Yon Soo Lim, Ph.D.Yon Soo Lim, Ph.D.Research FellowResearch Fellow

WCU Webometrics InstitueWCU Webometrics InstitueYeungnam UniversityYeungnam University

yonsoolim@gmail.comyonsoolim@gmail.com

Network AnalysisNetwork analysis is a set of research

procedures used for identifying structures in social systems based on the relations among a system’s components (Richards & Barnett, 1993; Rogers & Kincaid, 1981).

Network Analysis

Network AnalysisNode

Unit of analysis (individual or higher-level component)

Other terms: actors, points or vertices

LinkRelationship between nodes Other terms: lines, edges or geodesics

Network AnalysisSocial/communication network analysis

Semantic network analysis

Neural network analysis

Social Network AnalysisSocial network analysis is a set of research

procedure identifying the structure of communication relationships and flows among components in a social system, such as people, groups, organizations, nations, and other information processing entities.

SoftwareUCINET (Borgatti, Everett & Freeman)MULTINET (Richards & Seary)NETMINER (Cyram)PAJEK (Batagelij & Mrvar)

Network Survey QuestionnaireWhich of these people do you communicate with on a weekly basis? If you communicate with them, please place a one (1) by their name and if you do not communicate with them weekly, place a zero (0) by their name for both business and social non-work issues. If you do speak with them, please indicate whether face-to-face, phone, email, etc.

Do you communicate with this person:

Business communication Social Non-work Resources Used

Ed Peet      

Karen Shed      

Carlton Smith      

Tracy Pope      

Dr. Todd McCune      

Dr. Linda Clark      

Jennifer Heisner      

Melanie Lowe      

Cindy VanMeter      

Tracy Gilmore      

Beth Murnane      

Bill Morrison      

Tom Redmond      

Rene Kunego      

Joanne McIllwaine      

Frank Blasioli      

Sue Ann Burley      

Vivian Bulriss      

Results of Social Network Analysis

Business Communication Social Communication

A Cross-Cultural Comparison of Online Forum Structures on MMOGs

Power:Power: RedRed > Yellow > > Yellow > GreenGreen

Korea United States

Number of Nodes = 4,384 Number of Links = 9,304 Density = 0.000951 Centralization = 24.8%

Number of Nodes = 10,966 Number of Links = 28,268 Density = 0.000458 Centralization = 11.4%

International Aid Network

Int’ Telecommunication Network

Semantic Network AnalysisSemantic network analysis is a systematic

technique of content analysis to identify the meaning structure of symbols or concepts in a set of documents by using network analysis (Monge & Contractor, 2003; Monge & Eisenberg, 1987).

Semantic network represents a relationship of shared understanding of cultural products among members in a social system (Monge & Contractor, 2003).

CATPACA popular software for semantic network analysis

A self-organizing artificial neural networkKeyword identificationCluster analysis (dendogram)MDS

Explore the pattern of interrelationship among words based on the probability of their co-occurrence

Semantic networks(Blogs vs. Newspapers)

Centralization = 19.6%Centralization = 19.6%

Blogs NewspapersCentralization = 44.2%Centralization = 44.2%

Semantic networks(Progressive vs. Conservative)

Centralization = 20.0%Centralization = 20.0%

Progressive News Conservative NewsCentralization = 46.6%Centralization = 46.6%

Semantic Network of IDCs

Neural Network AnalysisNeural network analysis is modeling dynamic

attitudinal structures and cognitive processes based on natural neural networks in human brains.

Defining AttitudeAttitudes can be defined as associations, associations,

represented in memory, between attitude represented in memory, between attitude objects and their evaluations objects and their evaluations (Fazio, 1990; 1995).Attitude objects: anything that can be

designatedEvaluations: summary assessments considering

cognitive, affective, and behavioral associations AttitudeObject

Evaluation

AttitudeAttitude

Interattitude StructureA simple example

ChickenChicken DuckDuck

Evaluation

“I don’t like chicken because I am allergic to chicken.”

“I don’t like duck either because it is a kind of chicken.”

Galileo Spatial-linkage ModelNeural networks in human brains

The model represents interattitude structure within a spatial coordinate system.

Theoretical propertiesCategorizationCognitive mapSelf-concept

CategorizationCategorization is a basic cognitive process to

understand our world. Similarity / Dissimilarity

≠=

Cognitive MapMapping spatial mental structure of human

brain

Mental Structure

Galileo Space

Self-ConceptConscious representation of a personAn attitude can be defined as the distance

between the self-concept and the designated concept.

Galileo Space

Myself

ExampleGalileo survey

Participants: 218 UB undergraduate studentsA paper-based survey12 concepts for the study

A complete list of 66 pair comparisons

PovertyEducationHealthHuman RightsHuman ResourcesNatural Resources

Social SafetyGovernmental LeadershipGlobal CooperationGlobal ConflictInternational Aid

SelfSelf

Example of Galileo SurveyIf COOPERATION and CONFLICT are 100

units apart, how different or how far apart is each word or phrase from the other in the pair?

POVERTY and EDUCATION are __ units apart.

Mean Distance Matrix

Neural NetworkGalileo space

Message Strategy for IDCsHealth

Internationalaid

HumanRights

EducationTarget (Self)

Resultant

14.41 units

72.67 units

MessageINTERNATIONAL AID is closely related to EDUCATION, HEALTH, and HUMAN RIGHTS.

International aid promotes human rights for everyone throughout the world by providing health care and education. We want you to pledge your support. Join the growing global movement for international aid. Your support will help to achieve an increase in international aid, promoting human rights to provide health care and education for everyone in the world.

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Comparison of the Galileo spaces

Comparison of Concept Distances

Edu & Health62.16(7.02) 59.07(6.92) 3.09 45.33(4.63)16.83Edu & HR 53.34(6.66) 47.95(6.29) 5.39 46.00(6.37) 7.34Edu & Aid 68.52(7.04) 55.76(7.41)12.75 47.88(4.57)20.64Health & HR 65.02(7.33) 50.32(6.53)14.69 45.64(4.79)19.38Health & Aid 64.67(6.80) 55.64(6.12) 9.03 50.93(5.33)13.75HR & Aid 60.28(5.94) 49.36(6.41)10.92 55.65(5.50) 4.63Aid & Self 104.94(9.44) 76.93(7.18)28.01 80.70(7.03)24.24

ΔDistance ΔDistanceDistanceControl (n=65) One-time (n=59) Two-time (n=94)

Note. () standard error

Kruskal-Wallis Test: χ2 = 7.043, df = 2, p < .05Mann-Whitney U test: Control > One-time = Two-time (p < .05)

DiscussionNetwork analysis has been applied for

diverse social scientific research.

Its practical application has a large scope from individual to international level.

However, network analysis has several limitations.Modeling dynamic processes over timeSampling & gathering dataMeasures (e.g. centrality and density)

ResourcesInternational Network for Social Network

Analysis (INSNA)

http://www.insna.org

SOCNET - a LISTSERV list, allows network researchers worldwide to discuss research and professional issues, make announcements, and request help from each other.

http://www.insna.org/INSNA/socnet.html