exploratory social network analysis with pajek: diffusion
DESCRIPTION
Exploratory Social Network Analysis with Pajek Chapter 8: DiffusionTRANSCRIPT
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Exploratory Social Network Analysis
Diffusion
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DIFFUSION
• Diffusion is 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 Leaders2. Opinion Leaders Influence People within Their Communities SOCIOMETRISTS
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CONTAGION
• Spread of Infectious Diseases• Passing on an Innovation via Social Ties
Social Contagion
• Diffusion Curve• Logistic S-shape
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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
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ADOPTION
• Simple Situation Innovation is Adopted (Disseminate) by an Edge, Vertex to Neighbors
• Realistic Complex Networks Different Adoptability Toward an Innovation• Receptive ≠ Reluctant
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ADOPTION
Exposure•The exposure 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
Thresholds •Threshold of an actor is his or her exposure at the time of adoption. It is a factual measure
Threshold Lag •A threshold lag is a period in which an actor does not adopt although he or she is exposed at the level at which he or she will adopt later.
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CRITICAL MASS
The critical mass of a diffusion process is the minimum number of adopters needed to sustain a diffusion process.
Biological Metaphor 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
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