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TU/e - 0ZM05/0EM15/0A150 Social Networks 1
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Social Networks
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Obesity as a networked concept
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The same goes for smoking …
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www.tue-tm.org/INAM
All course info, literature, slides, and messages can be found here.Check regularly!
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Today Course design and content
Introduction to network analysis and concepts
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Lecturers
Chris Snijders [email protected]
Uwe Matzat [email protected]
Rudi Bekkers [email protected]
Mila Davids [email protected]
Gerrit Rooks [email protected]
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The course: organization
Three courses: 0ZM05(5 ects)0EM15 (6 ects)0A150 (3 ects)
Lectures every week on Wednesdays, hours 7 and 8. Later in the program less lecture time, more "assignment time" (see the course website).
Different courses, so not everybody has to do the same ...
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Rough outline for the different courses(see online for the details)
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Topic 0em15 0zm05 0a150
Basic stuff (about 5 lectures) Yes Yes Yes (have to be there)
Assignment CS Yes Yes YesAssignment UM Yes Yes NoPersonal and business networks + assignment GR
No No Yes
Dynamic capabilities and knowledge transfer in networks
Yes No No
Exam Yes Yes No
+ survey completion (so that you experience what a network survey feels like, and we can analyze the data during class and assignments)
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Course requirements 0em15/0zm05:
Two (group of 2) assignments + written exam.
Grade = 50% assignments + 50% exam.
Both assignments and the exam should be at least a 4.0. Final grade should be at least 5.5.
For 0a150 it’s the average of the two assignments, where both should be at least 4.0 and the average at least 5.5
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To do: register in Studyweb(if possible)
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Course aim
knowledge about concepts in network theory, and being able to apply that knowledge
(with an emphasis on innovation and alliances)
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The setup in some more detail
Network theory and background
- Introduction: what are they, why important …- Four basic network arguments- Kinds of network data (collection)- Typical network concepts- Visualization and analysis
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Some historical background and a general intro
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"If we ever get to the point of charting a whole city or a whole nation, we would have … a picture of a vast solar system of intangible structures, powerfully influencing conduct, as gravitation does in space. Such an invisible structure underlies society and has its influence in determining the conduct of society as a whole."
Jacob L. MorenoNew York Times, April 13, 1933
It’s about making our 'social space' visible
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“To speak of social life is to speak of the association between people – their associating in work and in play, in love and in war, to trade or to worship, to help or to hinder. It is in the social relations men establish that their interests find expression and their desires become realized.”
Peter M. Blau
Exchange and Power in Social Life, 1964
We live in a connected world
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Why do networks matter?
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Why do networks matter?
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Social Networks – a (cheesy) introduction
http://www.youtube.com/watch?v=6a_KF7TYKVc
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Social network analysis – it's core
An interdisciplinary perspective emphasizing structural relationships as key explanatory concepts and principles:
• Structural properties of social formations are contexts that shape the perceptions, beliefs, attitudes, and actions of individuals and collectivities• Social influence and collective action may be facilitated and/or constrained by direct and indirect exchanges (transactions) among social actors possessing differential resources (e.g., information)• Actors and transactions/interactions between actors are embedded, i.e. located within actual situational contexts
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The network perspective
A B
This depends on:•Cost effectiveness•Organizational structure•Corporate culture•Flexibility•Supply chain management•…
Two firms in the same market.Which firm performs better (say, is more innovative): A or B?
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Two firms in the same market.Which firm performs better (say, is more innovative): A or B?
and ... on the structure of the network
A B
NoteNetworks are one way of dealing with “market imperfection”
The network perspective
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Multi-level and interdisciplinaryNetwork applications appear in diverse substantive fields of mostly social sciences – anthropology, management, political science, public health, sociology (and recently also in economics)Studies span micro- meso- & macro-levels of analysis:
• personal social & health support systems• children’s play groups, high school cliques• employee performance• neighboring behavior, community participation• work teams, voluntary associations, social movements• military combat platoons, terrorist cells• corporate strategic alliances, board interlocks• international relations: trade, aid, war & peace•Internet relations: Twitter, LinkedIn, Facebook
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It's a science ...
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Example: crime research
Example topics
-"Cold case" research- forensic psychiatry-(youth) crime-...
04/24/23
Articles w ith Network* K eyword
SOURCES: Sociological Abstracts, EconLit
Y EAR
2000-041995-991990-941985-891980-841975-801970-751965-70
TOTA
L N
UM
BER
5000
4000
3000
2000
1000
0
SocAbs
EconLit
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Network analysis: origins
Started in 1920s, Jacob L. Moreno pioneered social network analysis for his “psychodrama” therapy. He used sociomatrices and hand-drawn sociograms to display children’s likes and dislikes of classmates as directed graphs (digraphs).
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Moreno’s socio-matrix
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… displayed as a sociogram
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Example: A targeted approach to HIV prevention
Think about similar examples for:
• Introduction of new products into target groups
• …
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Modern computing makes a big difference
“Visualization has been a key component of social network analyses from the beginning, proliferating into today’s dazzling computer-based multidimensional displays” (Freeman 2001)
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Social network software
1) UCINet – Many things on network analysisLin Freeman, Steve Borgatti, Martin Everett
2) MultiNet – Whole Network Analysis + Nodal Characteristics
3) P*Star – Dyadic Analysis – Stan Wasserman
4) NodeXL (an Excel plugin) – Marc Smith
5) Pajek – Network Visualization – Supersedes Krackplot
6) StocNet – Tom Snijders - collected programs for, e.g., analysis of dynamic networks
7) … and many othersNB Even though computers are fast, really large networks can still be a real problem
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Definitions and other boring stuff
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Social network basics
A network (or graph) contains a set of actors (or nodes, objects, vertices), and a mapping of relations (or ties, or edges, connections) between the actors
1 2For instance:Actors: personsRelationships: “participates in the same course as”
Or:Actors: organizationsRelationships: have formed an alliance
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Social network concepts: ties
Relationships can be directed:
Symmetrical by choice:
Symmetrical by definition:
(usually depicted as)
1 2For instance: person 1 likes person 2
Person 1 likes 2, 2 likes 1
1 2
1 2
1 2Person 1 is married to 2
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Social network concepts: weights
Relationships can carry weights :
Actors can have a variety of properties associated with them:
1 2
Actors: personsRelationships: know each other 3 and 4 know each other better (stronger tie)
3 4
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Social networks: translating arguments
There is reciprocity: whenever there is a tie from a to b, there also is a tie from b back to a
Actor A is powerful: many connections go through A
1 32
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Quantifying matters through network concepts
Actor characteristics: outdegree indegree betweenness ... (and many more)
Network characteristics density segmentation distribution of outdegrees ... (and many more)
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More examples
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An example of a modern network:9-11 Hijackers Network
SOURCE: Valdis Krebs http://www.orgnet.com/
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OECD Trade Flows 1981-1992
SOURCE: Lothar Krempel http://www.mpi-fg-koeln.mpg.de/~lk/netvis.html
Note: practical use of visualization diminishes as networks grow larger
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Internet facilitates social networking…
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… for recreational use …
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… also for business purposes …
http://www.youtube.com/watch?v=6SSR2tg5n_U
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… or, if you want to create your own FaceBook-like site …
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http://www.vivalogo.com/vl-resources/open-source-social-networking-software.htm
BTW Lots of businesses are willing to do the dirty work for you …
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Organizations as networks:org-chart shows formal ties…
SOURCE: Brandes, Raab and Wagner (2001) <http://www.inf.uni-konstanz.de/~brandes/publications/brw-envsd-01.pdf>
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… but the graph of actual connections is really different
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… and can be restructured to reveal the “real” hierarchy!
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Networks and innovation
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Why networks & innovation?
Classic innovation studies focus mainly on characteristics of individuals or firms to explain innovation e.g. firm size and innovativeness
However, innovation, is inherently social in nature e.g. firms have relations with other firms and
consequently access to additional external resources
Hence, networks of social relations between actors (individuals and organizations) may be important factors
in explaining innovation and innovation may change networks of social relations
as well
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CEO
Staff
Divisions
Master
Pupil
Guild
Second Industrial Revolution
Third Industrial Revolution
Master
Pupil
Master
Pupil
‘Stand alone’ model:- Economies of scale- Optimize assets
Networked model:Economies of skill: -access to knowledge-co-development-leverage knowledge-focus on core competences-learn and innovate
Why networks and alliance management?The knowledge economy is a network
economy
Organizational models are transforming from “stand alone” to “networked”
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Bain researched the 25 most popular management tools in a survey among 960 international executives
• Alliances are among the 10 most widely used tools by top executives
• 63% of them use alliances• Note that other tools involve
alliance and network related aspects as well: CRM, outsourcing, growth strategies, supply chain management
Source: Rigby, 2005, Management Tools 2005, Bain & Company
CEOs rate alliances among the most important management tools
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Alliances lead to networks Network in Flat Screens 2000-2001
In 2 years time 75% of the firms in the industry are directly or indirectly connected
Source: De Man, 2006, Alliantiebesturing
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Network questions and arguments
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Typicalities of network arguments Non-linear effects can occur easily (cf “Small-world
phenomenon”) in networks [lecture 3]
Data collection often daunting
= “is being eaten by”
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Typical network related questions Which of these actors has the best position in the
network? Example: firms in alliance networks
Which kinds of networks are best for <…> purposes? Example: R&D teams
Which are the key relations in the network? Example: terrorism
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Networks = Y or Networks = XIn most social science applications, networks are considered as an independent variable.
For instance
Firm A performs better than B because firm A is embedded in a network with a lot of ties (a network of higher “density”)
or
Person A performs better than B because person A has a lot of ties to other persons and person B doesn’t (firm A has a higher “outdegree”)
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Networks = Y or Networks = X
Sometimes: networks as the dependent variable
For instance:How do the social networks of successful people differ from the social networks of others? (and why is that?)
And, even rarer: dynamic network theory
For instance:How do the friendship networks of people change over time?
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Using network arguments...
Make sure that you define the actors/nodes, and what the ties between them represent (directed?, weighted?).
Make clear how and what (kind of) network characteristics drive your result. There are so many network characteristics … think hard!
Shop around for arguments in areas unrelated to your own! (where perhaps only the nodes and the ties are different!)
“The best ideas already exist”
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Kinds of network arguments (in detail next week) Closure competitive advantage stems from managing risk; closed
networks enhance communication and enforcement of sanctions
Brokerage competitive advantage stems from managing information access and control; networks that span structural holes provide the better opportunities
Contagion information is not a clear guide to behavior, so observable behavior of others is taken as a signal of proper behavior.
[1] contagion by cohesion: you imitate the behavior of those you are connected to[2] contagion by equivalence: you imitate the behavior of those others who are in a structurally equivalent position
Prominence information is not a clear guide to behavior, so the prominence of an individual or group is taken as a signal of quality
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To Do: follow the directions on
www.tue-tm.org/INAM
Studyweb: register!
