Date post: | 29-Jun-2015 |
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Social Network Analysis
Studying Structures of Social Networks
Founding work 1
G. Simmel (1858-1918) F. Tonnies (1855-1936)
! Isolation & Impersonalization ! Gemeinshaft vs Gesellschaft
! Heterogenity & Individualitiy ! Triads vs Dyads ! Group Affiliations and
Identity
Founding work 2
Founding Work 2 Civil Rights (and other Social, Political) Movement (1960s)
Cadres of June Revolution1832 in France
Founding work 3: Innovation Diffusion
Founding work 3: Innovation Diffusion
Founding work 3: Innovation Diffusion ! Innovators (2.5%) ! Early Adopters (13.5%) ! Early Majority (34%) ! Late Majority (34%) ! Laggards (16%)
! Any changes when ICT is implemented?
Studying the Structure of Social Networks
1. Analyzing Network Ties: quality, quantity, symmetry (reciprocity), multiplexity
2. Exploring the whole network structure Milgram’s “Small-World” Experiment (1967)
2. Exploring the whole network structure
A Power law (or Matthew Effect; rich-get-richer)
3. Characterizing individuals’ positions in social network ! Brokerage/Bridging ties
(cosmopolitan) ! Bonding ties (locals)
Two Types of Social Network Analysis
! The “Whole” network: Look at the relational structure on a whole group level
! Personal (Ego-centered) Network: Abstractions of
social network structures centered on an individual Ego: a focal actor in a given network (Wellman, 1993).
Network Graphs
Whole Ego
Network Graphs
Whole Ego
Network Graphs
Whole Ego
Social Network Analysis ! Based on Matrix Algebra ! Socio-matrix
What can we find? ! Cluster of people ! How densely knit ! Bridges ! Networks of networks (e.g. interorganizationl, international
networks) ! Indirect ties (latent ties) ! Structural equivalence
Density, clustering, bridges, indirect ties
Structural equivalence