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Quiz 2 12th March Chapter 9 (Social Capital (networked individualism…
Quiz 2
12th March
Chapter 9
Network Analysis
Graph Theory
mathematical study of properties of nodes, their connections and relationships
nodes represent a person, organisation or object/idea
Networked Individualism
individuals are nodes in different networks
individuals can draw from different connections when needed
Relationships
Edge
some connection of interest
directionality (with an arrow to present the flow of information)
Tie
represent flow of information through directionality
one way/ nonreciprocal: review on website/twitter
reciprocal: exchange of information
Link
Analysis of Relationships/Networks
Degree
distance between people through connections
Tie strenght
weak ties for new information
strong ties for emotional support
closeness between nodes
close when communicate often through more than one medium
more likely to be with same race, age, gender
balance theory
people seek balance in ideas and opinions about others
same friends, same enemies
Properties
Networks
Clustering
Nodes tend to be related closely by one-degree connections
Clustering Coefficient
measuring the number of links that a given set of nodes has
Structural hole
two different clusters with different information but now way to share it
Nodes
different positions in a network obtain different roles
Connectors/hubs
people with more acquaintances, diverse connections
Gatekeeper
node with privilege and unique access to another cluster (only one per cluster)
Bridge
embedded as part of two clusters and unites them (more than one possible)
Isolate
node with few or no connections
Centrality
how important a node is in a specific network
Degree centrality
how many connections a node has
Betweenness centrality
importance of node in connecting different clusters
Closeness centrality
directly or indirectly connected within the network to other nodes
Centralised
one or two people have many connections and a lot of power
Decentralised
most people are connected with most people
Social Capital
Bridging social capital
value that a friendship has to unite two different groups of people
Bonding social capital
value a relationship might have to provide long lasting and meaningful social support
connections have value and give someone social capital
can be activated when needed and be converted into financial capital
networked individualism
fragmented networks provide social capital as well
embedded in many groups / flexibility
people exist as networked individuals and can draw on a set of large and diverse connections when they need them
consequences
obligations
information channel
trust in network rather than oneself
positive: having more friends, keeping in touch, enhancing self-esteem
negative: cyberbullying is more intense
Online vs. Offline Communication
online communication to strengthen and maintain existing ties
people still communicate through SM more with people nearby
expand offline networks through online communication
online communication to manage a large and diverse set of social ties which can serve as emotional and financial support
Roles in Networks for diffusing a product or idea
Market Mavens
actors who gather and disseminate marketplace information about products, prices and consumption practice
blogger, Youtubers
conduit for the spread of trends
Connectors
enable communication flow within a network with their many connections
informational role
adoption of trends depends on the number of people in networks
counter argument for using SM to disseminate information
barriers of laws, norms, cultural understanding
social influence
dependent on place in social network
great social influence for market mavens
great social capital = great social influence
Formation of Networks
Methodological individualism or reductionism
how one person responds thereby building an understanding of how a group of people responds
Emergence
any order, structure or pattern appearing in complex random events that cannot be attributed to some specific pre-pensive purposeful activity or decision
Network effects
gains in a system when more and more people use it
increasing switching costs