Social Networks and Social Influence: Implications for Information Transmission

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Social Networks and Social Influence
Implications for Information Transmission

• Study 1 Design
• Aleks Krotoski
• SPIES 16 February 2005

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PhD Topic Aims of the research

• To marry the complementary research paradigms of
  Social Network Analysis and Social Influence
• To track the diffusion of information within a
  population from genesis to the various
  sub-groups, through the transformation of the
  information, the meanings assigned and the
  influence factors which guide these processes

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Overview of PhD topic Theoretical Background

• Social Networks
• Using the basic structures of human interaction
  (isolates, dyads, cliques and systems), Social
  Network researchers aim to understand the effects
  the social system has on the individual
• Diffusion of innovation (e.g., Coleman et al,
  1977 Burt, 1987 Granovetter, 1973 Nyblom et
  al, 2003)
• The development of relationships, attitudes and
  behaviours (e.g., Festinger et al, 1954)
• The functioning of work groups (e.g., Bossavo,
  1996)
• Decision-making and the social understanding of
  risk perception (e.g., Scherer Cho, 2003)

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Overview of PhD topic Theoretical Background

• Social Influence
• Research, from conformity to compliance, aims to
  understand the processes by which people
  influence others thoughts, feelings and actions
  (Turner, 1991)
• Normative and Informational influence (Deutsch
  Gerard, 1955) work examines the influence the
  group has over the individual
• Elaboration Likelihood Model (Petty Cacioppo,
  1986) looks at source, message and recipient
  characteristics
• Cialdini (1993) looks at individual
  characteristics as influence factors (liking,
  reciprocity, social proof, commitment,
  consistency, authority)

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Overview of PhD topic Theoretical Background

• Gaps
• Social Network Analysis chooses as its units the
  links between individuals rather than individual
  factors themselves, and that further analysis of
  individual factors undermines the nature of the
  paradigm
• Social Influence researchers rarely consider the
  structure of interpersonal networks in their
  analyses
• However, Bauman et al (1996) and others argue
  that the two can be usefully combined to discern
  patterns of social influence

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Overview of PhD topic Theoretical Background

• Social Network Influence Theory (Freidkin
  Johnsen, 1996)
• Examines social power through social
  differentiation
• Opinion formation is a complex coordination of
  influence, role and structural factors
• Adds an interpersonal element to the analysis of
  networks more relevant to traditional social
  influence research, while remaining staunchly
  network analytic.
• However overly mathematical, never been used on
  bespoke datasets and doesnt consider other
  factors of social influence from a social
  psychological paradigm

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Design of Study 1 Purpose

• To develop a social network map of a social space
• To understand the inconsistencies between
  perceived and accurate patterns of contact
• To understand how characteristics of the network
  or perceptions of others affect the exchange of
  information within and between networks

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Design of Study 1 Aims

• To record interpersonal conversations
• To examine how novel information is spread
  through the population
• To understand which social influence processes
  participants perceive they are involved in, and
  which social influence processes the network data
  documents (through observing the dissemination of
  an innovative idea)

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Design of Study 1 Research Questions

• What are the differences between perceived and
  accurate patterns of contact?
• Who exhibits the differences?
• Under which circumstances are there differences?
• Why are there differences?
• What are the channels through which information
  is exchanged?
• How does this change the information?

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Design of Study 1 Method

• Population
• Massively Multiplayer Online Role Playing Game
  (MMOG) players
• Existing social structures, including power
  (Taylor, 2003), community (Squire Steinkuehler,
  in press) social hierarchy (Taylor, 2003)
  economies of ideology (Castronova, 2002)
  self-governance (Bradley Froomkin, 2003 Novek,
  2005)
• Traceable conversations
• Existing players from The Sims Online
• Recruitment in-game

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Design of Study 1 Method

• Phase 1
• Interviews for their close relationships and
  their perceived influence (sociometric analysis
  to include survey)
• Examination of various levels, including
  demographics, length of time in the game,
  dimensions of personal support etc.
• Examination of logged transcripts to compare
  subjective and objective networks

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Design of Study 1 Method

• Phase 2
• Introduce new information about an in-game event
• Trace information using chat logs
• Phase 3
• Survey participants at the event, and those not
  attending, for their information leads

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Design of Study 1 Method

• Phase 4
• Content analysis of transcripts from phases 2
  3
• Factors according to Cialdini, 1993 Deutsch
  Gerard, 1955 Petty Cacioppo, 1986

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Design of Study 1 Expectations

• There will be inconsistencies between self-report
  and electronic data sets because of the
  unreliability of self-report/name-generator
  methods. This will be based in part upon
  pluralistic ignorance.
• Different groups will understand and assimilate
  new information into their own representations in
  different ways. This is based upon rumour
  research and Moscovicis Social Representations
  Theory.
• Both structural equivalence and cohesion will
  have an effect on influence. This is based upon
  Friedkins Social Influence Network Theory,
  Latanés Social Impact Theory, Burts concept of
  structural equivalence and Colemans concept of
  cohesion.
• Social influence processes will include those
  stated by Cialdini (1993) liking, reciprocity,
  social proof, commitment, consistency, authority.
• Social influence processes will determine nodes
  or opinion leaders.

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Social Networks and Social Influence
Implications for Information Transmission

• Thank you!