理解网络社会的崛起：社会网络分析的理论与实践课件

1、理解网络社会的崛起：社会网络分析的理论与实践学术中国注：该研习营演示幻灯片中使用图片均来自网络Note: The pictures in the slides are from the Internet 03 社群与社会网络01 何为社会网络分析02 社会资本与社会网络04 扩散与社会网络05 社会网络的未来第一讲复习在其论著中率先介绍了Diffusion（扩散）概念的是Ferdinand Tnniesmile DurkheimGabriel TardeGeorg SimmelMark Granovetter 的代表作是Diffusion of innovationsTwo-step flow

2、 modelThe strength of weak tiesSmall-world network图中的网络关系更像是微信朋友圈微博关注与被关注支付宝中的支付网络线下的朋友网图中网络的密度（density）是1/123/87/151图中哪些点分别具有最高的Degree centralityBetweenness centralityCloseness centrality Google PageRank应用了Betweenness CentralityCloseness CentralityDegree CentralityEigenvector Centralitya - 1b - 2c

3、= a + d指出下面R script的问题第二讲 社会资本与社会网络学术中国概念辨析（一）：“社会资本”主义与社会资本主义“社会资本”主义是一种用“社会资本”（social capital）的相关理论来审视问题的视角。该视角和意识形态以及社会制度没有直接关联，因此需要和“社会资本主义”等易混淆概念相区分。熊培云 ，2010概念辨析（二）：社会资本、人力资本、文化资本Social Capital vs Human Capital vs Cultural Capital 社会资本从本源上讲一个社会学概念；人力资本是一个经济学概念；文化资本更多被用在政治经济学、文化研究和批判理论中（如Bourdi

4、eu, 1986）人力资本一般指的是人的经验、知识、习惯和制度对社会财富创造的决定力。文化资本一般指的是知识、技能、教育等个人属性，用以区别这些无形的属性让人们在社会竞争中处于有利地位。Lin (1999), Building a Network Theory of Social Capital, p. 24Nan Lin (林南）Professor of Sociology, Duke University一、理论篇：社会资本“理论”学术中国Is social capital a theory?Theoryis acontemplativeandrationaltype ofabstract

5、or generalizing thinking.Theory vs. Meta-theoryVarious definitions in a wide array of disciplinesThe conceptualization and operationalization issues What is social capital? Social capital is the connections among individuals - social networks and the norms of reciprocity and trustworthiness that ari

6、se from them (Putnam, 2001).Social capital is gained when we invest in social relations with expected returns in the marketplace (Lin, 2001).Social capital is rooted in the structural embeddedness of individuals in their social networks (Burt, 2000). Social Capital as a Social NormThe relationship b

7、etween social capital and neo-liberalism (Coleman, 1990; Putnam, 1993)Social capital and civil societySocial capital and social trustRobert PutnamSocial Capital as a Social ResourceSocial capital and rational choice theory (Coleman, 1988)Social Capital and social support (e.g. Like button)Social cap

8、ital and “Guanxi”(Bian, 2001; 2015)Yanjie Bian边燕杰Social Capital and Network EmbeddednessStructuration: structure and agency (Gidden, 1977)Actors do not behave or decide as atoms outside a social context, nor do they adhere slavishly to a script written for them by the particular intersection of soci

9、al categories that they happen to occupy. Their attempts at purposive action are instead embedded in concrete, ongoing systems of social relations (Granovetter, 1985). Social Capital and Social NetworksAccording to Williams and Durrance (2008), social capital “theories” can help Explain group behavi

10、orMaintain the fabric of civil societyObtain resourcesSocial Capital and Social MediaOnline and offline (Williams, 2006)Bridging, bonding, and maintained social capital (Ellison et al., 2007)Bridging Social CapitalBridging social capital is the “weak ties”widespread and weaker relationships. Some ha

11、ve many “friends”, others dont; some get many “likes”, others dont. Bonding Social CapitalBonding social capital is the strong ties and natural connections. Families, cliques, churches, etcA, B, C and D are families The internal links are natural ties, the “bonds”. The edges that connect them are “b

12、ridges”. The “bridges” enable bridging social capital. Overtime, bridging social capital can become bonding social capital. Maintained Social CapitalSocial networks change over timeMaintained social capital and life changes (Ellison et al., 2007)Reciprocity 二、概念篇：Structural Holes and Structural Equi

13、valenceStructural Holes (Burt, 1992)学术中国Ronald BurtBurt (1992) claims that an individual who acts as a bridge between two unrelated contacts in a social network occupies a structural hole. Structural Holes and RedundancyBurt (1992) states that a structural hole separates two non-redundant contacts.

14、Thus, the two contacts provide network benefits that are more additive than overlapping. Question: Node A and Node B, which one is more likely to get novel information?Ego NetworkEgo is an individual focal node. A network has as many egos as it has nodes. Egos can be persons, groups, organizations,

15、or whole societies.Neighborhood is the collection of ego and all nodes to whom ego has a connection at some path length.Structural holes and weak tiesAccording to weak ties argument, the stronger the tie between two people is, the more likely their contacts will overlap so that they will have common

16、 ties with the same third parties. This implies that bridging ties are a potential source of novel ideas. Therefore, Granovetter argues that strong ties are unlikely to transfer any novel information.While Granovetter claims that whether a contact would serve as a bridge depends on a ties strength, Burt considers the opposite direction of causality.Structu