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Social Network AnalysisExamining the Role of Network Ties in Supporting KnowledgeManagement
Jennifer MaddrellAECT 2009 - Louisville, KY - October 29, 2009
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Purpose
Review of Sociology Literature What can be learned about knowledgenetworks from social network analysis
theory and research?
Influence of Network Ties
Heuristics and Questions from
Research Network Examples
Networked Professional Development
Networked Classroom
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Social Network AnalysisResearchers
Thomson Reuters
ISI Web of KnowledgeDatabase
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Citations to Granovetter
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86% of Citations to 2 Papers
Granovetter, M. S. (1973). TheStrength of Weak Ties. The
American Journal of Sociology,
78(6), 1360-1380.
Granovetter, M. S. (1985). Economic
action and social structure: Theproblem of embeddedness.
American Journal of Sociology,
91(3), 481-510.
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Granovetter Social NetworkAnalysis
Suggested as way to bridge micro andmacro levels of sociological theory
Micro: small groups
Macro: diffusion, mobility, communityorganization
Focuses on:
Strength of interpersonal ties Impact of ties on macro level issues
Theory and research on social structurebeyond the primary group and on
relationships between groups
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Strong and WeakInterpersonal Ties
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Influence of Network Ties
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Diffusion
Assumptions
All bridges are weak ties
New information spreads through
weak ties
Implications
Those without weak ties lack new
messages However transmission through
indirect ties can become distortedand prone to misunderstanding
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Bridging Value
Assumptions
Weak ties are valuable as theyfacilitate connections to other
networksTends to hold true for higher rather
than lower socioeconomic groups
Implications Weak ties offer mobility through new
connections
Theory refined to suggest the value of
each bridge not equivalent
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Network Norms
Assumptions
Dense networks have a highproportion of interconnections
Network density plays a role inestablishing norms
Implications
Norms will likely to form in densenetworks more
Large groups less able to set andenforce norms
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Collective Action
Assumptions Cost of membership = network
participation
Interdependence fostered when onepersons participation depends uponthe participation of another
Implications Discourages support for lurkers in the
network
Reciprocal obligations fuel collectiveaction
Coordination of contributions within
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Questions for FutureResearch
What are the characteristics of weaktie bridges that make somesuccessful and others less
successful? How does network content,
governance and structure emerge
and develop over time? What is the potential for interplay
between dense networks ofstrong
ties and weak tie bridges?
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Heuristics
Identify and utilize weak tieconnections to spur innovation andmessage diffusion
Support inter-unit bridges Span structural holes for strategic
advantage
Promote interdependence among strongtie clusters
Support relationships among denselyclustered strong tie relationshipsthrough coordination of
contributions
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Some examples
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Networked ProfessionalDevelopment
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The EdTechTalk.comWebcasts
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Networked Connections
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Ties to other Networks
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How are connections
facilitated?
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In the beginning
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Twitter Research Questions
What are the experiences ofparticipants in a twitter.com sub-network?
What is the nature of thecommunication and interaction?
What are users' perceptions about theinteraction and communication?
Why do users participate? How do users represent themselves?
What are the demographic
characteristics?
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Networked Classroom
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Interaction
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The Networked Classroom
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http://eci831.wikispaces.com
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What We Observed
N P f T l
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No Perfect Tool orTechnology
h // b d /i 692
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http://open.byu.edu/ipt692r-wiley
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Other examples?
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Presentation and Paper at:
http://DesignedToInspire.com/drupal/aect2
http://designedtoinspire.com/drupal/aect2009http://designedtoinspire.com/drupal/aect2009Recommended