The Covid-19 pandemic highlighted the extent to which propagation processes affect our lives. But it also revealed of a completely different kind of propagation: that of information, instructions, data and rumors. If this paradigm of propagation is already used in many disciplines (natural and social sciences), it has not yet been given a specific status in social sciences. My approach to societies based on propagations comes alongside the traditional analysis of social structures and individual preferences. Relying on the Big Data methods offered by digital pervasiness and the widespread traceability of our behavior, I propose a new way of quantifying the social, as a process of propagation and not just from censuses and surveys. The individuals appear to be also under the flow of propagations that have their own agency, that inhabit and build us.