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"In the early years of the Reformation expressing support for Luther’s views, through preaching, recommending a pamphlet or singing a news ballad directed at the pope, was dangerous. By stamping out isolated outbreaks of opposition swiftly, autocratic regimes discourage their opponents from speaking out and linking up.

A collective-action problem thus arises when people are dissatisfied, but are unsure how widely their dissatisfaction is shared, as Zeynep Tufekci, a sociologist at the University of North Carolina, has observed in connection with the Arab spring.

The dictatorships in Egypt and Tunisia, she argues, survived for as long as they did because although many people deeply disliked those regimes, they could not be sure others felt the same way. Amid the outbreaks of unrest in early 2011, however, social-media websites enabled lots of people to signal their preferences en masse to their peers very quickly, in an “informational cascade” that created momentum for further action.

The same thing happened in the Reformation. The surge in the popularity of pamphlets in 1523-24, the vast majority of them in favour of reform, served as a collective signalling mechanism.

As Andrew Pettegree, an expert on the Reformation at St Andrew’s University, puts it in “Reformation and the Culture of Persuasion”, “It was the superabundance, the cascade of titles, that created the impression of an overwhelming tide, an unstoppable movement of opinion…Pamphlets and their purchasers had together created the impression of irresistible force.”

Although Luther had been declared a heretic in 1521, and owning or reading his works was banned by the church, the extent of local political and popular support for Luther meant he escaped execution and the Reformation became established in much of Germany.

Modern society tends to regard itself as somehow better than previous ones, and technological advance reinforces that sense of superiority. But history teaches us that there is nothing new under the sun.

Robert Darnton, an historian at Harvard University, who has studied information-sharing networks in pre-revolutionary France, argues that “the marvels of communication technology in the present have produced a false consciousness about the past—even a sense that communication has no history, or had nothing of importance to consider before the days of television and the internet.”

Social media are not unprecedented: rather, they are the continuation of a long tradition. Modern digital networks may be able to do it more quickly, but even 500 years ago the sharing of media could play a supporting role in precipitating a revolution.

Today’s social-media systems do not just connect us to each other: they also link us to the past."

The Economist, How Luther went viral. Social media in the 16th Century (17 dec 2011)