A conceptual and empirical framework for the study of online cultural evolution

More and more cultural content is being produced and transmitted online while increasing competition for limited attention likely intensifies existing selective pressures on content. Therefore, it becomes important to understand the driving forces of cultural evolution in this environment. In this paper, we present an agent-based model to capture cultural transmission dynamics online, considering characteristics of digital online environments (low-cost production, high-fidelity transmission, high individual reach) that set them apart from offline scenarios. As a case study, we report preliminary findings of a rise in clickbait style in titles across online platforms, and use our model to explain which mechanisms could give rise to this pattern. Generally, the model serves to formulate predictions against which to compare observational data and we show how online trends can be interpreted in terms of cultural evolution. This work outlines an interdisciplinary research agenda for studying and understanding cultural evolution online, with possible implications for regulating online content and designing digital environments.