There's a young Danish guy who has done a lot of work from an evolutionary perspective, Mathias Clasen. Basically, his argument is we've evolved to fear the monstrous, to be very wary of large, unknown, life-threatening forces. In art, we can play with these things in ways that allow us to feel the intensity of the horror, but in "safe mode," if you like, detached from real consequences.

Social media takes time and careful, strategic thought. It doesn't happen by accident.

I think that's an important part of art in general. Especially in literature, in stories, we play with eventualities that may put us through a lot of intense negative feelings - say, in horror films or tragedies as intense as King Lear - but we come out feeling richer. We've lived to the fullest, we've tested ourselves in these environments.

Perhaps the most demanding trick in all of art is to know ways that are going to capture the attention of an audience right now, and yet to also hold an audience hundreds or thousands of years into the future in circumstances you just cannot imagine. You've got to go very deep into human nature to do that.

There's a young Danish guy who has done a lot of work from an evolutionary perspective, Mathias Clasen. Basically, his argument is we've evolved to fear the monstrous, to be very wary of large, unknown, life-threatening forces. In art, we can play with these things in ways that allow us to feel the intensity of the horror, but in "safe mode," if you like, detached from real consequences.

Art and literature need extreme sociality to a degree that even dolphins don't have. We are the only large mammalian species that has such intense sociality. There are some small mammals that have become eusocial - the mole rats - but that's a different thing. Humans are able to understand one another at very high levels, to cooperate in very large groups. Humans depend on one another in ways that are an absolute precondition to sharing the kinds of information that makes narrative possible.

Social media is your opportunity to reach a massive number of people with transparency, honesty, and integrity.