The Economist explores social networking history with a look at Martin Luther and the Reformation. The general takeaway: “Five centuries before Facebook and the Arab spring, social media helped bring about the Reformation.”
Interesting is the how Luther’s “95 Theses” and other pamphlets spread throughout Germany and Europe:
The media environment that Luther had shown himself so adept at managing had much in common with today’s online ecosystem of blogs, social networks and discussion threads. It was a decentralised system whose participants took care of distribution, deciding collectively which messages to amplify through sharing and recommendation. Modern media theorists refer to participants in such systems as a “networked public”, rather than an “audience”, since they do more than just consume information. Luther would pass the text of a new pamphlet to a friendly printer (no money changed hands) and then wait for it to ripple through the network of printing centres across Germany.
Unlike larger books, which took weeks or months to produce, a pamphlet could be printed in a day or two. Copies of the initial edition, which cost about the same as a chicken, would first spread throughout the town where it was printed. Luther’s sympathisers recommended it to their friends. Booksellers promoted it and itinerant colporteurs hawked it. Travelling merchants, traders and preachers would then carry copies to other towns, and if they sparked sufficient interest, local printers would quickly produce their own editions, in batches of 1,000 or so, in the hope of cashing in on the buzz. A popular pamphlet would thus spread quickly without its author’s involvement.
Pamphlets and printing aside, Luther and his allies used the multimedia of the times to further spread their message. Namely, woodcuts and song.
It was not just words that travelled along the social networks of the Reformation era, but music and images too. The news ballad, like the pamphlet, was a relatively new form of media. It set a poetic and often exaggerated description of contemporary events to a familiar tune so that it could be easily learned, sung and taught to others. News ballads were often “contrafacta” that deliberately mashed up a pious melody with secular or even profane lyrics. They were distributed in the form of printed lyric sheets, with a note to indicate which tune they should be sung to. Once learned they could spread even among the illiterate through the practice of communal singing…
…Woodcuts were another form of propaganda. The combination of bold graphics with a smattering of text, printed as a broadsheet, could convey messages to the illiterate or semi-literate and serve as a visual aid for preachers. Luther remarked that “without images we can neither think nor understand anything.”