5.1 Social Network Theory and Online Social Dynamics
3 min read•july 18, 2024
examines how people connect and interact. It looks at (individuals) and (relationships) to understand information flow and influence. Centrality measures importance, while shows interconnectedness. bring new ideas, and offer support.
Online social dynamics shape how we connect digitally. leads to , while affects our behavior. form around , creating new sources of social capital. These dynamics impact how information spreads and relationships form in the digital age.
Social Network Theory
Principles of social network theory
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- Nodes and ties
- Nodes represent individual actors (people, organizations) in a network
- Ties represent relationships or connections (friendships, collaborations) between nodes
- Centrality measures node importance
- Degree centrality: number of direct connections a node has (popularity)
- : extent to which a node lies on shortest paths between other nodes (control over information flow)
- Closeness centrality: average distance from a node to all other nodes (efficiency in reaching the network)
- Density: proportion of possible ties actually present in a network (interconnectedness)
- Weak ties and
- Weak ties are distant or infrequent connections between individuals (acquaintances)
- Bridging capital: resources and information gained through weak ties (job opportunities, novel ideas)
- Strong ties and
- Strong ties are close, intimate connections between individuals (family, close friends)
- Bonding capital: emotional support and solidarity provided by strong ties (trust, reciprocity)
Network structure in information diffusion
- Centrality impacts
- High degree centrality nodes rapidly spread information to many connections (influencers, hubs)
- High betweenness centrality nodes control information flow between network parts (gatekeepers, brokers)
- High closeness centrality nodes efficiently disseminate information to entire network (broadcasters)
- Density affects information diffusion
- High-density networks facilitate rapid information diffusion due to many ties (gossip, )
- Low-density networks slow down information diffusion but can lead to distinct subgroups or communities (specialized knowledge, niche interests)
Online Social Dynamics
Homophily and influence in online dynamics
- Homophily: tendency for individuals to associate with similar others (birds of a feather flock together)
- Leads to formation of echo chambers and reinforcement of existing beliefs (political polarization, conspiracy theories)
- Social influence: process by which an individual's attitudes, beliefs, or behaviors are affected by others
- : conforming to expectations of others to gain approval or avoid rejection (peer pressure, social norms)
- : accepting information from others as evidence of reality (product reviews, expert opinions)
- : spread of behaviors, attitudes, or emotions through social networks
- : spread of behaviors requiring multiple exposures or reinforcement to adopt (activism, fashion trends)
- : spread of behaviors that can be adopted after a single exposure (memes, hashtags)
Formation of online communities
- Formation driven by shared interests, goals, or experiences (hobbies, professions, identities)
- Platforms and technologies facilitate communication and interaction among members (forums, social media, messaging apps)
- Characteristics of online communities
- and participation (self-selection, opting in or out)
- Shared norms, values, and identity (community guidelines, slang, inside jokes)
- and problem-solving (crowdfunding, open-source projects)
- Hierarchical or flat structures, depending on the community (moderators, administrators, equal members)
- Implications for social capital
- : access to diverse resources, information, and opportunities through weak ties (networking, knowledge sharing)
- : emotional support, solidarity, and sense of belonging through strong ties (mental health support groups, fan communities)
- Online communities can supplement or replace traditional sources of social capital (local clubs, religious organizations)
Key Terms to Review (25)
Betweenness centrality: Betweenness centrality is a measure in social network analysis that quantifies the importance of a node in a network by determining how often it acts as a bridge along the shortest path between two other nodes. This concept highlights the role of certain nodes in facilitating communication and information flow within a network, emphasizing their strategic position in connecting disparate groups or individuals. Nodes with high betweenness centrality can influence interactions and dynamics, making them key players in social structures.
Bonding capital: Bonding capital refers to the strong ties and relationships formed within a close-knit group or community, often characterized by shared identity and mutual support. This type of capital is essential for building trust and solidarity among group members, enhancing their ability to collaborate and achieve common goals. While bonding capital fosters a sense of belonging, it can also lead to insularity, limiting connections with outsiders and broader networks.
Bonding social capital: Bonding social capital refers to the strong ties and connections that exist within a close-knit group, such as family, close friends, or members of a community. These relationships provide emotional support, trust, and mutual aid among members, fostering a sense of belonging and shared identity. This concept is crucial in understanding how social networks function and how they influence online interactions and dynamics.
Bridging capital: Bridging capital refers to the connections and networks that link individuals or groups from diverse backgrounds, enabling access to new information, resources, and opportunities. This form of social capital contrasts with bonding capital, which involves close-knit ties among similar individuals. Bridging capital fosters collaboration, innovation, and a broader perspective by connecting different social circles, making it crucial for understanding social networks and dynamics.
Bridging social capital: Bridging social capital refers to the connections and relationships that link individuals from diverse social groups, promoting inclusivity and access to a wider range of resources, information, and opportunities. This type of social capital plays a crucial role in fostering cooperation among different communities and can enhance collective problem-solving and innovation.
Collective action: Collective action refers to the process where individuals come together to achieve a common goal, often in the context of social movements or community initiatives. It emphasizes the importance of collaboration and shared interests, enabling groups to tackle challenges that may be difficult for individuals to address alone. This concept is particularly relevant in understanding how social networks facilitate connections and amplify efforts in pursuing shared objectives.
Complex contagion: Complex contagion refers to the process by which behaviors, ideas, or phenomena spread through social networks, relying on multiple exposures and social reinforcement for adoption. Unlike simple contagions that can spread through a single contact, complex contagions require a person to be influenced by multiple sources within their network before they decide to adopt a behavior or idea. This concept highlights the significance of social ties and interactions in the diffusion of innovations and influences in various settings.
Density: Density refers to the degree of connectivity or the number of relationships present within a social network. In the context of social networks, it is an important measure that reflects how many connections exist among members compared to the total number of possible connections. Higher density indicates a tightly-knit network with many interactions, while lower density suggests a more fragmented structure where members may have fewer direct links.
Echo chambers: Echo chambers are environments where individuals are exposed primarily to opinions and beliefs that reinforce their own, leading to a lack of diverse perspectives. This phenomenon often occurs within social media platforms and online communities, where algorithms curate content that aligns with users' preferences, thereby deepening existing biases. As people interact mainly within these spaces, they can become insulated from contrasting viewpoints, which can have significant implications for communication dynamics, identity formation, and the spread of misinformation.
Homophily: Homophily is the tendency of individuals to connect and associate with others who are similar to themselves, whether in terms of demographics, beliefs, values, or social characteristics. This concept is significant in understanding social networks and online interactions, as it can influence the formation of communities and the flow of information within these networks. It also plays a crucial role in how relationships develop and evolve in digital spaces.
Information diffusion: Information diffusion refers to the process through which information spreads among individuals or groups within a social network. This concept highlights how ideas, behaviors, and trends can propagate from person to person, often influenced by social connections and communication channels. Understanding this diffusion is crucial for analyzing how online social dynamics shape public opinion, trends, and behaviors in today's digital age.
Informational influence: Informational influence is a psychological phenomenon where individuals conform to the opinions or behaviors of others because they believe those others possess accurate information. This type of influence often occurs in situations where people are uncertain about what to do, leading them to look to others for guidance. It plays a crucial role in social dynamics, particularly in how information spreads within networks and how group consensus is formed.
Nodes: In the context of social network theory, nodes are the individual entities or actors within a network, such as people, organizations, or even concepts. Nodes serve as the fundamental building blocks of social networks, illustrating how these entities are interconnected and how they interact within larger social dynamics.
Normative influence: Normative influence refers to the impact of social norms on individual behavior, where people conform to the expectations of a group in order to gain acceptance or avoid rejection. This type of influence plays a significant role in shaping behaviors, attitudes, and decision-making processes within social networks, particularly in online settings where peer opinions and behaviors can be rapidly disseminated and adopted.
Online communities: Online communities are digital platforms where individuals with shared interests, values, or goals come together to communicate, collaborate, and build relationships. These spaces allow for interaction and engagement through various forms of communication technologies, which can greatly influence how people connect and form social dynamics in the virtual world.
Shared interests: Shared interests refer to common goals, values, or activities that unite individuals or groups, fostering collaboration and social interaction. These interests can significantly influence social dynamics by creating bonds among members of a community, encouraging participation, and enhancing communication within networks. When individuals connect over shared interests, it can lead to the formation of supportive relationships, enhancing trust and cooperation in both online and offline environments.
Simple contagion: Simple contagion refers to the process by which an idea, behavior, or influence spreads from one individual to another through direct interaction or communication. This concept emphasizes the importance of social connections and personal relationships in the transmission of information or behaviors, highlighting how closely-knit networks can facilitate rapid dissemination.
Social contagion: Social contagion refers to the spread of behaviors, attitudes, and emotions through social networks, resembling the way infectious diseases spread among individuals. This phenomenon can significantly influence group dynamics, leading to shifts in social norms, behaviors, and overall group engagement as people adopt actions or feelings they observe in others within their network.
Social influence: Social influence refers to the ways in which individuals' thoughts, feelings, and behaviors are affected by the presence or actions of others. It plays a crucial role in shaping opinions and behaviors within a group, often driven by social norms, peer pressure, and the desire for acceptance. This concept is particularly significant in understanding how people interact online, where social networks and dynamics can amplify these influences.
Social network theory: Social network theory is a framework that examines the structure and dynamics of social relationships through the lens of networks composed of individuals or organizations. This theory helps to understand how information, resources, and behaviors flow through these networks, influencing social interactions and community engagement in both online and offline contexts.
Strong ties: Strong ties refer to close, personal relationships characterized by frequent interaction, emotional support, and a high level of trust between individuals. These relationships typically exist among family members, close friends, or colleagues, and are essential for providing emotional and social support in both personal and professional contexts.
Ties: Ties refer to the connections or relationships between individuals within a social network. These connections can vary in strength and type, influencing how information, resources, and influence flow within the network. Understanding ties helps in analyzing how relationships shape social dynamics and the behaviors of individuals in online environments.
Viral content: Viral content refers to any piece of media that rapidly spreads online, often through social sharing, due to its engaging, humorous, or shocking nature. This phenomenon leverages social networks, where users share content with their friends, leading to exponential growth in views and interactions. The dynamics of viral content are closely linked to how people engage with and share media across various platforms.
Voluntary membership: Voluntary membership refers to the choice of individuals to join a group or organization without coercion, often based on shared interests, values, or goals. This concept plays a crucial role in social dynamics, as it influences how individuals engage and interact within networks, fostering a sense of community and belonging among members who actively contribute to group activities.
Weak ties: Weak ties refer to the connections between individuals who are not closely associated but still maintain a relationship through social networks. These ties are significant because they often serve as bridges to new information and opportunities, facilitating the spread of ideas and resources across different groups.