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Hi Chuck An interesting article, and it raises a good point that we should see things from the positive flip-side more often. However, the fact is that our behavioural processes include conserving energy (reducing mental and physical effort) e.g. by the devaluing of proposed change, or by more creative delegation of the required effort. Why change if we can just go with the flow. It is easier to follow general social habits and gain a greater sense of belonging than consider attempting something as challenging as to change other people's behaviours and risk possible alienation. It's not that we don't care, well some maybe, but if we don't practice changing, or change-agency, it just seems, well, like something best left till another day. This is what the health and wellbeing, and the sustainability promoters amongst us are constantly up against, in seeking to change behaviours and develop a more realistic and responsible culture. Oh hang it, it really is easier to keep going the way we are, in our social network, even if we do appreciate it cannot be sustainable. It doesn't seem worth the grief, life's too demanding as it is, with information overload and so many choices to occupy us, and keep us distracted. Some of us are however more confident and exercised to swim against or across the flow, watching and looking to change and to change others, with some successes; looking for new patterns of opportunity for change that start off by going with the flow but become redirective. We have to find realistic ways of 'baiting' people towards change by letting them 'pre-experience' the benefits, with benefits that outweigh the investment in effort. Regards Kev Dr. Kev Hilton Head of Research The Centre for Design Research School of Design City Campus East Northumbria University Newcastle upon Tyne NE1 8ST UK 0191 243 7340 [log in to unmask] http://northumbria.ac.uk/experts/kevinhilton -----Original Message----- From: PhD-Design - This list is for discussion of PhD studies and related research in Design [mailto:[log in to unmask]] On Behalf Of Charles Burnette Sent: 29 September 2009 15:10 To: [log in to unmask] Subject: Social networks Dear Colleagues: Those interested in the power, effects and uses of social networks should be interested in the following: http://scienceblogs.com/cortex/?utm_source=bloglist&utm_medium=dropdown (You can also reach this through scienceblogs.com then choose the blog The Frontal Cortex) The post by Jonah Lehrer was titled Social Determinism and posted September 28, 2009. Be sure to click on the highlighted essay to access the original story about the Framingham Study. Well worth it. Chuck