Final answer:
People are uncomfortable with granular, social data because it raises data privacy concerns, challenges perceptions of personal autonomy, and exposes potential for misuse and manipulation, as evidenced in recent events involving social media.
Step-by-step explanation:
Granular, social data can make people uncomfortable for several reasons. First, data privacy concerns are significant, with surveys revealing that a vast majority of people feel they have little control over the data collected by companies and the government. People are troubled by the depth of data usage, with 79 percent concerned about company data use and 64 percent about government data use.
Furthermore, the concept introduced by Durkheim that social facts influence behavior contrasts with individual perceptions of autonomy, leading to discomfort when one's actions are perceived to be externally influenced or monitored. Plus, individuals are aware of the misuse of data and the potential for manipulation, highlighted by cases of social media abuse in political events, contributing to the unease. Finally, there's the issue of narcotizing dysfunction where overwhelming media exposure can dampen active engagement in societal issues.