Why is this suddenly everywhere?

Key Concepts

• Frequency Illusion: The cognitive bias where, after noticing something for the first time, a person tends to notice it more often, leading to the belief it has increased in frequency.
• Cognitive Bias: Systematic patterns of deviation from norm or rationality in judgment.
• Pattern Recognition: The ability to identify meaningful patterns within data.
• Selective Attention/Filtering: The process by which the brain prioritizes and focuses on certain stimuli while ignoring others.

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Introduction: The Initial Encounter with Buzkashi

The video begins by recounting the speaker’s initial exposure to the term “buzkashi” – a Central Asian team sport played with a goat or calf carcass – through a book on mountain climbing. Remarkably, the term reappeared shortly after in an unrelated magazine article about Afghanistan. This repeated, seemingly coincidental encounter sparked the discussion of a common psychological phenomenon. The speaker poses the rhetorical question of the improbability of encountering the same obscure term twice in quick succession, framing it as an experience many viewers likely share with different concepts.

The Phenomenon: Defining the Frequency Illusion

This repeated noticing of newly learned information is identified as the “Frequency Illusion.” The video explains that this isn’t a supernatural occurrence, but a recognized cognitive bias. It’s the subjective experience of something appearing more frequently after one’s attention has been drawn to it. The speaker emphasizes that while it feels like the thing is suddenly everywhere, this is often not the case.

Brain Function: Filtering and Prioritization

The video delves into the neurological processes underlying the Frequency Illusion. The brain is described as constantly bombarded with “noise” – a vast amount of sensory input. To manage this, the brain actively filters information, flagging what it deems important and discarding the rest. This filtering process is crucial for efficient cognitive function.

The brain employs a “guessing” mechanism when encountering new information. It assesses potential importance based on various “clues” and stores information it believes might be valuable. However, the time between initial learning and subsequent encounters can be significant.

Pattern Recognition and its Evolutionary Roots

The video explains why the brain is so sensitive to perceived increases in frequency. It highlights the evolutionary importance of pattern recognition. The ability to identify patterns – such as recognizing poisonous berries – was crucial for survival. Consequently, our brains are wired to notice patterns, and when a newly learned concept appears again soon after, the brain interprets this as a significant pattern, leading to the belief that the concept is more prevalent than it actually is. The speaker states, “our brains probably evolved to notice patterns to help us avoid the poison berries or whatever.”

Coincidence in a Noise-Packed World

The core argument presented is that the Frequency Illusion is largely a result of coincidence, particularly in the context of modern life. The speaker stresses that we live in a “noise-packed” world, saturated with information. Therefore, the second exposure to a newly learned concept is often simply a random occurrence, not an indication of a genuine increase in its frequency. The brain’s pattern-seeking tendencies misinterpret this coincidence.

Synthesis: Understanding the Illusion

The video concludes by clarifying that the Frequency Illusion is a normal cognitive process stemming from the brain’s filtering mechanisms, pattern recognition abilities, and the sheer volume of information we encounter daily. It’s a misinterpretation of coincidence, driven by our innate tendency to seek meaning and patterns in the world around us. The takeaway is that while the feeling of increased frequency is compelling, it’s often an illusion created by our own cognitive processes.