I recently bought a classic, cherry-finish River City hourglass. It was the first time I deliberately bought something to serve as a social object, which I’ll define as any tangible entity that can catalyze a characteristic social chemistry. In this case, the hourglass helped me tweak the ambiance of a writers meetup I run in the Washington, DC area.
I’ve wondered for years about how people connect over particular elements of their environment, ranging from water coolers and YouTube videos to parrots. We are currently in the thick of social object season: turkeys, Christmas trees, mistletoe.
Social objects are a complex idea. We need a theory that can provide a conceptual framework and vocabulary, suggest conjectures that might become laws, and distinguish between social objects and related but distinct creatures such as memes, social signals, brands and ritual objects. A good theory should also shed light on specific questions, such as “why have so many hip young American women taken up knitting in recent years?”
I am finally beginning to see the outlines of such a general theory. The first useful inference I have been able to derive is this: when communities digitize, social objects replace walls. I call this the first law of social objects. Let’s work our way up to that. (before more people yell at me… yes, this is an early beta stab at a new theme, so apologies for the length and looseness of editing).