Historians often believe that the dissemination of ideas is primarily determined by the quality or relevance of the ideas themselves, along with their contextual factors. However, recent analyses suggest that the viral nature of an idea is significantly influenced by the structural properties of the networks that facilitate its spread. In particular, ideas are less likely to gain traction in rigid hierarchical networks, which restrict horizontal connections among peers, limiting their potential for widespread sharing.

This perspective shifts the focus from the content of an idea to the importance of the network’s design in enabling or constraining its reach. Effective communication and sharing among individuals in a more fluid, peer-to-peer network can lead to greater visibility and influence of particular ideas. As illustrated in Niall Ferguson's "The Square and the Tower," understanding the interplay between networks and the spread of ideology is crucial for grasping how certain ideas capture public interest and grow in popularity.