Charles Duhigg claims successful movements grow by utilizing a three-step process involving strong and weak ties, as well as the provision of new habits.  In “From Civil Rights to Megachurches,” he cites several examples of victorious movements that practiced his ideas, but interestingly, none of them occurred after the connections of social media appeared.  How would social media impact the effectiveness of the strategy?  In my opinion, this technological advancement can help and hurt.

In terms of benefits, social media encourages the weak ties Duhigg praises, as it links people over long distances and thus brings diverse perspectives.  Elaborating on the importance of this, Duhigg quotes Harvard student Mark Granovetter, who discovered in a study that people often receive much help from acquaintances during job searches: “As Granovetter wrote, ‘Individuals with few weak ties will be deprived of information from distant parts of the social system…'” (91).  Essentially, people that stick to a small group of close friends can be somewhat isolated and may miss opportunities to join new parties as they don’t receive much peer pressure from outside their bubble; the globalization social media brings about prevents this. Online links can also help with the third part of Duhigg’s strategy: having leaders give people new identities through examples of what they should do to reflect their beliefs.  After reiterating the story of pastor Rick Warren expanding his church by getting parishioners to stick with certain habits, Duhigg concludes, “For an idea to grow beyond a community, it must become self-propelling.  And the surest way to achieve this is to give people new habits that help them figure out where to go on their own” (100).  Once people know what to do, they feel more confident in leading the charge themselves, and others will follow suit.  Social media may assist this self-propulsion by providing a quick way to reach a larger audience for the leader’s ideas.

Unfortunately, where social media promotes weak relationships and the spread of new habits, it also prevents the formation of strong ties. People nowadays tend to gravitate towards their phones and away from actual interaction.  Without her direct, close relationships created through volunteering and club participation, Rosa Parks wouldn’t have received the support needed to start the bus boycott in her name, of which Duhigg writes.

In conclusion, social media is both a blessing and curse to social change.  It can help the spread of activism through weak ties and leadership, but discourages the crucial step of strong bonds.

Works Cited

Duhigg, Charles. “From Civil Rights to Megachurches.” The Power of Habit: Why We Do What We Do in Life and Business. “Emerging.” Edited by Barclay Barrios, 3rd ed., Balford/ St. Martin’s 2016, pg.85-106