The role of reciprocation in the formation of social networks With an application to blogging Alexia Gaudeul and Caterina Giannetti Max Planck Institute of Economics, Jena Royal Holloway, University of London 13th Annual Conference of the APET June 12-14, 2012 Academia Sinica, Taipei, Taiwan
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Presentation at the 13th Annual Conference of the APET in Taiwan, 2012
Presentation of "The role of reciprocation in the formation of social networks, with an application to blogging" by Alexia Gaudeul and Caterina Giannetti at the 13th Annual Conference of the APET, June 12-14, 2012, Academia Sinica, Taipei, Taiwan.
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The role of reciprocation in the formation of socialnetworks
With an application to blogging
Alexia Gaudeul and Caterina Giannetti
Max Planck Institute of Economics, JenaRoyal Holloway, University of London
13th Annual Conference of the APETJune 12-14, 2012
Online social networking: unprecedented, non-intrusive, and cheapaccess to micro data about “winning friends and influencing people”[Carnegie, 1936].
Three main themes:1 Friendship [Aristotle, ca. 350 B.C.E., De Montaigne, 1588]2 Competition for attention [Simon, 1971, Falkinger, 2007]3 Norm of reciprocity [Gouldner, 1960]
Insight
The norm of reciprocity leads to requests for friendship being usuallyreciprocated, so that paying attention to and initiating friendship withothers helps gain attention for oneself
The role of reciprocation in the formation of social networks 3 / 24 Alexia Gaudeul and Caterina Giannetti
1 Sociology [Technorati, 2009, Lenhart and Fox, 2006]
2 Typology [Wei, 2009]
3 Motivation [Huang et al., 2007]
4 Structure [Shirky, 2003, Kumar et al., 2010]
Contribution
We contribute to the literature by considering the development ofbloggers’ audiences over time along with their activity, including theactivity of adding people to one’s network.
The role of reciprocation in the formation of social networks 4 / 24 Alexia Gaudeul and Caterina Giannetti
We monitor readership over time, along with activity w.r.t. adding friendsand contributing content, with data collected from LiveJournal, a majorblog hosting site [Raynes-Goldie, 2004, Raynes-Goldie and Fono, 2006,Marwick, 2008].
The role of reciprocation in the formation of social networks 9 / 24 Alexia Gaudeul and Caterina Giannetti
4 Extroversion: Comments posted by the user / Comments received
5 Readers’ Engagement: Comments received / Entries
6 Inactivity: Number of weeks since last entry was made
We also include blog characteristics: Age, Language, Functionalities.The role of reciprocation in the formation of social networks 13 / 24 Alexia Gaudeul and Caterina Giannetti
1 Empirics: Bloggers’ activity on LiveJournal follow consistentpatterns. Experience, audience size or location have little effect.
2 Methodology: Data on activity in social networks should includedata on effort in searching for partners.
3 Contribution: Better understanding of the process of social networkformation + A framework for a general understanding of social mediaand online social networking.
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