Too many books claim that they will change the way you think about the world so it’s invigorating to read one that really has the potential to do it rather than just talk about it as a means of generating sales. In Connected: The Surprising Power of Our Social Networks and How They Sh
ape Our Lives academics Christakis and Fowler explore the way in which social networks influence the spread of everything from suicide rates, sexual practices, politics, back pain, happiness and most interestingly to me obesity.
While six degrees of separation, the idea that we are linked to every other person on the planet, including Kevin Bacon, by only six steps is increasingly familiar this fascinating book demonstrates the way that our individual behaviour is affected by three levels of influence; our friends, their friends and their friends. In this context if a friend’s friend’s friend, whose existence you may not even be aware of, gains weight you are more likely to gain weight. While, if they lose weight, then conversely you are more likely to lose weight.
While the idea that obesity could be in some way contagious may seem controversial. When you think about the way social norms are established through peer pressure and the way that social acceptance of certain types of behaviours spreads it suddenly becomes much more plausible, if not like so many transformational insights, almost obvious.
As the New Scientist points out in it’s review of the book this insight raises some profound questions for public policy:
“Given how triggers for illness (smoking and eating habits, for example) and for well-being (positive moods) radiate through social networks, should health authorities consider the effect of treatments on whole networks rather than on individuals alone? More particularly, given that well-connected people are likely to pass on health benefits to a greater number of people, should medical interventions be directed preferentially at social "hubs"?"
Although, understandably Christakis and Fowler avoid over emphasizing the importance of online social networks, after all social networks have existed for as long as human beings have, they do recognise that the role of technology within the public policy area is potentially huge:
“Our interactions, fostered and supported by new technologies, but existing even without them, create new social phenomena that transcend individual experience by enriching and enlarging it, and this has significant implications for the collective good. Networks help make the whole of humanity much greater than the sum of its parts and the invention of new ways to communicate promises to increase our power to achieve what nature has foreordained.”
Inspiring stuff indeed which not surprisingly given the subject area is well supported by an interesting website.
While six degrees of separation, the idea that we are linked to every other person on the planet, including Kevin Bacon, by only six steps is increasingly familiar this fascinating book demonstrates the way that our individual behaviour is affected by three levels of influence; our friends, their friends and their friends. In this context if a friend’s friend’s friend, whose existence you may not even be aware of, gains weight you are more likely to gain weight. While, if they lose weight, then conversely you are more likely to lose weight.
While the idea that obesity could be in some way contagious may seem controversial. When you think about the way social norms are established through peer pressure and the way that social acceptance of certain types of behaviours spreads it suddenly becomes much more plausible, if not like so many transformational insights, almost obvious.
As the New Scientist points out in it’s review of the book this insight raises some profound questions for public policy:
“Given how triggers for illness (smoking and eating habits, for example) and for well-being (positive moods) radiate through social networks, should health authorities consider the effect of treatments on whole networks rather than on individuals alone? More particularly, given that well-connected people are likely to pass on health benefits to a greater number of people, should medical interventions be directed preferentially at social "hubs"?"
Although, understandably Christakis and Fowler avoid over emphasizing the importance of online social networks, after all social networks have existed for as long as human beings have, they do recognise that the role of technology within the public policy area is potentially huge:
“Our interactions, fostered and supported by new technologies, but existing even without them, create new social phenomena that transcend individual experience by enriching and enlarging it, and this has significant implications for the collective good. Networks help make the whole of humanity much greater than the sum of its parts and the invention of new ways to communicate promises to increase our power to achieve what nature has foreordained.”
Inspiring stuff indeed which not surprisingly given the subject area is well supported by an interesting website.
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