Niall Ferguson's book, "The Square and the Tower: Networks and Power, from the Freemasons to Facebook," explores the impact of social networks on power dynamics throughout history. One significant theme is how rumors can spread rapidly among communities even without advanced technologies. This suggests that human connections and social interactions play a critical role in the dissemination of information.

Ferguson highlights that the viral nature of rumors relies on the networked structure of relationships instead of the complexity of the technology used. This perspective emphasizes the importance of understanding social networks in both historical contexts and modern society, illustrating how information spreads through trust and shared connections, regardless of technological advancements.