(social) networks analysis i - uzh00000000-408a-7877...relational processes or focuses on properties...
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(Social) Networks Analysis I
Prof. Dr. Daning Hu Department of Informatics University of Zurich Sep 17th, 2014
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Outline n Basic Concepts of Networks
n Two Modes of Social Network Analysis
n Network Data Modeling and Analysis (For Tutorial)
n Ref Book: Social Network Analysis: Methods and Applications (Structural Analysis in the Social Sciences) ¨ http://www.amazon.com/Social-Network-Analysis-Applications-Structural/
dp/0521387078
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What is a Network?
Tie/Link: Relationship or interaction between two nodes.
Node: Any entity in a network
(person, system, group, organization)
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Fundamental Concepts in (Social) Network Analysis
n Node, Actor (Social Network)
n Tie, Link
n Dyad and Triad
n Subgroup and Group
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Nodes and Actors
n “Discrete individual, corporate, or collective social units” (Wasserman/Faust 2008:17)
n Node Example: Products in a purchase newtork n Actor Examples: people in a group, departments within in a
corporation, public service agency in a city, nation-states in the world system
n “Node” does not imply that they have intention or the ability to “act”
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Ties and Links
n Actors (nodes) are linked to one another by social ties (links) ¨ Kinship, role-based, cognitive, affective, interactions, affliations
n Example of direct ties in SNA (Wasserman/Faust 2008:17): ¨ Evaluation of one person by another (expressed friendship, liking, or
respect) ¨ Transfers of material resources (business transactions, lending or
borrowing things) ¨ Behavioral interaction (talking together, sending messages) ¨ Physical connection (a road, river, or bridge connecting two points) ¨ Biological relationships (kinship or descent)
n Indirect ties ¨ Association or affiliation (jointly attending a social event, or
belonging to the same social club)
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Undirected vs Directed Ties
n Undirected ties - attended meeting with - email daily with
n Directed ties - lent money to
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Strength of Ties or Links
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Dyad and Triad
n Dyad: a tie between two actors ¨ “consists of a pair of actors and the (possible) tie(s) between
them” (Wasserman/Faust 2008:18) ¨ Shows “properties of pairwise relationships, such as whether ties are
reciprocated or not, or whether specific types of multiple relationships tend to occur together”
n Triad: “Triples of actors and associated ties” (Wasserman/Faust 2008:19) ¨ “a subset of three actors and the (possible) tie(s) among
them” (Wasserman/Faust 2008:19) ¨ Triadic analyses focus on the fact whether the triad is ¨ Transitive : if actor i “likes” actor j, and actor j in turn “likes” actor k,
then actor i will also “like” actor k ¨ Balanced: if actors i and j like each other, then i and j should be similar
in their evaluation of a third actor, k, and i and j dislike each other, then they should differ in their evaluation of third actor, k
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Components n Maximal sets of nodes in which every node can reach every other by
some path. A connected network has just one component.
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Was to Traverse the Network
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Two Modes of Social Network Analysis
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One-mode complete network
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One-mode ego network
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Ego Network Analysis
n Ego Network Analysis combine the perspective of network analysis with the data of mainstream social science
n No computer assisted analysis needed
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Two-mode Complete Network
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Two-mode Ego Network
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Two-mode Network Transformation
n From Zan Huang et al., 2009, Management Science
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Network Analysis: Data Modeling and Analysis
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Network Distance Matrix
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Network Analysis: Major Data Formats
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Example of Real-World Networks ¨ Protein network ¨ Freshwater food web ¨ The Internet ¨ The World-Wide Web ¨ High school friendship network
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What do we want to find out through network analysis?
n How to model the topology of large-scale networks? n What are the organizing principles underlying their
topology? n How does the topology of a network affect the diffusion of
information, innovation, fads, contagious diseases, and viruses in a network?
n How do networks evolve?
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What differences exist between a social network analysis and a non-network explanation?
n In non-network explanations the main focus is on: attributes of autonomous individual units, the associations among these attributes, and the usefulness of one or more attributes for predicting the level of another attribute
n social network analysis: à refers to the set of actors and the ties among them à views on characteristics of the social units arising out of structural or
relational processes or focuses on properties of the relational system themselves
à the task is to understand properties of the social (economic or political) structural environment, and
à how these structural properties influence observed characteristics and associations among characteristics
à relational ties among actors are primary and attributes of actors are secondary
(Wasserman/Faust 2008: 6-9)