (i.e., percentage of total recording time), language (Spanish or English), and type (adult- or child-directed programming) of auditory media exposure in toddlers under three years of age (N = 30; M_age = 20;3 months). We also examine total adult words and adult-child conversational turns, as indicators of child language input, and the number of child language vocalizations as a measure of early language development. Findings showed that digital media comprised approximately 14 % of the child language environment that families selected to record, with wide variability observed. Children were more likely to be exposed to media in Spanish than English and adult-directed than child-directed programming. Children's general media exposure was negatively associated with the amount of children's vocalizations and conversational turns but not the quantity of adult words in the environment, suggesting that the relation between media exposure and child language development is likely not mediated by a general decrease in adult input in Mexican immigrant homes. Instead, media exposure may decrease opportunities for children to engage in conversation and practice language expression, both critical mechanisms for successful language acquisition. Selection of child-directed programming may encourage child vocalizations but is less likely to be in Spanish in these homes, which may reduce opportunities for engagement with Spanish-dominant adults. Together these findings provide a window into the nature of media exposure in children from Mexican immigrant homes and into the associations between media and language input and output. Directions for future research are discussed.

How evolutionary behavioural sciences can help us understand behaviour in a pandemic

The COVID-19 pandemic has brought science into the public eye and to the attention of governments more than ever before. Much of this attention is on work in epidemiology, virology and public health, with most behavioural advice in public health focusing squarely on 'proximate' determinants of behaviour. While epidemiological models are powerful tools to predict the spread of disease when human behaviour is stable, most do not incorporate behavioural change. The evolutionary basis of our preferences and the cultural evolutionary dynamics of our beliefs drive behavioural change, so understanding these evolutionary processes can help inform individual and government decision-making in the face of a pandemic. Lay summary: The COVID-19 pandemic has brought behavioural sciences into the public eye: Without vaccinations, stopping the spread of the virus must rely on behaviour change by limiting contact between people. On the face of it, "stop seeing people" sounds simple. In practice, this is hard. Here we outline how an evolutionary perspective on behaviour change can provide additional insights. Evolutionary theory postulates that our psychology and behaviour did not evolve to maximize our health or that of others. Instead, individuals are expected to act to maximise their inclusive fitness (i.e, spreading our genes) - which can lead to a conflict between behaviours that are in the best interests for the individual, and behaviours that stop the spread of the virus. By examining the ultimate explanations of behaviour related to pandemic-management (such as behavioural compliance and social distancing), we conclude that "good of the group" arguments and "one size fits all" policies are unlikely to encourage behaviour change over the long-term. Sustained behaviour change to keep pandemics at bay is much more likely to emerge from environmental change, so governments and policy makers may need to facilitate significant social change - such as improving life experiences for disadvantaged groups.

Transmission of disorder and etiological information: Effects on health knowledge recollection and health-related cognition

Biased transmission of health knowledge has far-reaching effects on information reproduction and health-related cognitions. We examined whether transmissions of different types of disorder and etiological information influence recollections of health knowledge and evaluations of patients, by simulating the digital transmission of information. Transmission chains of four non-interacting persons (i.e., four generations) were formed. The first generation read three vignettes describing fictitious patients with one of three disorders (physiological, psychological, culture-bound) uniquely paired with one of three etiologies (genetic, environmental, unknown etiology). Next, they evaluated patients’ well-being, rated desired social distance, and recalled the vignettes. These written recollections replaced the original vignettes for a second-generation of participants, whose recollections were used for the third generation and so on. The framing of disorders affected recollections of etiology, in which culture-bound framings resulted in the poorest recall of etiologies. Participants also perceived the culture-bound disorder as the least serious but desired the most social distance from patients diagnosed with it, when compared to other disorders. The study showed that health information is selectively attended to and reproduced, possibly affected by perceived self-relevance. Faulty recollections and framing of disorders affect health cognitions, potentially instigating biased transmission of disorder- and patient-related narratives.

Cultural transmission modes of music sampling traditions remain stable despite delocalization in the digital age

Music sampling is a common practice among hip-hop and electronic producers that has played a critical role in the development of particular subgenres. Artists preferentially sample drum breaks, and previous studies have suggested that these may be culturally transmitted. With the advent of digital sampling technologies and social media the modes of cultural transmission may have shifted, and music communities may have become decoupled from geography. The aim of the current study was to determine whether drum breaks are culturally transmitted through musical collaboration networks, and to identify the factors driving the evolution of these networks. Using network-based diffusion analysis we found strong evidence for the cultural transmission of drum breaks via collaboration between artists, and identified several demographic variables that bias transmission. Additionally, using network evolution methods we found evidence that the structure of the collaboration network is no longer biased by geographic proximity after the year 2000, and that gender disparity has relaxed over the same period. Despite the delocalization of communities by the internet, collaboration remains a key transmission mode of music sampling traditions. The results of this study provide valuable insight into how demographic biases shape cultural transmission in complex networks, and how the evolution of these networks has shifted in the digital age.

Pursuing Darwin's curious parallel: Prospects for a science of cultural evolution

In the past few decades, scholars from several disciplines have pursued the curious parallel noted by Darwin between the genetic evolution of species and the cultural evolution of beliefs, skills, knowledge, languages, institutions, and other forms of socially transmitted information. Here, I review current progress in the pursuit of an evolutionary science of culture that is grounded in both biological and evolutionary theory, but also treats culture as more than a proximate mechanism that is directly controlled by genes. Both genetic and cultural evolution can be described as systems of inherited variation that change over time in response to processes such as selection, migration, and drift. Appropriate differences between genetic and cultural change are taken seriously, such as the possibility in the latter of nonrandomly guided variation or transformation, blending inheritance, and one-to-many transmission. The foundation of cultural evolution was laid in the late 20th century with population-genetic style models of cultural microevolution, and the use of phylogenetic methods to reconstruct cultural macroevolution. Since then, there have been major efforts to understand the sociocognitive mechanisms underlying cumulative cultural evolution, the consequences of demography on cultural evolution, the empirical validity of assumed social learning biases, the relative role of transformative and selective processes, and the use of quantitative phylogenetic and multilevel selection models to understand past and present dynamics of society-level change. I conclude by highlighting the interdisciplinary challenges of studying cultural evolution, including its relation to the traditional social sciences and humanities.