Key takeaways and triggers from Rational Choice Theory:
- Social networks consist of nodes (e.g. individuals or groups) and ties (relationships or connections between nodes).
- Social networks can be analyzed using methods from mathematics, computer science, and other fields to identify patterns and structures that influence individual and group behavior.
- Social networks are important for understanding how stuff (e.g. information, resources, and opportunities, … covid-19) flows through society.
- The structure of social networks can have a significant impact on individual and group outcomes, such as health, happiness, and success.
- Social network analysis can be used to identify influential individuals or groups, measure the strength and importance of relationships, and track the spread of stuff (e.g. mail, information, or behavior) through a network.
- Social network theory can help us understand how social norms and values are created and enforced within a network.
- Ties in social networks can we weak or strong; … or hold any other tie property/attribute
Why is Social Network Analysis (SNA) important?
By understanding Social Network Theory, we can gain a deeper understanding of how social networks operate and how they can influence individual and group behavior in various contexts.
- Networks link micro-level behaviours to emergent macro-level outcomes (see “Coleman’s boat”).
- Analysis of individuals in their social context
- understanding phenomena such as diffusion, imitation, collective action, etc.
Key theorists:
- Georg Simmel - Simmel is considered one of the founding fathers of sociology and his work on social networks and social structure laid the foundation for modern Social Network Theory.
- Mark Granovetter - Granovetter's work on the strength of weak ties and the importance of social networks in job searches has been influential in the field of sociology.
- Ronald Burt - Burt's work on structural holes in social networks has been influential in organizational theory and business management.