To spread or circulate very rapidly and extensively, typically referring to news, rumors, or trends that quickly reach many people.
This phrase dates back to at least the 17th century, drawing on the obvious comparison to how quickly uncontrolled fires can spread through dry vegetation. The metaphor became particularly apt as human communication networks developed, allowing information to spread with increasing speed across populations.
Before modern media, information really did spread at roughly the same speed as a person could travel, making wildfire an apt comparison for unusually rapid news transmission. Today, with social media, information can literally spread faster than wildfire - a single tweet can reach millions in minutes, making this centuries-old metaphor almost quaint by comparison.
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