Why Do People Become Modern? A Darwinian Explanation

A procession of cultural changes, often referred to as “modernization,” is initiated as a society undergoes economic development. But cultural change continues to be rapid in societies that industrialized several generations ago. Much of the change in both developed and developing societies is a progressive abandonment of the norms, values, and beliefs that encourage behavior consistent with the pursuit of genetic fitness. The kin influence hypothesis suggests that these changes are part of a cultural evolutionary process initiated by the replacement of largely kin‐based communities with social groups consisting largely of non‐kin. Kin have an interest in encouraging one another to behave in ways consistent with the pursuit of reproductive success, and a high level of social exchange between kin will tend to maintain norms that prescribe such behaviors. When social exchange between kin is reduced, these norms begin to relax. Cross‐national comparisons of measures that reflect attitudes and behavior support the hypothesis by showing that cultural differences between countries can be substantially explained by their position on a cultural continuum that begins with social networks widening so that they become less kin‐based.