Gossip existed long before social media. Prior to tweets having the power to ruin reputations, hushed conversations accomplished the same task effectively—sometimes with more lethal accuracy. It inflamed the hysteria of the Salem Witch Trials and has often served as the underlying theme in numerous tales where mischievous acts conceal moral corruption. Yet, gossip has also served as a critical tool, fostering opposition, uniting groups, and gathering backing for social justice initiatives globally.
Throughout history, gossip has simultaneously functioned as both a social adhesive and a destructive force. It also possesses a much more ordinary aspect—serving as the material for our everyday discussions. According to certain estimates, over 65% of our conversations revolve around other individuals. The narratives we share about others help to enliven the monotony of daily existence. This clarifies why Page Six attracts 21 million monthly readers and why a whole generation of teenagers (including myself) found entertainment in the dramatic troubles of Gossip Girl.
The widespread nature of our gossiping habits represents an obvious paradox: how can we so readily disseminate private details, frequently concerning acquaintances, without the person being discussed ever learning about it? Our recent paper, featured in Nature Human Behaviour, revealed the solution to this inquiry.
First, let’s examine the extent of the challenge. To forecast information dissemination, one must gauge its potential movement within a social network—extending beyond immediate friends to friends of friends, and so forth. Social networks commonly encompass hundreds of individuals, boasting tens of thousands of potential links. Ascertaining the trajectory of a rumor requires calculating which among numerous pathways it might follow. This entails an immense amount of cognitive processing. Nevertheless, humans seemingly accomplish this with ease before divulging information.
Captivated by this enigma, my research group at Brown University, spearheaded by graduate student Alice Xia, conducted a series of investigations to ascertain how individuals manage such a remarkable achievement.
Our initial step involved crafting a sequence of laboratory experiments employing small, simulated social networks. Participants observed pairs of individuals interacting—each interaction signifying a friendship—and gradually constructed a cognitive representation of the network, akin to how we connect various streets to form a complete neighborhood map. As participants collected data regarding who was friends with whom, they started to deduce who had many connections, who was more isolated, and who was widely favored and prominent.
Subsequently, we requested participants to transmit details to others while ensuring it wouldn’t reach the subject of the rumor. Our findings were remarkable. Individuals monitored two crucial, non-directly observable characteristics of the network. Firstly, they observed the proximity of the target to their discussion counterpart. Secondly, they considered the popularity of their discussion counterpart. Participants engaged in the least gossip with individuals close to the target—particularly if those individuals were well-known—and gossiped most with those who were both popular and socially removed from the target. Put differently, people instinctively employed popularity and distance to gauge the potential spread of information.
Our study illustrates how rumor transmission functions within smaller networks. What occurs in actual scenarios where a network comprises hundreds of individuals? In natural settings, comprehending every relationship surrounding you is almost unfeasible, and tracing the potential path of gossip presents a significant cognitive hurdle. Among Brown University’s freshman cohort, we documented friendships and then prompted students to predict which classmates might hear a particular rumor based on its origin point. Even within these extensive, real-world networks, students developed cognitive maps that incorporated the two primary attributes: an individual’s popularity and their distance from the gossip’s subject. These mental constructs aided them in estimating the probable trajectory of rumor dissemination.
Preventing gossip from reaching unintended recipients might appear to demand considerable effort, yet the repercussions of missteps are severe. I recently completed Edith Wharton’s novel House of Mirth, a story where standing is power and gossip serves as the unrecognized antagonist, upholding the strict conventions of New York high society while ruining its unconventional protagonist, Lily Bart. Lily represents a cautionary narrative illustrating how one’s existence can be dismantled by clandestine whispers if one fails to master the art of strategic gossiping. The capacity to engage in gossip effectively and with such exactitude underscores the brain’s intricacy—an inherent capability, not a defect.
Despite its negative portrayal, gossip is not a personal failing. Instead, it functions as a potent mental instrument enabling our minds to assess social hazards akin to a chess grandmaster, anticipating several moves in advance. Consequently, we must cease perceiving gossip as a moral shortcoming and instead acknowledge it as a form of social acumen, a crucial proficiency for navigating interactions, public images, and the dissemination of data in contemporary society. Engaging in gossip judiciously is not merely more intelligent than commonly assumed—it is fundamental for thriving socially.
