A Talk with Nicholas A. Christakis: It is customary to think about fashions in things like clothes or music as spreading in a social network. But it turns out that all kinds of things, many of them quite unexpected, can flow through social networks, and this process obeys certain rules we are seeking to discover. We’ve been investigating the spread of obesity through a network, the spread of smoking cessation through a network, the spread of happiness through a network, the spread of loneliness through a network, the spread of altruism through a network. And we have been thinking about these kinds of things while also keeping an eye on the fact that networks do not just arise from nothing or for nothing. Very interesting rules determine their structure.
Recently, Harvard professor and sociologist Nicholas Christakis has shown that there’s more to think about regarding social networks such as Facebook, MySpace, Flickr, and Twitter than considerations of advertising and revenue models.
Each day about 1,700 juniors at an East Coast college log on to Facebook.com to accumulate “friends,” compare movie preferences, share videos and exchange cybercocktails and kisses. Unwittingly, these students have become the subjects of academic research. To study how personal tastes, habits and values affect the formation of social relationships (and how social relationships affect tastes, habits and values), a team of researchers from Harvard and the University of California, Los Angeles, are monitoring the Facebook profiles of an entire class of students at one college, which they declined to name because it could compromise the integrity of their research.