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What happens when a new social convention replaces an old one? While thepossible forces favoring norm change - such as institutions or committedactivists - have been identified since a long time, little is known about how apopulation adopts a new convention, due to the difficulties of findingrepresentative data. Here we address this issue by looking at changes occurredto 2,541 orthographic and lexical norms in English and Spanish through theanalysis of a large corpora of books published between the years 1800 and 2008.We detect three markedly distinct patterns in the data, depending on whetherthe behavioral change results from the action of a formal institution, aninformal authority or a spontaneous process of unregulated evolution. Wepropose a simple evolutionary model able to capture all the observed behaviorsand we show that it reproduces quantitatively the empirical data. This workidentifies general mechanisms of norm change and we anticipate that it will beof interest to researchers investigating the cultural evolution of languageand, more broadly, human collective behavior.

The Dynamics of Norm Change in the Cultural Evolution of Language