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Social Network Analysis and Electronic Interaction: Exploring New Applications

Learn about social network analysis history, common uses, and tools. Understand how to read social network graphs and analyze network data effectively. Explore the evolution of electronic networks and wireless communication technology.

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Social Network Analysis and Electronic Interaction: Exploring New Applications

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  1. Social Network AnalysisandElectronic Interaction Wireless Technology, New Applications and Social Interaction Clayton Childress Sociology UCSB

  2. Social Network Analysis: A Background • Term Coined by J.A. Barnes in 1954 • Sociometrics • Harvard School • The Manchester School

  3. Early Uses • Small Groups - The Bank Wiring Room (Warner & Mayo) • Larger Networks - The Strength of Weak Ties (Granovetter) - The Rule of 150 (Dunbar) - Small World Phenomenon (Milgram)

  4. Common Uses • Diffusion of Ideas and Diseases • Social Influence • Social Support • Overt and Covert Organizational Structure • Marketing and Management • Social Movements

  5. Reading a Social Networks Graph

  6. Things to Remember When Looking at Social Network Data and Graphs • The structure, not the individual, is the unit of analysis • Many network studies only provide a snapshot view • What are the limits in the breadth of the network measured? • How are nodes and ties being established? • Are the measurements chosen sweeping anything under the rug?

  7. A Simple Network(?)

  8. A Social Networks Data Matrix(face-to-face interaction in our class) 0 1 2 3 4 5 6 1 2 3 4 5 6 7 8 9 1 1 1 1 1 1 1 - - - - - - - - - - - - - - - - - - - 1 - 0 0 3 0 0 0 0 0 6 0 0 0 0 0 0 0 2 - 0 0 0 6 4 0 0 0 0 0 5 0 0 0 0 0 3 - 5 0 0 5 3 3 0 0 6 5 0 1 0 4 1 0 4 - 0 6 5 0 5 3 0 0 5 4 6 2 0 0 0 3 5 - 0 5 5 4 0 2 0 0 1 5 5 0 5 1 0 0 6 - 0 0 5 5 5 0 0 0 5 0 0 0 0 3 0 0 7 - 0 1 0 1 0 0 0 0 0 0 0 0 0 0 1 0 8 - 0 0 0 0 0 0 0 0 0 3 0 0 0 0 0 0 9 - 5 0 6 5 4 4 0 0 0 5 0 0 0 5 0 0 10 - 0 0 5 5 5 0 0 6 5 0 0 2 0 0 0 0 11 - 0 6 3 6 4 0 0 0 0 0 0 0 0 0 0 5 12 - 0 0 1 1 0 0 0 0 0 1 0 0 0 0 0 0 13 - 0 0 1 1 4 1 0 0 0 0 0 0 0 3 0 0 14 - 0 0 4 0 0 2 0 0 4 1 0 0 3 0 0 0 15 - 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 16 - 0 1 0 1 0 0 0 0 0 0 2 0 0 0 0 0

  9. Our Face-to-Face Class

  10. Our Electronic Class

  11. Common Network Measures: DensityT/(N(N-1)/2)

  12. Graduate Student Class Network

  13. Less Than 4 Years at UCSB Class Network

  14. Centrality: Geodesic Distance

  15. Centrality: Degree Centrality & Betweeness

  16. Duality

  17. Duality

  18. Blockmodel Analysis

  19. Blockmodel Analysis

  20. Multidimensional Scaling (MDS)

  21. Approaches Tools Wireless Communication Electronic Networks

  22. Interpersonal TiesPieSpy 1 2 3

  23. Group/Organizational TiesUberlink Inbound Outbound

  24. Personal/Group Interest NetworksNetscan

  25. 1997 - Sixdegrees.com 2002 – MeetUp.com 2004 – orkut.com 2002 – Friendster.com 2003 – MySpace.com 2004 – Facebook.com Social Networking on the Internet

  26. How strong are the ties in an online network?

  27. Mobile Social Software(MoSoSo) Proxpro MeetingPoint Mobido Urban Plexus bemovil Bedd Aware Activematch Proxidating Mamjam BuzZone Playtxt Crowd Surfer SmallPlanet VCEL AreYouHere Socializer MoSoSo ImaHima Dodgeball Who at MobiLuck Saw you Jambo Plazes IcyPole Socialight Mobster Plink mobile Peepsnation Pocket rendezvous Mobile serendipity

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