In 2019, a rare and shocking event in the Malaysian peninsula town of Ketereh grabbed international headlines. Nearly 40 girls age 12 to 18 from a religious school had been screaming inconsolably, claiming to have seen a “face of pure evil,” complete with images of blood and gore.
Experts believe that the girls suffered what is known as a mass psychogenic illness, a psychological condition that results in physical symptoms and spreads socially – much like a virus.
I’m a social and behavioral scientist within the field of public health. I study the ways in which individual behavior is influenced by prevailing social norms and social network processes, across a wide range of behaviors and contexts. Part of my work involves figuring out how to combat the spread of harmful content that can shape our behavior for the worse, such as misinformation.
Mass psychogenic illness is not misinformation, but it gives researchers like me some idea about how misinformation spreads. Social connections establish pathways of influence that can facilitate the spread of germs, mental illness and even behaviors. We can be profoundly influenced by others within our social networks, for better or for worse.
The spreading of social norms
Researchers in my field think of social norms as perceptions of how common and how approved a specific behavior is within a specific network of people who matter to us.
These perceptions may not always reflect reality, such as when people overestimate or underestimate how common their viewpoint is within a group. But they can influence our behavior nonetheless. For many, perception is reality.
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