Except, of course, we can't.
The term fractal is a well-defined mathematical object. There might be "self-similarity" there, but (just a fun fact) fractals are typically not self-similar, so it's not a very good litmus test.
If not fractal, then what word?
self-similar?
Per the Wikipedia article, they are not well defined. Also, self-similarity of some kind is one of the requirements. Is it completely wrong, or is this a debated topic in mathematics?
Let's look at one paragraph from Wikipedia.
> Images of the Mandelbrot set exhibit an elaborate and infinitely complicated boundary that reveals progressively ever-finer recursive detail at increasing magnifications. The "style" of this repeating detail depends on the region of the set being examined. The set's boundary also incorporates smaller versions of the main shape, so the fractal property of self-similarity applies to the entire set, and not just to its parts.
Let's consider the context of behavior again.
A person is an object of elaborate and infinitely complicated boundary. You may look at one instance of behavior at one time and you may see a certain value, like you see at a fractal at a particular zoom and configuration. In a sense, particular details at this magnification. A family of several people has an elaborate and infinitely complicated boundary and has details of it's own, in addition to the people within it. A village... A city... A country... A planet... An organ...
Let's look at Merriam-Webster: > any of various extremely irregular curves or shapes for which any suitably chosen part is similar in shape to a given larger or smaller part when magnified or reduced to the same size.
Do you see how it fits?
If we consider shape more literally, it may be something like, a person has an arm to grasp things. Let's take one function, picking an object up and bringing it nearer to you. A community has an appointed person to deliver things. A country has a company to do so. A world has a certain country which is the most efficient for transport. A cell has a protein or a function of its membrane to interact with some molecules to bring them closer.
Let's say on the second wall, instead of graffiti of violence, you see a message of love. You look around the wall and you see there is a person in love, a family sharing love, a town with flowers, a peaceful city.
For a wall with nothing, it could be a value in the set that corresponds to a particular color that represents it did not meet the threshold.
For the first sentence, my point was not to imply that a presence of one kind of behaviour leads to similar behaviour in related structures, but that at different scales, components of each structure may exhibit similar kinds of behaviour. E.g. a person can be considered to be violent or peaceful and so can a community. This could be from our nature of finding patterns in everything, though. Which I guess also leads to emergent properties anyway in some way, so I cannot add much more there.
Actually I am unsure if it fits the definition of emergence - "emergence occurs when an entity is observed to have properties its parts do not have on their own" - but it would be hypocritical for me to argue on that note :D
I guess in some ways, socially, you can see a person embodying certain behaviors and values. And this can spread out in a fractal-like pattern.
Let's say this person is violent and sometimes shouts swear words at other people. Then we look at a family whose members say bad things about another family. Then we look at a village and see it having graffiti on its walls, bad words about another village. Same thing with sports fans. Same thing with countries, having a sort of trade war with each other. Let's now go the other way, perhaps the micro organisms in your body are having a conflict right now, spurting out this liquid and that gas and so on.
In some ways we can consider this to be a fractal.