Contagious diffusion is a process of cultural diffusion when an idea and practice spread rapidly throughout a population and region by people-to-people contact. Originally, contagious refers to easy and rapid disease transfer through populations such as influenza and the common cold. The fast and worldwide spread of COVID-19 is a good example of contagious diffusion. It does not follow the hierarchical diffusion process, instead of cultural spreading through person-to-person contact.
In the modern world, spreading different cultural elements such as ideas and practices has become more suitable in the interconnected world. Contagious diffusion refers to the spread of cultural elements from person to person similar to an infectious disease. The proximity and interaction of people between individuals play a major role, which generally occurs within close-knit communities with high population density.
Some Examples of Contagious Diffusion
The contagious diffusion process is very influential and strong in the diffusion of different cultural elements. Some examples of this diffusion are as follows:
1. Social movement
When it comes to accelerating social movements, contagious diffusion is essential. An idea, cause, or protest that gains traction can become viral on social media, prompting people to join or share their experiences and support. The #BlackLivesMatter movement is one recent example, which attracted attention and participation from all over the world because of social media platforms’ ability to spread the word.
2. Language and slang
Over time, as people interact and new words and expressions appear, language develops and evolves. For example, slang phrases are frequently transmitted through popular culture or within particular social groupings. Contagious diffusion occurs when non-native English speakers adopt specific English slang terminology due to exposure to and engagement with the language in a variety of media.
3. Culinary trend
A particular dish or cooking technique developed in a certain region and spread quickly to other areas through the cultural exchange of people due to migration and commercialization. Many dishes like sushi from Japan spread to other places from their origin to other areas because of migration and commercialization.
4. Internet memes
Memes are thoughts or ideas that quickly gain traction on social networking sites through remixing, sharing, and alteration. Contagious diffusion is made possible by memes’ viral nature, which occurs when people encounter them, find them funny, and spread them across their networks. Memes frequently change and adapt to many cultural contexts, demonstrating the internet culture’s capacity for contagious diffusion.
5. Music and dance
Dance forms and musical genres frequently spread from one nation or region to another. African rhythms and dance techniques made their way to the Americas, influencing the emergence of several musical genres, including jazz, reggae, and hip-hop during the transatlantic slave trade. These musical genres have influenced music scenes due to their strong cultural and historical roots.
6. Sports
Popular sports like cricket, basketball, and soccer originated in particular areas but, as they were taken up and embraced by other people worldwide, they progressively earned international recognition. Because sports culture is contagious, fans can disseminate enthusiasm, encouraging broad adoption, and worldwide tournaments.
