One of the problems that the “social” scientists have historically had is the lack of empirical evidence and data necessary either to support, reject, or modify their theories of human behavior. The July 24th issue of New Scientist contains a story reporting a source of such data – the internet and the world electronic communications net, both of which track large numbers of people and their behavior.
In one on-line tracking experiment involving 14,000 people, dealing with the popularity of music downloads, the researchers investigated the influence of excellence and of “popularity.” Their results showed, unsurprisingly to me, at least, that recordings that listeners rated as good in terms of quality rarely did poorly and those rated as poor seldom did well. But… when listeners were able to see how others rated a recording, termed “social influence,” the popularity of some “good” recordings soared, often wildly, and the popularity of “poor” recordings declined even more. In addition, the researchers concluded that, when social influence is a factor, accidents as much as true quality determined which songs were at the top of the chart… and that herd instinct played a significant factor in amplifying the effect of those accidents.
While no research to date has apparently been published focusing on book sales, this early research on social influence tends to support my own observations – that the bottom-line requirement for success as a writer is to be able to write well. Beyond that, how popular a writer is depends largely on crowd dynamics and social influence.
Certain writers have been able to create some of that influence through blogs and Twitter, but those who have are [sorry to say, for all their efforts] the beneficiaries of luck and timing as much as anything else, because for every writer who has been able to generate such “social influence” there are scores who’ve gone through the same steps, some offering better “quality” and some offering less, who’ve not been anywhere near as successful. In short, “wild” success still remains a crap-shoot, but pretty much any sort of success remains dependent on at least competency in writing and story-telling.
What the research doesn’t address to date, and probably never will be able to address, even with the wealth of information on the internet, is how closely reader or listener perceptions of how good something is tracks actual excellence, given the subjectivity involved in assessing such excellence. I’ve noticed, for example, that there’s a definite difference in reader perceptions of my books, as manifested in reader reviews, between the reviews on the Amazon Canada, the Amazon UK, and the Amazon.com sites.
The other question, given the growing role of “social influence” created by on-line social communities, Twitter, and by reader reviews on sites such as Amazon.com and BarnesandNoble.com, is how long excellence, as opposed to being “not terrible,” will even matter. Certainly, in popular vocal music the overall technical quality of singers is on average far lower than it was sixty years ago, and back then the singers didn’t have the electronic “correction” technologies now available in every recording studio. Admittedly, the performance spectacle element of pop music concerts and music videos can be awesome, and that’s not surprising, not with the ever-greater emphasis on the visual, but does this mean that manga and anime will continue to elbow out “real” books in bookstores and other book outlets?
Given the factors of excellence, visual appeal, and social influence, I’m getting the feeling that quality [not even excellence] is coming in last in determining what books are published and how well they sell. But then, excellence has always tended to be last. It just wasn’t that far back a century ago.




