Lecture 6: Network Competition and Analysis


Key Words


Network structures



Network roles

Social capital




Sociograms can be used to model social networks both online and offline


The terms might be the same for certain key aspects of each model, but the meaning might be different


Strength ties may refer to strength of content reception, rather than strength of social tie


Analyzing Online Social Networks


Mapping/Modeling might be used to show

  • How content flows through a system
  • How relationships operate in a system
  • How one system influence/affect the other system


Dyads and Triads


Sociologists have identified 16 configurations of triadic interaction


Each configuration has consequences on the flow of information in a given system


Unidirectional link “follow”

Bidirectional link “friend”


Balance theory defines the boundaries of small groups and can be used to model trust in interpersonal relationship

Balance theory can model dynamics of interpersonal and even mass communication

It is related to social capital (in the way that we are more likely to side with those with higher social capital)


Homiphily- echo chambers on social media platforms


Researchers found users tend to congregate activity around pages that share similar views and these groups tend to dismiss dissenting views

Communities online segregate themselves based on viewpoints, interactions between contrasting viewpoints tend to entrench and deepen division between communities

“Their conclusion misinformation is pervasive and really difficult to correct” due to polarization


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