Network Theory: A Brief Introduction june 2012
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A brief introduction to network theory which introduces my COMM 620 MBA class to three different strands of research explaining the context within which digital tools are used.
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Network Theory: A Brief Introduction june 2012
- 1. Network Theory The Essentials Michael Netzley, PhD http://communicateasia.asia
- 2. Networks are the context in which “shiny objects” are used.
- 5. We are Social Creatures
- 6. We Live in Networks
- 8. Where is the head on the following spiders?
- 12. Begin with a Strong Foundation
- 13. Research Says
- 14. Harvard Med School: Emotions Spread Through Large Social Networks Conclusion: People’s happiness depends on the happiness of others with whom they are connected. This provides further justification for seeing happiness, like health, as a collective phenomenon. - British Medical Journal 337 (2008) Fowler and Christakis
- 15. Harvard Med School: Obesity Spreads Through Large Social Networks “You may not know him personally, but your friend’s husband’s coworker can make you fat. And your sister’s friend’s boyfriend can make you thin.” - Fowler and Christakis (2009) Connected
- 16. Harvard Political Scientist: Why Americans Vote If you vote, then it increases the likelihood that your friend’s friend will also vote….Instead of each of us having only one vote, we effectively have several and therefore much more likely to influence the outcome. - Fowler and Christakis (2009) Connected
- 17. 25 25 25 25 25
- 18. 155
- 20. Rule: Three Degrees of Influence
- 21. Rule: Connections need to be strong; you need not know the people.
- 22. TED Video
- 24. Research Says
- 25. Mark Granovetter & Weak Ties • The Strength of Weak Ties • #7 globally in Social Science Citation Index, 2000-2010 • Action is enabled & constrained by social ties between people • Where in the network matters (embedded)
- 26. The Concept of Embeddedness
- 27. Where Embedded?
- 28. Weak Ties: Defined weak ties (acquaintances, not close friends) enable reaching populations and audiences that are not accessible via strong ties.
- 29. When to Use Weak Ties • Speed of Distribution • Less Dependent on Others • Reach Distant Targets with Whom We are not Connected • Innovative Ideas or Models • Episodic Information Flows • Bridge Diverse Groups
- 30. When to Use Strong Ties • Urgent Situation • Dependency for Well Being • Decision Making • Ethos-Based Infuence • Acess: Doors Opened • Regular Information Flows • Change Target’s Values
- 31. Research Says
- 32. Manuel Castells • The Rise of the Network Society • #5 globally in Social Science Citation Index, 2000-2010 • Power now rests in networks: “the logic of the network is more powerful than the powers of the network”
- 33. Basic Idea A network society is a society where the key social structures and activities are organized around electronically processed information networks. So it's not just about networks or social networks, because social networks have been very old forms of social organization. It's about social networks which process and manage information and are using micro-electronic based technologies. Source
- 34. Society remains capitalist, but basis of the technological means by which it acts has changed from energy to information. This information is of central importance in determining economic productivity. Communications technologies allow for the annihilation of space and for globalization; the potential for rapid and asynchronous communication also changes the relationship to time. And, while he explains that networks are not a new form of social organization, they have become a “key feature of social morphology” (2000a, p. 5). This is because communication technologies, such as the Internet, allow for decentralization of operations and focusing of control, increasing the effectiveness of networks relative to hierarchical structures. Of business he writes, “[t]he main shift can be characterized as the shift from vertical bureaucracies to the horizontal corporation” (2000b, p. 176). Source
- 35. Space of Flows: Facebook 2010
- 36. Space of Places
- 37. How We Now Organize Societal elites are now much less connected to cities [places], and are instead connected to information flows. Thus, the network serves as our organizing principle.
- 38. Networks
- 39. Enable the free flow of info
- 42. Credibility: Peer Pass- Alongs are Influential
- 45. Bridging Cental Peripheral
- 46. Influencers
- 50. Tipping Point for Ideas: Just 10%? Scientists at Rensselaer Polytechnic Institute have found that when just 10 percent of the population holds an unshakable belief, their belief will always be adopted by the majority of the society. • Social Cognitive Networks Academic Research Center (SCNARC) • journal Physical Review E in an article titled “Social consensus through the influence of committed minorities.” Source
- 51. The Data
- 52. Due to influencers or influenceable?
- 53. Exercise