COVID-19 Increased Mortality Salience, Collectivism, and Subsistence Activities: A Theory-Driven Analysis of Online Adaptation in the United States, Indonesia, Mexico, and Japan

How does a life-threatening pandemic affect a culture? The Theory of Social Change, Cultural Evolution, and Human Development predicts that danger, as indicated by rising death rates and narrowing social worlds, shifts human psychology and behavior toward that found in small-scale, collectivistic, and rural subsistence ecologies. In particular, mortality salience, collectivism, and engagement in subsistence activities should increase as death rates rise and the social world retracts. Studies on the psychological response to the pandemic in the United States confirmed these predicted increases. The present study sought to generalize these previous findings by comparing the frequency of conceptually relevant linguistic terms used in Google searches and Twitter posts in the United States, Japan, Indonesia, and Mexico for 30 days before the coronavirus pandemic began in each country with frequencies of the same terms for 30 days after. Generally, we found that mortality salience increased to the extent that countries experienced excess COVID mortality; collectivism increased to the extent that countries experienced excess COVID mortality and increased mortality salience; and subsistence activities increased to the extent that countries experienced excess COVID mortality and/or stay-at-home-policies. Almost all these increases went beyond the general increase in internet use, which was a control variable in all analyses. These findings support a growing body of research documenting a human response to ecological danger.