COM494 Social Network Analysis

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