Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Teaching social network theory concepts to undergraduates

19,187 views

Published on

In class lecture and slides for teaching undergraduates:
social networks, social capital, strength of weak ties, bridging social capital, bonding social capital. Used in my social media class.
An updated set of slides.

I explain these slides in depth on a blog post titled "Teaching Social Network Concepts: Fun Class Activity" at: MattKushin.com

Published in: Education
  • Be the first to comment

Teaching social network theory concepts to undergraduates

  1. 1. THEORIES OF NETWORKS
  2. 2. LIST  On the left: 10 people you talked to last.  In a column to the right:  For each, what’s your relationship with them:  How do you know them?  Friend, family, acquaintance, someone you work with.  In a 3rd column:  Who introduced you to that person?  Who introduced you to the person that introduced you to that person?
  3. 3.  Draw each person’s name on a piece of paper. Spread them out.  Draw a line FROM 1 person to ANOTHER if that person knows the other person.  Turn that line into a directional arrow from YOU to person B if YOU introduced person A to person B. Person A: My Mom Person B: My wife Example: I introduced Mom to my wife ME
  4. 4. SOCIAL OBJECT
  5. 5. SOCIAL OBJECTS  Social networks are built around social objects, not vice versa.  “The social object is the reason people are talking to each other” – Hugh MacLeod Image: marc wathieu
  6. 6. SOCIALIZATION  Socialization is not random, it is purposeful  Humans seek social connection  1 way we find it via social objects  What the object is may not matter  It is a vehicle for connection
  7. 7. SOCIAL OBJECT EXAMPLE  Apple iPhone Example Source: MacLead
  8. 8. CONNECTING VIA SOCIAL OBJECTS ON SOCIAL MEDIA
  9. 9. CULTURAL “SOCIAL OBJECTS”: MEMES  A meme acts as a unit for carrying cultural ideas, symbols, or practices.  Transmitted from 1 person to another  Analogous to genes  Self replicate  Evolve & mutate Source: Wikipedia
  10. 10. MEME EXAMPLES  Feminist Ryan Gosling  http://knowyourmeme.com/memes/feminist-ryan-gosling  “Binders full of women”  http://bindersfullofwomen.tumblr.com/  LOL cats  http://images.google.com search: LOL cats
  11. 11. SOCIAL OBJECT  The conversation happening around object is what’s valuable  How can we start conversations? Image: marc wathieu
  12. 12. THOUGHT QUESTION  Social objects are 1 thing that connects us to others, building social networks.  What are other things that organize our connections with others and build networks?
  13. 13. RETURN TO YOUR NETWORK  Between each edge (the arrow), write any social object you have in common with people directly connected to you.  Ex My roommate Best Friend, John ME Dude from class
  14. 14. SOCIAL CAPITAL
  15. 15. SOCIAL CAPITAL IS  'the number of people who can be expected to provide support and the resources those people have at their disposal”  Taps “goodwill” available to a person/group.  Can be converted into economic gain Image: MixTribe Photo
  16. 16. SOCIAL CAPITAL  Is not simply who you know  But who you have access to via who the people you know. Image: MixTribe Photo
  17. 17. SOCIAL CAPITAL IS  Reciprocal  Your capital is directly tied to the capital of others  You gain social capital by giving Image: ~dip
  18. 18. SOCIAL CAPITAL  Bonding Social Capital - strong ties with kin and close friends that offers social support, builds collectivity, and is shared among people with similar values and goals (Lin, 2005; Putnam, 2000).  Bridging Social Capital - is goal-oriented and offers networking opportunities and access to external resources via extra-community ties (Gittell & Vidal, 1998; Putnam, 2000).
  19. 19. STRONG & WEAK TIES
  20. 20. WHAT DO YOU THINK?  Which person is more important for spreading NEW information to as many people as possible  A) Telling 1 of your 5 best friends  B) Telling an acquaintance in class
  21. 21. STRENGTH OF WEAK TIES  Groundbreaking study by Granovetter showed:  Similar people tend to form strong ties  These ties tend to share similar information  Cause a lot of overlap in info exchange  Therefore  Weak ties most important ties in social networks  Responsible for transmission of info between people Ties
  22. 22. GRANOVETTER STATES:  “Intuitively speaking, this means that whatever is to be diffused (shared) can reach a larger number of people, and traverse greater social distance when passed through weak ties rather than strong.” Ties
  23. 23. TIES THAT BIND  Weak Ties  Can Become  Strong Ties  But it is not necessary for them to for you to have success!  Weak ties are critical to info diffusion  But more & new strong ties, means new weak ties Image: Carolyn_Sewell
  24. 24. NETWORKS ON BOARD  Some students come up and draw their networks.  Then, we’ll see if any connections exist between them.

×