Asocial network is asocial structure consisting of a set ofsocial actors (such asindividuals or organizations), networks ofdyadic ties, and othersocial interactions between actors. The social network perspective provides a set of methods for analyzing the structure of whole social entities along with a variety of theories explaining the patterns observed in these structures.[1] The study of these structures usessocial network analysis to identify local and global patterns, locate influential entities, and examine dynamics of networks. For instance, social network analysis has been used in studying the spread of misinformation on social media platforms or analyzing the influence of key figures in social networks.
Social networks and the analysis of them is an inherentlyinterdisciplinary academic field which emerged fromsocial psychology,sociology,statistics, andgraph theory. Georg Simmel authored early structural theories in sociology emphasizing the dynamics of triads and "web of group affiliations".[2]Jacob Moreno is credited with developing the firstsociograms in the 1930s to study interpersonal relationships. These approaches were mathematically formalized in the 1950s and theories and methods of social networks became pervasive in thesocial and behavioral sciences by the 1980s.[1][3]Social network analysis is now one of the major paradigms in contemporary sociology, and is also employed in a number of other social and formal sciences. Together with othercomplex networks, it forms part of the nascent field ofnetwork science.[4][5]
In the late 1890s, bothÉmile Durkheim andFerdinand Tönnies foreshadowed the idea of social networks in their theories and research ofsocial groups. Tönnies argued that social groups can exist as personal and direct social ties that either link individuals who share values and belief (Gemeinschaft, German, commonly translated as "community") or impersonal, formal, and instrumental social links (Gesellschaft, German, commonly translated as "society").[7] Durkheim gave a non-individualistic explanation of social facts, arguing that social phenomena arise when interacting individuals constitute a reality that can no longer be accounted for in terms of the properties of individual actors.[8]Georg Simmel, writing at the turn of the twentieth century, pointed to the nature of networks and the effect of network size on interaction and examined the likelihood of interaction in loosely knit networks rather than groups.[9]
Moreno's sociogram of a 2nd grade class
Major developments in the field can be seen in the 1930s by several groups in psychology, anthropology, and mathematics working independently.[6][10][11] Inpsychology, in the 1930s,Jacob L. Moreno began systematic recording and analysis of social interaction in small groups, especially classrooms and work groups (seesociometry). Inanthropology, the foundation for social network theory is the theoretical andethnographic work ofBronislaw Malinowski,[12]Alfred Radcliffe-Brown,[13][14] andClaude Lévi-Strauss.[15] A group of social anthropologists associated withMax Gluckman and theManchester School, includingJohn A. Barnes,[16]J. Clyde Mitchell andElizabeth Bott Spillius,[17][18] often are credited with performing some of the first fieldwork from which network analyses were performed, investigating community networks in southern Africa, India and the United Kingdom.[6] Concomitantly, British anthropologistS. F. Nadel codified a theory of social structure that was influential in later network analysis.[19] Insociology, the early (1930s) work ofTalcott Parsons set the stage for taking a relational approach to understanding social structure.[20][21] Later, drawing upon Parsons' theory, the work of sociologistPeter Blau provides a strong impetus for analyzing the relational ties of social units with his work onsocial exchange theory.[22][23][24]
By the 1970s, a growing number of scholars worked to combine the different tracks and traditions. One group consisted of sociologistHarrison White and his students at theHarvard University Department of Social Relations. Also independently active in the Harvard Social Relations department at the time wereCharles Tilly, who focused on networks in political and community sociology and social movements, andStanley Milgram, who developed the "six degrees of separation" thesis.[25]Mark Granovetter[26] andBarry Wellman[27] are among the former students of White who elaborated and championed the analysis of social networks.[26][28][29][30]
Beginning in the late 1990s, social network analysis experienced work by sociologists, political scientists, and physicists such asDuncan J. Watts,Albert-László Barabási,Peter Bearman,Nicholas A. Christakis,James H. Fowler, and others, developing and applying new models and methods to emerging data available about online social networks, as well as "digital traces" regarding face-to-face networks.
Self-organization of a network, based on Nagler, Levina, & Timme (2011)[31]Centrality
In general, social networks areself-organizing,emergent, andcomplex, such that a globally coherent pattern appears from the local interaction of the elements that make up the system.[32][33] These patterns become more apparent as network size increases. However, a global network analysis[34] of, for example, allinterpersonal relationships in the world is not feasible and is likely to contain so muchinformation as to be uninformative. Practical limitations of computing power, ethics and participant recruitment and payment also limit the scope of a social network analysis.[35][36] The nuances of a local system may be lost in a large network analysis, hence the quality of information may be more important than its scale for understanding network properties. Thus, social networks are analyzed at the scale relevant to the researcher's theoretical question. Althoughlevels of analysis are not necessarilymutually exclusive, there are three general levels into which networks may fall:micro-level,meso-level, andmacro-level.
At the micro-level, social network research typically begins with an individual,snowballing as social relationships are traced, or may begin with a small group of individuals in a particular social context.
Dyadic level: Adyad is a social relationship between two individuals. Network research on dyads may concentrate onstructure of the relationship (e.g. multiplexity, strength),social equality, and tendencies towardreciprocity/mutuality.
Triadic level: Add one individual to a dyad, and you have atriad. Research at this level may concentrate on factors such asbalance andtransitivity, as well associal equality and tendencies towardreciprocity/mutuality.[35] In thebalance theory ofFritz Heider the triad is the key to social dynamics. The discord in a rivalrouslove triangle is an example of an unbalanced triad, likely to change to a balanced triad by a change in one of the relations. The dynamics of social friendships in society has been modeled by balancing triads. The study is carried forward with the theory ofsigned graphs.
Actor level: The smallest unit of analysis in a social network is an individual in their social setting, i.e., an "actor" or "ego." Egonetwork analysis focuses on network characteristics, such as size, relationship strength, density,centrality,prestige and roles such asisolates, liaisons, andbridges.[37] Such analyses, are most commonly used in the fields ofpsychology orsocial psychology,ethnographickinship analysis or othergenealogical studies of relationships between individuals.
Subset level:Subset levels of network research problems begin at the micro-level, but may cross over into the meso-level of analysis. Subset level research may focus ondistance and reachability,cliques,cohesive subgroups, or othergroup actions orbehavior.[38]
In general, meso-level theories begin with apopulation size that falls between the micro- and macro-levels. However, meso-level may also refer to analyses that are specifically designed to reveal connections between micro- and macro-levels. Meso-level networks are low density and may exhibit causal processes distinct from interpersonal micro-level networks.[39]
Social network diagram, meso-level
Organizations: Formalorganizations aresocial groups that distribute tasks for a collectivegoal.[40] Network research on organizations may focus on either intra-organizational or inter-organizational ties in terms offormal orinformal relationships. Intra-organizational networks themselves often contain multiple levels of analysis, especially in larger organizations with multiple branches, franchises or semi-autonomous departments. In these cases, research is often conducted at a work group level and organization level, focusing on the interplay between the two structures.[40] Experiments with networked groups online have documented ways to optimize group-level coordination through diverse interventions, including the addition of autonomous agents to the groups.[41]
Randomly distributed networks:Exponential random graph models of social networks became state-of-the-art methods of social network analysis in the 1980s. This framework has the capacity to represent social-structural effects commonly observed in many human social networks, including generaldegree-based structural effects commonly observed in many human social networks as well asreciprocity andtransitivity, and at the node-level,homophily andattribute-based activity and popularity effects, as derived from explicit hypotheses aboutdependencies among network ties.Parameters are given in terms of the prevalence of smallsubgraph configurations in the network and can be interpreted as describing the combinations of local social processes from which a given network emerges. These probability models for networks on a given set of actors allow generalization beyond the restrictive dyadic independence assumption of micro-networks, allowing models to be built from theoretical structural foundations of social behavior.[42]
Examples of a random network and a scale-free network. Each graph has 32 nodes and 32 links. Note the "hubs" (large-degree nodes) in the scale-free diagram (on the right).
Scale-free networks: Ascale-free network is anetwork whosedegree distribution follows apower law, at leastasymptotically. Innetwork theory a scale-free ideal network is arandom network with adegree distribution that unravels the size distribution of social groups.[43] Specific characteristics of scale-free networks vary with the theories and analytical tools used to create them, however, in general, scale-free networks have some common characteristics. One notable characteristic in a scale-free network is the relative commonness ofvertices with adegree that greatly exceeds the average. The highest-degree nodes are often called "hubs", and may serve specific purposes in their networks, although this depends greatly on the social context. Another general characteristic of scale-free networks is theclustering coefficient distribution, which decreases as the node degree increases. This distribution also follows apower law.[44] TheBarabási model of network evolution shown above is an example of a scale-free network.
Rather than tracing interpersonal interactions, macro-level analyses generally trace the outcomes of interactions, such aseconomic or otherresourcetransfer interactions over a largepopulation.
Various theoretical frameworks have been imported for the use of social network analysis. The most prominent of these areGraph theory,Balance theory, Social comparison theory, and more recently, theSocial identity approach.[46]
The basis of Heterophily Theory was the finding in one study that more numerous weak ties can be important in seeking information and innovation, as cliques have a tendency to have more homogeneous opinions as well as share many common traits. This homophilic tendency was the reason for the members of the cliques to be attracted together in the first place. However, being similar, each member of the clique would also know more or less what the other members knew. To find new information or insights, members of the clique will have to look beyond the clique to its other friends and acquaintances. This is what Granovetter called "the strength of weak ties".[47]
In the context of networks,social capital exists where people have an advantage because of their location in a network. Contacts in a network provide information, opportunities and perspectives that can be beneficial to the central player in the network. Most social structures tend to be characterized by dense clusters of strong connections.[48] Information within these clusters tends to be rather homogeneous and redundant. Non-redundant information is most often obtained through contacts in different clusters.[49] When two separate clusters possess non-redundant information, there is said to be a structural hole between them.[49] Thus, a network that bridgesstructural holes will provide network benefits that are in some degree additive, rather than overlapping. An ideal network structure has a vine and cluster structure, providing access to many different clusters and structural holes.[49]
Networks rich in structural holes are a form of social capital in that they offerinformation benefits. The main player in a network that bridges structural holes is able to access information from diverse sources and clusters.[49] For example, inbusiness networks, this is beneficial to an individual's career because he is more likely to hear of job openings and opportunities if his network spans a wide range of contacts in different industries/sectors. This concept is similar to Mark Granovetter's theory ofweak ties, which rests on the basis that having a broad range of contacts is most effective for job attainment. Structural holes have been widely applied in social network analysis, resulting in applications in a wide range of practical scenarios as well as machine learning-based social prediction.[50]
Research has used network analysis to examine networks created when artists are exhibited together in museum exhibition. Such networks have been shown to affect an artist's recognition in history and historical narratives, even when controlling for individual accomplishments of the artist.[51][52] Other work examines how network grouping of artists can affect an individual artist's auction performance.[53] An artist's status has been shown to increase when associated with higher status networks, though this association has diminishing returns over an artist's career.
In J.A. Barnes' day, a "community" referred to a specific geographic location and studies of community ties had to do with who talked, associated, traded, and attended church with whom. Today, however, there are extended "online" communities developed throughtelecommunications devices andsocial network services. Such devices and services require extensive and ongoing maintenance and analysis, often usingnetwork science methods.Community development studies, today, also make extensive use of such methods.
The study of social networks is being used to examine the nature of interdependencies between actors and the ways in which these are related to outcomes of conflict and cooperation. Areas of study include cooperative behavior among participants incollective actions such asprotests; promotion of peaceful behavior,social norms, andpublic goods withincommunities through networks of informal governance; the role of social networks in both intrastate conflict and interstate conflict; and social networking among politicians, constituents, and bureaucrats.[54]
Incriminology andurban sociology, much attention has been paid to the social networks among criminal actors. For example, murders can be seen as a series of exchanges between gangs. Murders can be seen to diffuse outwards from a single source, because weaker gangs cannot afford to kill members of stronger gangs in retaliation, but must commit other violent acts to maintain their reputation for strength.[55]
Diffusion of ideas and innovations studies focus on the spread and use of ideas from one actor to another or oneculture and another. This line of research seeks to explain why some become "early adopters" of ideas and innovations, and links social network structure with facilitating or impeding the spread of an innovation. A case in point is the social diffusion of linguistic innovation such as neologisms. Experiments and large-scale field trials (e.g., byNicholas Christakis and collaborators) have shown that cascades of desirable behaviors can be induced in social groups, in settings as diverse as Honduras villages,[56][57] Indian slums,[58] or in the lab.[59] Still other experiments have documented the experimental induction of social contagion of voting behavior,[60] emotions,[61] risk perception,[62] and commercial products.[63]
Indemography, the study of social networks has led to new sampling methods for estimating and reaching populations that are hard to enumerate (for example, homeless people or intravenous drug users.) For example, respondent driven sampling is a network-based sampling technique that relies on respondents to a survey recommending further respondents.[64][65]
The field ofsociology focuses almost entirely on networks of outcomes of social interactions. More narrowly,economic sociology considers behavioral interactions of individuals and groups throughsocial capital and social "markets". Sociologists, such as Mark Granovetter, have developed core principles about the interactions of social structure, information, ability to punish or reward, and trust that frequently recur in their analyses of political, economic and other institutions. Granovetter examines how social structures and social networks can affect economic outcomes like hiring, price, productivity and innovation and describes sociologists' contributions to analyzing the impact of social structure and networks on the economy.[66]
Analysis of social networks is increasingly incorporated intohealth care analytics, not only inepidemiological studies but also in models ofpatient communication and education, disease prevention, mental health diagnosis and treatment, and in the study of health care organizations andsystems.[67]
In the study of literary systems, network analysis has been applied by Anheier, Gerhards and Romo,[70] De Nooy,[71] Senekal,[72] andLotker,[73] to study various aspects of how literature functions. The basic premise is that polysystem theory, which has been around since the writings ofEven-Zohar, can be integrated with network theory and the relationships between different actors in the literary network, e.g. writers, critics, publishers, literary histories, etc., can be mapped usingvisualization from SNA.
Social capital is a form ofeconomic andcultural capital in which social networks are central,transactions are marked byreciprocity,trust, andcooperation, andmarketagents producegoods and services not mainly for themselves, but for acommon good.Social capital is split into three dimensions: the structural, the relational and the cognitive dimension. The structural dimension describes how partners interact with each other and which specific partners meet in a social network. Also, the structural dimension of social capital indicates the level of ties among organizations.[78] This dimension is highly connected to the relational dimension which refers to trustworthiness, norms, expectations and identifications of the bonds between partners. The relational dimension explains the nature of these ties which is mainly illustrated by the level of trust accorded to the network of organizations.[78] The cognitive dimension analyses the extent to which organizations share common goals and objectives as a result of their ties and interactions.[78]
Social capital is a sociological concept about the value ofsocial relations and the role of cooperation and confidence to achieve positive outcomes. The term refers to the value one can get from their social ties. For example, newly arrived immigrants can make use of their social ties to established migrants to acquire jobs they may otherwise have trouble getting (e.g., because of unfamiliarity with the local language). A positive relationship exists between social capital and the intensity of social network use.[79][80][81] In a dynamic framework, higher activity in a network feeds into higher social capital which itself encourages more activity.[79][82]
This particular cluster focuses on brand-image and promotional strategy effectiveness, taking into account the impact of customer participation on sales and brand-image. This is gauged through techniques such as sentiment analysis which rely on mathematical areas of study such as data mining and analytics. This area of research produces vast numbers of commercial applications as the main goal of any study is to understandconsumer behaviour and drive sales.
In manyorganizations, members tend to focus their activities inside their own groups, which stifles creativity and restricts opportunities. A player whose network bridges structural holes has an advantage in detecting and developing rewarding opportunities.[48] Such a player can mobilize social capital by acting as a "broker" of information between two clusters that otherwise would not have been in contact, thus providing access to new ideas, opinions and opportunities. British philosopher and political economistJohn Stuart Mill, writes, "it is hardly possible to overrate the value of placing human beings in contact with persons dissimilar to themselves.... Such communication [is] one of the primary sources of progress."[83] Thus, a player with a network rich in structural holes can add value to an organization through new ideas and opportunities. This in turn, helps an individual's career development and advancement.
A social capital broker also reaps control benefits of being the facilitator of information flow between contacts. Full communication with exploratory mindsets and information exchange generated by dynamically alternating positions in a social network promotes creative and deep thinking.[84] In the case of consulting firm Eden McCallum, the founders were able to advance their careers by bridging their connections with former big three consulting firm consultants and mid-size industry firms.[85] By bridging structural holes and mobilizing social capital, players can advance their careers by executing new opportunities between contacts.
There has been research that both substantiates and refutes the benefits of information brokerage. A study of high tech Chinese firms by Zhixing Xiao found that the control benefits of structural holes are "dissonant to the dominant firm-wide spirit of cooperation and the information benefits cannot materialize due to the communal sharing values" of such organizations.[86] However, this study only analyzed Chinese firms, which tend to have strong communal sharing values. Information and control benefits of structural holes are still valuable in firms that are not quite as inclusive and cooperative on the firm-wide level. In 2004, Ronald Burt studied 673 managers who ran the supply chain for one of America's largest electronics companies. He found that managers who often discussed issues with other groups were better paid, received more positive job evaluations and were more likely to be promoted.[48] Thus, bridging structural holes can be beneficial to an organization, and in turn, to an individual's career.
Computer networks combined with social networking software produce a new medium for social interaction. A relationship over a computerizedsocial networking service can be characterized by context, direction, and strength. The content of a relation refers to the resource that is exchanged. In acomputer-mediated communication context, social pairs exchange different kinds of information, including sending a data file or a computer program as well as providing emotional support or arranging a meeting. With the rise ofelectronic commerce, information exchanged may also correspond to exchanges of money, goods or services in the "real" world.[87]Social network analysis methods have become essential to examining these types of computer mediated communication.
In addition, the sheer size and the volatile nature ofsocial media has given rise to new network metrics. A key concern with networks extracted from social media is the lack of robustness of network metrics given missing data.[88]
Based on the pattern ofhomophily, ties between people are most likely to occur between nodes that are most similar to each other, or within neighbourhoodsegregation, individuals are most likely to inhabit the same regional areas as other individuals who are like them. Therefore, social networks can be used as a tool to measure the degree of segregation or homophily within a social network. Social Networks can both be used to simulate the process of homophily but it can also serve as a measure of level of exposure of different groups to each other within a current social network of individuals in a certain area.[89]
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