Nicholas A. Christakis

We are, first of all, not solitary creatures and second of all, we are deeply embedded in the lives of others. It's very easy to forget that and to engage in an atomistic fallacy - where we think that all we have to do is study the individual components of a system in order to understand the system.

I'm not suggesting that social scientists stop teaching and investigating classic topics like monopoly power, racial profiling and health inequality. But everyone knows that monopoly power is bad for markets, that people are racially biased and that illness is unequally distributed by social class.

We exist in this weirdly schizo culture, where sex is everywhere in the media, and yet, at the same time, you don't sit down and have a conversation about what you did in bed last night with your friends. Despite the ubiquity of sex, it's still a taboo when it comes to day-to-day conversation.

Every time you log in to Facebook, every time you click on your News Feed, every time you Like a photo, every time you send anything via Messenger, you add another data point to the galaxy they already have regarding you and your behavior.