Information Cascade

Look deeper into the concept of a “information cascade.” Can you cite an example of where following the actions of others was a sound idea? Where doing so ended up being a poor choice?


"Information cascade" is the term used to describe situations where a person or group of people observes the actions of another and decides to take those actions themselves because they perceive little threat. It is described by Clay Shirky in chapter 7 of "Here Comes Everybody" and is linked to shared/social awareness. Shirky describes shared awareness as having three levels: "when everybody knows something, when everybody knows hat everybody knows, and when everybody knows that everybody knows that everybody knows" (163). It allows groups to work together efficiently because you can see what's going on around you and make decisions based on what you observe and know others have observed/concluded. Shirky states that technology has limited the number of hurdles to this kind of organization. Like with flash mobs, one person texts that they're going to a department store so others hear about it and join. Then flash mobs for entertainment appear across the US because the word got around it happened once without repercussions.

I was in New Orleans a few years ago on a mission trip. Most of our group was outside getting ready to load into the cars to go get dinner, when a cop drove by on the street many yards away with his sirens while another cop yelled out of the car with a bull horn. I didn't hear him and neither did the few people around me, but others that were closer did and began running towards the church we were staying in. As they were running some of the leaders called the others inside and told them to stay where they were. I did what everyone else was doing because they were doing it. Those inside stayed inside not because they knew what was going on but because they knew we were all coming in too. Those of us who didn't hear the police found out shortly that there was a suspected shooting a couple houses down. In this situation I think it is important to follow the actions of others because they knew more of what was happening.

One example of when following the actions of others can be a poor choice is when it comes to speeding on the highway. If everyone around you is, it's so easy to start driving five, then ten, then maybe fifteen above the speed limit. They haven't gotten caught, nor are there any accidents, so it seems like a fine decision to make. Nine times out of ten nothing does happen, but there's always that chance you could get pulled over or in an accident. In most cases that involve breaking the law because everyone else is, I'd say it's not the best choice.