This document discusses social network theory and analysis. It defines a social network as including actors (nodes) and the relationships (ties) between them. Social network analysis examines the relationships and structure of relationships between social entities like individuals or organizations. The document outlines some key concepts in social network theory including centrality, which looks at the importance of individual actors, and multiplexity, which refers to relationships serving multiple functions. It also discusses how network characteristics like size, subgroups, and centralization vs decentralization impact information sharing and decision making in organizations.

1. Warming Up!

2. Network TheoryCOMM2378 TCPLecturer: Duong Trong HueTran Ngoc Son - s3245709Hoang Duyen Ha - s3245615

3. Social network theory, social network analysis or network analysisIdea of ‘social network’: over a century, complex set of relationships between members of social systems at all scales, from interpersonal to international (Social network analysis: Theory and applications 2011)In 1954, Barnes coined the credible concept of social networks.Origin of Network Theory

4. A social network includes a set of actors (“nodes”) and the relationships (“ties”/ “edges”) between these actors (Wasserman & Faust 1994) A network consists of a set of actors or “nodes” along with a set of “ties” of specified type (such as friendship) that link them (Borgatti & Halgin 2011)Social structure created by communication among individuals and groups (Littlejohn & Foss 2008)Network?

6. Line of Communication

7. FORMALCEOsSaleMarketingFinanceHRABCDINFORMAL

8. Connections in Organization

9. “Connectedness”The Core ConceptOrganization NetworkGroup NetworkPersonal Network

10. Network CharacteristicsSize : Triad Relationship among 3 sidesDyadsDirect communication between 2Global Network Multi stakeholdersSubgroupsGroups forming organization

11. Multiplexity: multiple functions that the same links within a network can fulfill. E.g.: friendship, sharing information or influence .Network Characteristics

12. Centrality: the concept of the “star"Centralization: less connectedness, one/ group control other

13. Decentralization: more connectedness among members, no one/group not control othersNetwork Characteristics

14. Network Characteristics

15. http://www.youtube.com/watch?v=ySG64wdojwE

16. Group Activities

17. Advertising : Decentralized Marketing : Centralized Finance : Centralized Depending on the nature and characteristics of works, organizations have different style on decision-making structure. Answers

18. The nature of organizations Size of organizationOrganizational culture Factors

19. In real case, how can we apply this theory on organization?Right type of structure Sharing information and exchange resourcesEnhance social influencesApplication

20. Borgatti, PS & Halgin, SD 2011, ‘On Network Theory’, Organization Science, Articles in Advance, pp. 1-14.Littlejohn, SW & Foss, KA 2008, ‘Network Theory’, Theories of Human Communication , 9thedn, CengageLearning, Wadsmorth, CA, pp. 260-262., ‘Organization Theory: Concepts and cases’, 5thedn, Pearson Education Australia, NSW. Malone, T 2004, Making the Decision to Decentralize, 29 March, viewed 13 August 2011, http://hbswk.hbs.edu/archive/4020.html‘Social connectedness’ 2010, The Social Report, viewed 20 August 2011, <http://socialreport.msd.govt.nz/social-connectedness/>.‘Social network analysis: Theory and applications’ 2011, WF ED 543 Evaluation of Investments in Workforce Education and Development, 3 January, PENNSTATE University, USA.Wasserman, S & Faust, K 1994, Social network analysis: methods and applications, Cambridge University Press, USA.References