The Communicability of Non

There has been a tremendous rise in media coverage and medical research on the rapid increase of so-called non-communicable diseases. Such diseases have apparently reached epidemic proportions worldwide. In this article, I argue for the fruitfulness of investigating the communicable aspect of non-communicable diseases from a distinct sociological view of non-communicable diseases as infectious. I conduct a historical anamnesis of sociological theories that inform contemporary sociological thinking about contagion and/or collective action and the social clustering of (health) behaviour, with a particular focus on the notions of imitation, suggestion, and habitus formation. I argue that the notion of contagion is not only about biology but also about being actualised by lifestyle diseases. Based on the seminal work of Philip Strong on epidemic psychology, I discuss how – in dealing with the present threat to public order – a societal reaction in terms of a profound sense of public alarm and the generation of an outbreak of control strategies has emerged as another powerful epidemic or moral panic challenged by how to isolate the source of ‘infection’. The article concludes by asserting that there still very much remains a divide between the paradigms of the individual and the social in the production of scientific knowledge about these diseases and causality. Considering health-related risk behaviour as a socially organised rather than an individual phenomenon provides more useful data for public health interventions aimed at changing health lifestyles