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Exploratory Social Network Analysis with Pajek: Diffusion
This document discusses concepts related to the diffusion and spread of innovations through social networks. It covers key topics such as diffusion models like the two-step flow model, metrics for analyzing social network structures, factors that influence adoption rates like centrality and density, and concepts like critical mass and thresholds. Models of contagion are also referenced, drawing parallels to the spread of diseases.
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Exploratory Social Network Analysis with Pajek: Diffusion
- 1. Exploratory Social NetworkAnalysis Diffusion
- 2. DIFFUSION • Diffusionis Brokerage with a TIME Dimension • What is Diffused is Called Innovation • Disease, Product, Opinion, Attitude, … • Models • Two-Step Flow Model 1. Mass Media Inform & Influence Opinion Leaders 2. Opinion Leaders Influence People within Their Communities SOCIOMETRISTS
- 3. CONTAGION • Spreadof Infectious Diseases • Passing on an Innovation via Social Ties Social Contagion • Diffusion Curve • Logistic S-shape Cumulative Percentage of Adopters Time 100% 0%
- 4. METRICS • Dense/ Sparse Network • Connected / Unconnected Network • bi-Component / Components with Cut-Points or Bridges • Larger Neighborhood Count of a Person The Earlier Adaptation of Innovation • A Central / Marginal Position in the network
- 5. • Simple SituationInnovation is Adopted (Disseminate) by an Edge, Vertex to Neighbors • Realistic Complex Networks Different Adoptability Toward an Innovation • Receptive ≠ Reluctant ADOPTION
- 6. ADOPTION • Theexposure of a vertex in a network at a particular moment is the proportion of its neighbours who have adopted before that time. It may be the thought of as a chance to adopt Exposure • Threshold of an actor is his or her exposure at the time of adoption. It Thresholds is a factual measure • A threshold lag is a period in which an actor does not adopt although Threshold Lag he or she is exposed at the level at which he or she will adopt later.
- 7. CRITICAL MASS BiologicalMetaphor A bacteria may either succeed to overcome the resistance of the human body and develop into a disease or does not gain the upper hand and is oppressed. The spread of a disease has a critical limit: once it is exceeded, the bacteria multiplies quickly The critical mass of a diffusion process is the minimum number of adopters needed to sustain a diffusion process.