Network Analysis Lim 97

Yon Soo Lim, Ph.D. Research Fellow WCU Webometrics Institue Yeungnam University [email_address]

Network Analysis
Network analysis is a set of research procedures used for identifying structures in social systems based on the relations among a system’s components (Richards & Barnett, 1993; Rogers & Kincaid, 1981).

Network Analysis

Network Analysis
Node
Unit of analysis (individual or higher-level component)
Other terms: actors, points or vertices
Link
Relationship between nodes
Other terms: lines, edges or geodesics

Network Analysis
Social/communication network analysis
Semantic network analysis
Neural network analysis

Social Network Analysis
Social network analysis is a set of research procedure identifying the structure of communication relationships and flows among components in a social system, such as people, groups, organizations, nations, and other information processing entities.
Software
UCINET (Borgatti, Everett & Freeman)
MULTINET (Richards & Seary)
NETMINER (Cyram)
PAJEK (Batagelij & Mrvar)

Network Survey Questionnaire Which of these people do you communicate with on a weekly basis? If you communicate with them, please place a one (1) by their name and if you do not communicate with them weekly, place a zero (0) by their name for both business and social non-work issues. If you do speak with them, please indicate whether face-to-face, phone, email, etc. Do you communicate with this person: Business communication Social Non-work Resources Used Ed Peet Karen Shed Carlton Smith Tracy Pope Dr. Todd McCune Dr. Linda Clark Jennifer Heisner Melanie Lowe Cindy VanMeter Tracy Gilmore Beth Murnane Bill Morrison Tom Redmond Rene Kunego Joanne McIllwaine Frank Blasioli Sue Ann Burley Vivian Bulriss

Results of Social Network Analysis Business Communication Social Communication

A Cross-Cultural Comparison of Online Forum Structures on MMOGs Power: Red > Yellow > Green Korea United States
Number of Nodes = 4,384
Number of Links = 9,304
Density = 0.000951
Centralization = 24.8%
Number of Nodes = 10,966
Number of Links = 28,268
Density = 0.000458
Centralization = 11.4%

International Aid Network

Int’ Telecommunication Network

Semantic Network Analysis
Semantic network analysis is a systematic technique of content analysis to identify the meaning structure of symbols or concepts in a set of documents by using network analysis (Monge & Contractor, 2003; Monge & Eisenberg, 1987).
Semantic network represents a relationship of shared understanding of cultural products among members in a social system (Monge & Contractor, 2003).

CATPAC
A popular software for semantic network analysis
A self-organizing artificial neural network
Keyword identification
Cluster analysis (dendogram)
MDS
Explore the pattern of interrelationship among words based on the probability of their co-occurrence

Semantic networks (Blogs vs. Newspapers) Centralization = 19.6% Blogs Newspapers Centralization = 44.2%

Semantic networks (Progressive vs. Conservative) Centralization = 20.0% Progressive News Conservative News Centralization = 46.6%

Semantic Network of IDCs

Neural Network Analysis
Neural network analysis is modeling dynamic attitudinal structures and cognitive processes based on natural neural networks in human brains.

Defining Attitude
Attitudes can be defined as associations, represented in memory, between attitude objects and their evaluations (Fazio, 1990; 1995).
Attitude objects: anything that can be designated
Evaluations: summary assessments considering cognitive, affective, and behavioral associations
Attitude Object Evaluation Attitude

Interattitude Structure
A simple example
Evaluation “ I don’t like chicken because I am allergic to chicken.” “ I don’t like duck either because it is a kind of chicken.” Chicken Duck

Galileo Spatial-linkage Model
Neural networks in human brains
The model represents interattitude structure within a spatial coordinate system.
Theoretical properties
Categorization
Cognitive map
Self-concept

Categorization
Categorization is a basic cognitive process to understand our world.
Similarity / Dissimilarity
≠ =

Cognitive Map
Mapping spatial mental structure of human brain
Mental Structure Galileo Space

Self-Concept
Conscious representation of a person
An attitude can be defined as the distance between the self-concept and the designated concept.
Galileo Space Myself

Example
Galileo survey
Participants: 218 UB undergraduate students
A paper-based survey
12 concepts for the study
A complete list of 66 pair comparisons
Poverty Education Health Human Rights Human Resources Natural Resources Social Safety Governmental Leadership Global Cooperation Global Conflict International Aid Self

Example of Galileo Survey
If COOPERATION and CONFLICT are 100 units apart, how different or how far apart is each word or phrase from the other in the pair?
POVERTY and EDUCATION are __ units apart.

Mean Distance Matrix

Neural Network
Galileo space

Message Strategy for IDCs 14.41 units 72.67 units Health International aid Human Rights Education Target (Self) Resultant

Message
INTERNATIONAL AID is closely related to EDUCATION , HEALTH , and HUMAN RIGHTS .
International aid promotes human rights for everyone throughout the world by providing health care and education. We want you to pledge your support. Join the growing global movement for international aid. Your support will help to achieve an increase in international aid, promoting human rights to provide health care and education for everyone in the world.

Comparison of the Galileo spaces

Comparison of Concept Distances Edu & Health 62.16 (7.02) 59.07 (6.92) 3.09 45.33 (4.63) 16.83 Edu & HR 53.34 (6.66) 47.95 (6.29) 5.39 46.00 (6.37) 7.34 Edu & Aid 68.52 (7.04) 55.76 (7.41) 12.75 47.88 (4.57) 20.64 Health & HR 65.02 (7.33) 50.32 (6.53) 14.69 45.64 (4.79) 19.38 Health & Aid 64.67 (6.80) 55.64 (6.12) 9.03 50.93 (5.33) 13.75 HR & Aid 60.28 (5.94) 49.36 (6.41) 10.92 55.65 (5.50) 4.63 Aid & Self 104.94 (9.44) 76.93 (7.18) 28.01 80.70 (7.03) 24.24 Δ Distance Δ Distance Distance Control (n=65) One-time (n=59) Two-time (n=94) Note. () standard error Kruskal-Wallis Test: χ 2 = 7.043, df = 2, p < .05 Mann-Whitney U test: Control > One-time = Two-time ( p < .05)

Discussion
Network analysis has been applied for diverse social scientific research.
Its practical application has a large scope from individual to international level.
However, network analysis has several limitations.
Modeling dynamic processes over time
Sampling & gathering data
Measures (e.g. centrality and density)

Resources
International Network for Social Network Analysis (INSNA)
http://www.insna.org
SOCNET - a LISTSERV list, allows network researchers worldwide to discuss research and professional issues, make announcements, and request help from each other.
http://www.insna.org/INSNA/socnet.html

Network Analysis Lim 97

by WCU Webometrics Institute

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