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For what it’s worth, there is good historical (and contemporary) evidence that people have always learned cultural practices from one another, instead of it being purely transmitted by conquest or force. A fairly elementary example is the extremely rapid spread of crops in the Columbian Exchange, a slightly deeper cut is Japan’s conscious and discerning importation of Western norms post-Meiji Restoration, and a perhaps controversial take is that cargo cults were (are?) an ineffective attempt to learn Western practices.
This would roughly be your “virus” case of horizontal transmission. But what I think your model misses is how and why people transmit cultural knowledge, and how the selection effects work mechanically. I believe that this is through conscious recognition of tangible outcomes that can be hypothetically correlated with the practice for positive selection, and implicit comprehension of norms on their own terms for retention of behavior. In plain language, you pick a practice up either because it’s doing something good for someone else or because it’s just the way things are done. Let’s call the first case adaptation and the second retention.
Every practice has its price. There’s a cost for following it instead of doing something else, including doing nothing at all. It also has a certain legibility to it. Using a certain spice in one’s cooking obviously and visibly changes the flavor, but increasingly complex crop rotation schemes will only show their merit on the order of years. Superior military practice can only demonstrate its worth in the event of a war. Finally, there is a magnitude to what the practice will do for you. Diminishing returns are always an issue.
So for adaptation to occur, you need the perceived advantage of a new practice, inclusive of how confident you are that the practice causes the advantage, to significantly exceed the cost of adapting the new practice.
Meanwhile, retention just works like any old social pressure. If you don’t do this, you aren’t cool. The power of retention is in proportion to the power and influence of the normative group over you.
Back to the actual meat of the subject. Right now, I would argue that the following propositions obtain:
Back to adaptation. What people these days see is not a minefield of viscerally bad outcomes with cultural guardrails, or obviously superior external groups to learn from if one is not to fall behind. Instead, they see a more-or-less flat floor of outcomes with a huge amount of outdated rules that are visibly being broken to the pleasure and advantage of the rulebreakers. Cultural norms around how to get the most visible pleasure spread like wildfire, and there are clear reasons given for why the old ways are outdated. Nothing immediately and unignorably bad happens to the people who adopt these practices, so the change keeps spreading. Debt, drugs, sexual liberation, obsessive hobbies, and so on.
Meanwhile, a massive proportion of cultural practices are exported as part of a social-political program by the cultured urban elite. These have some basis in people’s preferences, but their spread is almost totally disconnected from these preferences, and is instead based in political maneuvering within this class. It’s effectively fashionable beliefs.
And finally, and most critically, most of the bad outcomes from these practices only manifest on a multigenerational basis. The fertility crisis will only really come to a head as the older people keeping the lights on retire or lose the capacity to handle their work. A life of solitude or sexual misconduct only really comes calling when you get old with no younger family to take care of you. Unproductive behavior only starts incurring costs when it spreads so far that bare minimum upkeep becomes infeasible and the pre-existing infrastructure crumbles - like an ill-cared-for house.
So my analysis would be, at this very moment we are coming down the tail end of a very unrepresentative and culturally dysgenic era. The selective pressures were encouraging bad behavior for around sixty years, and have incurred some major costs. Some of those bills are already coming for repayment, and the younger generations are starting to flail around for superior cultural practices. Some will likely not come fully due for decades to come, and will cause their own crises. But there is some intelligence behind this, and it can be directed. People are already trying to direct it. The problem is just that the outcomes we need to see are another sixty years away. So until then, the best we can do is proceed with discernment, wisdom, and most of all, faith.
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