Richard Dawkins is one of my “thing kings”. He sets up ‘things’ like this:
“The universe is populated by stable things. A stable thing is a collection of atoms that is permanent enough or common enough to deserve a name.
He goes on to describe two classifications of thingyness: ‘permanence’ and ‘commonality’. These translate into much nicer allegorical classifications: the mountain and the raindrop. I banged on about the mountain and the raindrop ages ago. They are convenient (and pleasant-sounding) enough to reference when talking about the creation or instigation of ideas/things that we hope will spread. The mountain is the big splash idea that we hope the world will gather around and talk about and that will last forever [good luck!]. The raindrop is the small moment we hope millions will mimic and evolve and accumulatively create something huge – and presumably wet.
The current Rage Against the X-Factor campaign is a beautiful example of a ‘raindrop idea’. It is simple to understand. It is easy to take part. Each participation is small but the net effect is huge and exciting. In fact, check this description of ideas’ ‘invading potential’ by molecular biologist Jacques Monod in his book Chance and Necessity:
‘Explain’ man. I.e. provide meaning but also express that meaning, socially, to others.
‘Assigning him his place’. I.e. Make him/her feel a part of something.
‘Immanent destiny’ (hell yeah!) This campaign definitely feels like a revolution of sorts.
And the ‘anxiety’ that will dissolve is the worry that The X-Factor’s Joe McElderry might stream from every radio over the Christmas period.
And make no mistake, the raindrops are coming down. RATM are (as I write this) just ahead of McElderry in the charts. Raindrops may not be as intimidating as mountains, but if anyone doubts their collective force, here’s a reminder of what enough of them can do:
[Update: I should explain that my intention with this post wasn't to drone on about the power of the masses. That's a bit dull. More that for anyone thinking about trying to manufacture similar success in regard to 'raindrop' ideas, the RATM 'proposal' is a great example of a highly infective one; in its simplicity, purpose and transferable social currency. Anyhoo.]
