Network Theory


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  • Social connectedness refers to the relationships people have with others and the benefits these relationships can bring to the individual as well as to society.
  • Network Theory

    1. 1. Warming Up!<br />
    2. 2. Network Theory<br />COMM2378 TCP<br />Lecturer: Duong Trong Hue<br />Tran Ngoc Son - s3245709<br />Hoang Duyen Ha - s3245615<br />
    3. 3. Social network theory, social network analysis or network analysis<br />Idea 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)<br />In 1954, Barnes coined the credible concept of social networks.<br />Origin of Network Theory<br />
    4. 4. A social network includes a set of actors (“nodes”) and the relationships (“ties”/ “edges”) between these actors (Wasserman & Faust 1994) <br />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)<br />Social structure created by communication among individuals and groups (Littlejohn & Foss 2008)<br />Network?<br />
    5. 5.
    6. 6. Line of Communication<br />
    7. 7. FORMAL<br />CEOs<br />Sale<br />Marketing<br />Finance<br />HR<br />A<br />B<br />C<br />D<br />INFORMAL<br />
    8. 8. Connections in Organization<br />
    9. 9. “Connectedness”<br />The Core Concept<br />Organization Network<br />Group Network<br />Personal Network<br />
    10. 10. Network Characteristics<br />Size : <br />Triad<br /> Relationship among 3 sides<br />Dyads<br />Direct communication between 2<br />Global Network<br /> Multi stakeholders<br />Subgroups<br />Groups forming organization<br />
    11. 11. Multiplexity: multiple functions that the same links within a network can fulfill. <br />E.g.: friendship, sharing information or influence .<br />Network Characteristics<br />
    12. 12. Centrality: the concept of the “star"<br /><ul><li>Centralization: less connectedness, one/ group control other
    13. 13. Decentralization: more connectedness among members, no one/group not control others</li></ul>Network Characteristics<br />
    14. 14. Network Characteristics<br />
    15. 15.<br />
    16. 16. Group Activities<br />
    17. 17. Advertising : Decentralized <br />Marketing : Centralized <br />Finance : Centralized <br /><ul><li> Depending on the nature and characteristics of works, organizations have different style on decision-making structure. </li></ul>Answers<br />
    18. 18. The nature of organizations <br />Size of organization<br />Organizational culture <br />Factors<br />
    19. 19. In real case, how can we apply this theory on organization?<br />Right type of structure <br />Sharing information and exchange resources<br />Enhance social influences<br />Application<br />
    20. 20. Borgatti, PS & Halgin, SD 2011, ‘On Network Theory’, Organization Science, Articles in Advance, pp. 1-14.<br />Littlejohn, SW & Foss, KA 2008, ‘Network Theory’, Theories of Human Communication , 9thedn, CengageLearning, Wadsmorth, CA, pp. 260-262.<br />, ‘Organization Theory: Concepts and cases’, 5thedn, Pearson Education Australia, NSW. <br />Malone, T 2004, Making the Decision to Decentralize, 29 March, viewed 13 August 2011,<br />‘Social connectedness’ 2010, The Social Report, viewed 20 August 2011, <>.<br />‘Social network analysis: Theory and applications’ 2011, WF ED 543 Evaluation of Investments in Workforce Education and Development, 3 January, PENNSTATE University, USA.<br />Wasserman, S & Faust, K 1994, Social network analysis: methods and applications, Cambridge University Press, USA.<br />References<br />