Social Network Theory

Social network theory is a branch of social science that is non reductionist and applies to a variety of human organizations; from minor communities to major groups including the entire world population. The social relationships of these organisations are examined and described in terms of nodes and ties. Nodes denote the individual actors of a network, and ties allude to the relationship or link between the actors. A social network map or diagram illustrates the concept where nodes are often represented by points and ties are represented by lines. In the case of social networks, the objects refer to individuals or groups of individuals. For example, a network may involve an individual and the mapping of their connections with every other person they may be associated with; these mapping can be directional or bi-directional. The simplest network involves two nodes and their relationship; this is called a ‘dyad’. Subsequently, a network with three nodes is known as a ‘triad’. There are also larger networks that involve subgroups of individuals. Social network maps assist in the evaluation of ties, nodes and the social capitals of individuals.

The essence of social network theory defers from the traditional studies of sociology. Sociology studies works off the basis that an actor’s attributes are significant; however, social network theory presumes that the attributes of an actor are of less importance to their relationship and ties with other actors of the network. Social network theory is useful for describing many real-world phenomenas and proves that network structure influences the ability of individual agencies.

Social capital refers to the positioning of an individual in a network and its ability to obtain resources from other people who are involved in the same network. An individual with a higher number of connections will fundamentally acquire greater knowledge, influence and power. Social capital can have a substantial influence on a person’s life; affecting such aspects as job searches and potential for promotions.

Social networks have been advantageous in examining interactions between companies through the characteristics of links and associations shared between executives, employees and other allied affiliates. The essence of social networks provides companies with dynamic methods for collecting information, deter competition and even assist in the planning of price and policy settlements. It can also be useful when identifying groups and cliques.

The study of social networks is important since it helps us better understand how and why we interact with one another, as well as how technology can alter this interaction. The advancement of technology has introduced new areas of research. The field of social network theory has grown considerably during the past few years.


References:

Appalachian State University and York University (September 9, 2005),
Theories used in IS Research: Social Network Theory.
from http://www.istheory.yorku.ca/socialnetworktheory.htm

Charles Kadushin (February 17, 2004 ),
Introduction to Social Network Theory.
from http://home.earthlink.net/~ckadushin/Texts/Basic%20Network%20Concepts.pdf

Jason Ethier, Current Research in Social Network Theory.
from http://www.ccs.neu.edu/home/perrolle/archive/Ethier-SocialNetworks.html