social network analysis and historical and ethnographic research
DESCRIPTION
Presented at SUNBELT XXXIVTRANSCRIPT
SNA & HERMore than a marriage of convenience
John McCreery, The Word Works, Ltd
DEFINITIONS
• SNA: Social Network Analysis
• HER: Historical and Ethnographic Research
LITERATURE REVIEWA burgeoning literature spanning sociologies of culture and social network methods has for the past several decades sought to explicate the relationships between culture and connectivity. A number of promising recent moves toward integration are worthy of review, comparison, critique, and synthesis. Network thinking provides powerful techniques for specifying cultural concepts ranging from narrative networks to classification systems, tastes, and cultural repertoires. At the same time, we see theoretical advances by sociologists of culture as providing a corrective to network analysis as it is often portrayed, as a mere collection of methods. Cultural thinking complements and sets a new agenda for moving beyond predominant forms of structural analysis that ignore action, agency, and intersubjective meaning.
Abstract from Mark A. Pachucki and Ronald L. Breiger ,“Cultural Holes: Beyond Relationality in Social Networks and Culture.” Annual Review of Sociology, 2010, 36: 205
A CLASSIC PROBLEM • The world is divided into things comprehended by
mathematics and things for which, if the mathematics exists, it hasn’t been discovered yet.
• Difficulties arise when only the things comprehended by mathematics are taken to be real and everything else only epiphenomenal.
A BIFURCATED WORLD
• Naturwissenschaft v Geisteswissenschaft
• Science v Humanities
• Quants v Quals
• Modelers vs Interpreters
TODAY’S PROPOSITION
USING REAL DATA FROM AN ON-GOING PROJECT
THE RESEARCH PLAN
• Credits data from Tokyo Copywriters Club Advertising Copy Annual: 1981, 1986, 1991, 1996, 2001, 2006
• Social Network Analysis with Pajek (SNA)
• Historical and Ethnographic Research (HER), Trade Press and Interviews
THE DATA 1981-2006
AdsRoles
Creators
3634
22907
7018
WHO IS IMPORTANT HERE?
Rank Value Id
1 244.0000 Nak190
2 172.0000 Sas3
3 139.0000 Soe903
4 126.0000 Aki264
5 90.0000 Oka258
6 89.0000 Iwa101
7 84.0000 Mak65
8 84.0000 Kas90
9 71.0000 Oka1165
10 67.0000 Oos113
Top 10 by Participation RateRank Value Id
1 421.0000 Sas3
2 345.0000 Nak190
3 332.0000 Oka258
4 289.0000 Iwa101
5 254.0000 Oos113
6 210.0000 Tad27
7 206.0000 Sig283
8 199.0000 Aki264
9 198.0000 Saw8
10 173.0000 Soe903
Top 10 by Co-Creators
1. Participation rate:=2-mode actor degree; number of ads 2. Co-Creators=1-mode actor degree; have worked together
WHY DOES THE ORDER CHANGE?
Rank Value Id
1 244 Nak190
2 172 Sas33 139 Soe903
4 126 Aki264
5 90 Oka258
6 89 Iwa101
7 84 Mak65
8 84 Kas90
9 71 Oka1165
10 67 Oos113
Top 10 by Participation RateRank Value Id
1 421 Sas3
2 345 Nak1903 332 Oka258
4 289 Iwa101
5 254 Oos113
6 210 Tad27
7 206 Sig283
8 199 Aki264
9 198 Saw8
10 173 Soe903
Top 10 by Co-Creators
1. Nak190 (Nakahata Takahashi) 2. Sas3 (Sasaki Hiroshi)
Cluster Freq Freq%
0 1 0.0142
1 345 4.91592 2519 35.8934
3 3172 45.19814 610 8.6919
5 69 0.9832
6 6 0.0855
K-NEIGHBOR DISTRIBUTIONS
Cluster Freq Freq%
0 1 0.0142
1 421 5.9989
2 3246 46.25253 2489 35.4659
4 506 7.2100
5 52 0.7410
6 5 0.0712
7 2 0.0285
0
1
2
3
4
5
6
0 12.5 25 37.5 50
Mode at K3
0
1
2
3
4
5
6
7
0 12.5 25 37.5 50
Mode at K2
K-neighbors of Nak190
K-neighbors of Sas3
1. K-neighbor distribution from 1-mode network projected from 2-mode network 1. Total ego-networks are same size (6722 of 7018 creators, with 296 unknown)
TEAM SIZE BY MEDIA
TV Other Media
No. of Ads 914 2720
Min 1 1
Max 31 17
Median 9.000 5.00
Mean 10.1575 5.0085
Std. Deviation 4.3250 2.0443
1. Team size=2-mode event degree; creators per ad 2. On average, TV teams are twice as large as teams
for other media
BY MEDIUM & AGENCY
Cluster Freq Freq%
1. TV 67 38.95352. Radio 6 3.4884
3. Newspapers 31 18.0233
4. Magazines 4 2.3256
5. Posters 51 29.6512
6. Other 13 7.5581
Cluster Freq Freq%
1. Dentsu 168 97.67444. Other 4 2.3256
Cluster Freq Freq%
1. TV 40 16.39342. Radio 2 0.8197
3. Newspapers 92 37.7049
4. Magazines 36 14.7541
5. Posters 68 27.8689
6. Other 6 2.4590
Cluster Freq Freq%
1. Dentsu 43 17.6230
2. Hakuhodo 8 3.2787
4. Other 193 79.0984
Nak190 by Medium
Nak190 by Agency
Sas3 by Medium
Sas3 by Agency
BREAKDOWN BY YEARS1981, 1986,1991,1996, 2001, 2006
TWO OVERLAPPING BUT VERY DIFFERENT CAREERS
DIFFERENCES BY YEAR & MEDIA
Nak190 By Year and Media
1981
1986
1991
1996
2001
2006
0 20 40 60 80
TV Radio Newspapers Magazines Posters Other
Sas3 by Year and Media
1981
1986
1991
1996
2001
2006
0 20 40 60 80
TV Radio Newspapers Magazines Posters Other
NAK190 (1981)Nakahata Takashi (Nak190) is already an established figure; had won his newcomer prize and become a TCC member in 1970His winning ads are all for “Other” agencies, primarily Sun Ad, which he joined in 1972 and works with art director Kasai Kaoru (Kas90)
The majority are print, primarily newspaper ads; but his TV commercial for Tory's whiskey wins the Grand Prix at Cannes
1986, A Rival Appears
Sasaki Hiroshi (Sas3) is a newcomer, with only three winning ads
He works for Dentsu, Japan's largest agency
First ads are print ads, one newspaper, two magazine ads; a pattern typical for young copywriters
Nak190 Sas3
1991, Sasaki Rising
Sasaki’s network is growing
Nakahata is involved in ads produced by Dentsu and Hakuhodo; but most of his work is still for Other agencies
Sasaki is now doing TV
Nak190 Sas3
1996, The Rivalry Peaks
Sasaki’s network is growing
Nakahata continues to work primarily for Other agencies. Sasaki is Dentsu all the way (the blue, I discover, is a coding error)
Both are doing more TV
Nak190 Sas3
2001, Sasaki Surges
Sasaki’s network is larger than Nakahata’s
Nakahata, Other; Sasaki, Dentsu (again the blue is a coding error)
Note the diversity of media in Sasaki’s ads. He is now a senior creative director in charge of large campaigns
Nak190 Sas3
2006, Nakahata Declining
Nakahata’s network now resembles the one with which Sasaki started out
Nakahata’s three winning ads were all done for Dentsu
All three of Nakahata’s winning ads are TV commercials
Nak190 Sas3
WHO DID THEY WORK WITH?Top two quartiles of generalised core distribution
NAK190 (1981)
NAK190 (1986)
NAK190 (1991)
NAK190 (1996)
NAK190 (2001)
SAS3 (1986)
SAS3 (1991)
SAS3 (1996)
ANZAI TOSHIO SASAKI’S BIG BREAKTHROUGH “OF COURSE KYOTO, LET’S GO”
SAS3 (2001)
SAWAMOTO YOSHIMITSUThe Softbank “White Family” Another huge success for Sasaki Another huge topic for cultural analysisSoftbank Mobile has topped the CM Popularity rankings for a sixth consecutive year making it the first company to achieve the feat. The 'White Family' series is of course the commercials behind Softbank's success on the chart, which is compiled by CM DATABANK. !The series, which stars a dog as the father, Kanako Higuchi as the mother, Dante Carver as the brother, and Aya Ueto as the daughter, continued its trend of unusual casting with appearances by comedian Sugi-chan, talento Reina Triendl, pop duo Every Little Thing and Hollywood actor Tommy Lee Jones !What the success of this commercial says about how Japanese families now see themselves is a very interesting question, indeed.
SAS3 (2006)
CONCLUSION
• From SNA to HER
• From HER to SNA
• Every turn of the cycle generates new questions that lead to richer descriptions and deeper understanding
THANK YOU