SOCIAL NETWORKING

Module-2
Agenda—Social Structure

 Social Structure; Inequality and segregation;

 Economic and Organizational networks
 Networks and cooperation
 Networks and Social capital
Social Structure

 Social life is composed of many levels of building blocks, from the very micro
to the very macro. These building blocks combine to form the social
structure.
 Social structure is the organized set of social institutions and patterns of
institutionalized relationships that together compose society.
 Social institutions are structures of society that intends to meet the needs of
the society’s members and helps them to function.
 Family, education, religion, government, economic systems…..
 It refers to the way that individuals are connected and interact with each
other. It includes patterns of relationships, roles, and norms that exist within
the network.
 This structure can influence how information spreads, how individuals form
opinions and make decisions, and can also impact individual behavior and
well-being.
 It is both a product of social interaction and directly determines it. They are
always present and affect all dimensions of human experience in society.​
Types of Social Structures

 Social interaction, i.e., the ways in which people interact with each other is
structured or organized through a particular framework, which is known as
social structure.
 Social structure is “the social patterns through which a society is
organized” These patterns can be either horizontal or vertical:

 Vertical social structure.

 Horizontal social structure
 Vertical social structure: It is defined as referring to “ways in which a society or group ranks
people in a hierarchy, with some “more equal” than others” . It denotes how societies classify
people hierarchically.
 For example, in industrial societies around the world, one’s position is shaped by factors such
as their gender, ethnicity, class, etc .
 Thus in a vertical social structure, those from the most privileged communities might be at the
top while others are at the middle or bottom.
 People’s positions have a tremendous effect on how their lives and their families’ lives play
out in terms of opportunities, resources, behaviours and so on.
 Horizontal social structure: refers to the characteristics of the various groups to which
people belong and their social relationships
 horizontal social structure refers to the social relationships and the social and physical
characteristics of communities to which individuals belong,
Components of Social Structure

 Statuses
 Roles
 Groups and Organizations
 Social Institutions
 Societies
Components of Social Structure

 Statuses--the position that someone occupies in society . We call all the positions an
individual occupies that person’s status set
 The first type is ascribed status, which is the status that someone is born with and has
no control over.
 There are relatively few ascribed statuses; the most common ones are our biological
sex, race, parents’ social class and religious affiliation, and biological relationships
 The second kind of status is called achieved status, which, as the name implies, is a
status you achieve, at some point after birth, sometimes through your own efforts
 The third type of status is called a master status. This is a status that is so important
that it overrides other statuses you may hold.
 gender, race, and sexual orientation may also be considered master statuses,
 Roles;
 status is accompanied by a role, which is the behavior expected of someone—and in
fact everyone—with a certain status.
 A major dimension of socialization is learning the roles our society has and then
behaving in the way a particular role demands
 Groups and Organizations
 A social group consists of two or more people who regularly interact on the basis of
mutual expectations and who share a common identity. .
 one of the most important types is the formal organization , which is a large group
that follows explicit rules and procedures to achieve specific goals and tasks.
 Social Institutions
 patterns of beliefs and behavior that help a society meet its basic needs.
 Modern society is filled with many social institutions that all help society meet its
needs and achieve other goals and thus have a profound impact not only on the society
as a whole but also on virtually every individual in a society.
 Examples of social institutions include the family, the economy, the polity
(government), education, religion, and medicine
 Societies-- group of people who live within a defined territory and who share a
culture. Societies certainly differ in many ways; some are larger in population and some
are smaller, some are modern and some are less modern.
Social structure

 In social networks, social structure refers to the patterns of relationships

between individuals and groups. These patterns can take many different
forms, and can be influenced by a variety of factors such as age, gender,
cultural background, and shared interests.
 One aspect of social structure in social networks is the presence of different
types of ties between individuals.
 For example, strong ties are close relationships between individuals, such as
family members or close friends, while weak ties are more distant
relationships, such as acquaintances. Strong ties tend to be more emotionally
intense and provide more support, while weak ties can be more useful for
exchanging information and access to new opportunities.
 Another aspect of social structure in social networks is the presence of different
types of groups. These can include formal groups, such as clubs or organizations, and
informal groups, such as friendship circles or interest groups.
 The structure of these groups, including the roles and relationships of individuals
within them, can have a significant impact on the behavior and experiences of their
members.
 ASPECTS OF SOCIAL STRUCTURE IN SOCIAL NETWORKING:
• Centrality: A common question when analyzing organizations or societies is how
important an individual is.
• Social network analysis can be used to measure the importance of a person as a
function of the social structure of a community or organization.
• In social networks, centrality measures this kind of structural importance of the node
of a person.
• This refers to the extent to which an individual is connected to other members of the
network. Individuals who are highly connected and have many connections to other
members are considered to be more central in the network.
• Homophily: This refers to the tendency of individuals to form relationships with
others who are similar to them in some way, such as sharing the same interests,
values, or characteristics. Homophily can influence the structure of social networks
by creating clusters of similar individuals
• Homophily in personality has been suggested to serve two main functions. First, it
may reduce cognitive load: if other individuals act and react similarly to oneself,
less cognitive effort has to be spent in predicting their behavior
• Second, if homophily is a widespread social choice criterion, it can increase network
density

• Hierarchy: This refers to the presence of a hierarchy or rank order within a

network, with some individuals having more power or influence than others.
Hierarchy can be based on a variety of factors, such as wealth, status, or expertise.
INEQUALITY AND SEGREGATION

 Inequality and segregation can also occur in social networks, and can have significant
impacts on individuals and groups.
 Addressing inequality and segregation in social networks is an important aspect of
promoting social justice and fairness. This can involve efforts to build more inclusive and
diverse networks, and to ensure that all individuals have equal access to resources and
opportunities within those networks.
 Inequality in social networks can take many forms, such as differences in the number or
quality of connections an individual has, or differences in the resources and opportunities
available to different individuals or groups. This can lead to unequal access to information,
support, and opportunities, which can reinforce existing inequalities in society.
 Digital divide: The "digital divide" refers to the gap between individuals who have access
to technology and the internet, and those who do not. This divide can contribute to
inequality in social networks, as those without access may be excluded from certain
networks and resources.
DIGITAL DIVIDE

 During the 1990s, researchers and policy makers began discussing the presence of
a so-called “digital divide,” a distinction of people who do and do not have
access to information and communication technologies (ICTs). The concept of the
digital divide stems from a comparative perspective of social and information
inequality and depends on the idea that there are benefits associated with ICT
access and usage and negative consequences attending non-access and usage.
 Digital inequality is evident between communities living in urban areas and those
living in rural settlements; between socioeconomic groups; between less
economically developed countries and more economically developed countries;
between the educated and uneducated population.
 Individuals with access to a broadband connection can be digitally split. How?
Low-performance computers, limited broadband speeds and limited access to
subscription-based content widen the gap.
3 Types of Digital Divide
Some of the vivid gaps in digital inequality include:

1. Gender Divide
The internet gender gap is striking especially in developing countries. Though mobile connectivity is spreading
drastically, it is not spreading equally. Women are still lagging. Men in low-income countries are 90% more
likely to own a mobile phone than women. This translates to 184 million women who lack access to mobile
connectivity. Even among women owning mobile phones, 1.2 billion women in low and mid-income countries
have no access to the internet.

2. Social Divide
Internet access creates relationships and social circles among people with shared interests. Social media
platforms like Twitter and Facebook create online peer groups based on similar interests. More than ever
internet usage has influenced social stratification which is evident in societies among those that are connected
to the internet and those that are not. Non-connected groups are sidelined since they don’t share in the
internet benefits of the connected groups.

3. Universal Access Divide

Individuals living with physical disabilities are often disadvantaged when it comes to accessing the internet.
They may have the necessary skills but cannot exploit the available hardware and software. Some parts of the
world will remain segregated from the internet and its vast potential due to lack of digital literacy skills, low
education levels, and inadequate broadband infrastructure.
3 Types of Digital Divide
 1. Gender Divide
 The internet gender gap is striking especially in developing countries. Though mobile
connectivity is spreading drastically, it is not spreading equally. Women are still lagging. Men in
low-income countries are 90% more likely to own a mobile phone than women. This translates to
184 million women who lack access to mobile connectivity. Even among women owning mobile
phones, 1.2 billion women in low and mid-income countries have no access to the internet.
 2. Social Divide
 Internet access creates relationships and social circles among people with shared interests.
Social media platforms create online peer groups based on similar interests. More than ever
internet usage has influenced social stratification which is evident in societies among those that
are connected to the internet and those that are not. Non-connected groups are sidelined since
they don’t share in the internet benefits of the connected groups.
 3. Universal Access Divide
 Individuals living with physical disabilities are often disadvantaged when it comes to accessing
the internet. They may have the necessary skills but cannot exploit the available hardware and
software. Some parts of the world will remain segregated from the internet and its vast
potential due to lack of digital literacy skills, low education levels, and inadequate broadband
infrastructure.
Segregation
 Segregation, separation of groups of people with differing characteristics, often taken to
connote a condition of inequality. Racial segregation is one of many types of segregation,
which can range from deliberate and systematic persecution through more subtle types of
discrimination to self-imposed separation.
 Segregation in social networks can manifest in a few different ways. One way is through
the formation of Homophiles Networks, where users tend to form connections with
others who are similar to them in terms of demographics, beliefs, and interests. This can
happen because users are more likely to connect with others who they already know, or
because they are more likely to accept friend requests or follow accounts from people
who are similar to them.
 Another way that segregation can happen is through the way that content is shared and
spread on the platform. Social networks use algorithms to determine what content is
shown to each user. This can lead to the reinforcement of existing biases, as the algorithm
will show users content that is similar to what they have engaged with in the past. This
can lead to the creation of “Echo Chambers" where users are only exposed to information
that confirms their existing beliefs, and not exposed to information that challenges those
beliefs.
This can be a problem because it can limit the diversity of perspectives and ideas that users are
exposed to, and can also make it harder for individuals to understand and empathize with people who
are different from them. This can also have negative effects on the ability to make informed decisions,
and on the functioning of democracy, as people with different views are not exposed to the same
information.

Social networks companies have tried to address this issue by providing more diverse content, and by
making changes to their algorithms. However, it is a complex issue that still ongoing.

Echo chambers: Echo chambers are networks or online communities where individuals are exposed
primarily to views and information that align with their own beliefs and perspectives. This can lead to
segregation and the reinforcement of existing beliefs and biases, rather than exposure to diverse
viewpoints.

Network closure: This refers to the extent to which a network is open or closed to the inclusion of new
members. Closed networks may be more exclusive and less diverse, and may contribute to segregation.
Efforts to address inequality and segregation in social networks can include initiatives to increase access
to technology and the internet, promoting the inclusion of diverse voices and perspectives, and working
to address power imbalances and other forms of discrimination.
ECONOMIC AND ORGANIZATIONAL
NETWORKS
 Economic and organizational networks are types of social networks that are
focused on economic and business relationships, respectively.
 Economic
 Organizational networks
Economic Networks

 Refer to the connections and relationships between individuals, firms, and other economic actors within an
economy. These networks can take many forms, such as supply chains, markets, and networks of investors and
entrepreneurs. Economic networks can play a significant role in the functioning and performance of an economy,
and can be influenced by factors such as competition, regulation, and innovation.
 Economic networks refer to the connections and relationships between different economic entities, such as
businesses, individuals, and governments. These connections can take many forms, including financial
transactions, partnerships, and supply chain relationships. Economic networks can be studied using network
analysis, which is a method for understanding the structure and dynamics of complex systems.
 They may have access to more resources, information, and opportunities. Similarly, businesses that are well-
connected to other industries may be better able to adapt to changes in the economy.
 Economic networks can also affect the distribution of wealth and power within an economy. For example,
businesses that are part of a tightly-knit group of companies may be able to exert more influence on government
policies and regulations. On the other hand, businesses that are more isolated may have less influence and
fewer resources to compete with the well-connected businesses.
 Economic network analysis can be used to study a variety of economic phenomena, such as market competition,
innovation, and financial stability. Researchers use tools from network science to analyze data on the
connections and relationships between economic entities, and use the insights gained from this analysis to
inform economic policy and business strategy.
Economic networks:
• Supply chains: These are networks of firms
and organizations that are involved in the
production and distribution of goods and
services. Supply chains can be global in
scale, and can be influenced by factors such
as transportation costs, regulations, and the
availability of raw materials and labor.
• Markets: Markets are networks of buyers
and sellers who exchange goods and
services. Markets can be studied to
understand how prices are determined, how
goods and services are allocated, and how
market participants interact and make
decisions.
• Innovation networks: These
are networks of firms,
individuals, and other actors
that are involved in the
creation and diffusion of new
ideas and technologies.
Innovation networks can be
important for driving
economic growth and
competitiveness, and can be
influenced by factors such as
collaboration, intellectual
property rights, and funding.
Organizational networks

 Organizational networks refer to the relationships and interactions between

individuals and groups within an organization. These networks can include
formal and informal relationships, and can influence the behavior and
performance of the organization. Organizational networks can be studied to
understand how information and resources flow within an organization, and
how they can be managed and leveraged to achieve organizational goals.
 Organizational networks refer to the relationships and connections between
different organizations, such as businesses, government agencies, non-profits,
and other entities. These connections can take many forms, including
partnerships, collaborations, and strategic alliances
 It can have a significant impact on the functioning and performance of an
organization. For example, organizations that are well-connected to other
organizations in their industry may have an advantage over less-connected
organizations, as they may have access to more resources, information, and
opportunities. Similarly, organizations that are well-connected to organizations in
other industries may be better able to adapt to changes in their environment.
 This also affect the distribution of power and influence within an organization.
For example, departments or teams that are well-connected to other
departments or teams within the organization may be able to exert more
influence on decision making, while those that are more isolated may have less
influence. Similarly, organizations that have strong external networks may be
able to exert more influence on their suppliers, customers, and competitors.
Organizational networks:

• Formal networks: These are the official channels of communication and

decision-making within an organization, such as through hierarchies and
reporting structures.

• Informal networks: These are the personal and social connections between
individuals within an organization, which can include friendship groups,
professional networks, and other types of social ties.

• Knowledge networks: These are networks of individuals and groups within an

organization who share knowledge and expertise. Knowledge networks can be
important for the transfer of information and the creation of new ideas, and
can be influenced by factors such as trust, communication patterns, and
incentives.
• Understanding the structure and dynamics of economic and organizational
networks can help researchers and practitioners to better understand how
these networks function, and how they can be managed and leveraged to
achieve specific goals.
NETWORK AND SOCIAL CAPITAL

 Social network and social capital are related concepts in that they both pertain to the
relationships and connections between individuals and groups.
 Social capital refers to the resources and benefits that come from social networks. It
encompasses the norms, values, and trust that exist within a social network, as well as the
ability to access resources and opportunities through those networks. Social capital can be
used to facilitate cooperation and coordination among individuals and groups. It can also
have an impact on an individual's access to resources and opportunities, such as jobs,
education, and healthcare.
 Social networks can generate social capital by creating opportunities for trust, cooperation,
and information sharing, which can lead to positive outcomes such as economic
development, political stability, and improved health outcomes.
 In short, social networks are the connections and relationships between individuals, while
social capital refers to the resources and benefits that come from those connections and
relationships. Social networks can generate social capital by creating opportunities for trust,
cooperation, and information sharing.
Social capital is often divided into three main
categories: bonding, bridging, and linking

 Bonding social capital refers to the connections and relationships within a specific group or
community, such as family, friends, or a neighborhood. It is characterized by strong ties and a
sense of trust and loyalty. Bonding social capital can be beneficial for individuals as it can provide
support, resources, and a sense of belonging. However, it can also be limiting as it may exclude
those outside the group and can lead to homogeneity and lack of diversity in perspectives and
ideas.
 Bridging social capital refers to the connections and relationships between different groups or
communities. It is characterized by weak ties and a sense of trust and cooperation. Bridging
social capital can be beneficial for individuals and groups as it can provide access to new
resources, opportunities and diverse perspectives. However, it can also be challenging as it
requires individuals and groups to navigate different norms, values, and expectations.
 Linking social capital refers to the connections and relationships between individuals and
institutions, such as government, business, or media. It is characterized by the ability to access
resources and opportunities through those connections. Linking social capital can be beneficial
for individuals and groups as it can provide access to resources, opportunities and power.
However, it can also be challenging as it can lead to unequal access to resources and
opportunities and can reinforce existing power imbalances.
NETWORK AND COOPERATION

 In a social network, a network refers to the connections and relationships

between individuals.
 Cooperation in a social network refers to the ability of individuals to work
together towards a common goal or objective by sharing information,
resources, and ideas.
 Social networks can provide a platform for cooperation by allowing individuals
to easily connect and communicate with one another. For example, social
media platforms like Facebook, Twitter, and LinkedIn facilitate communication
and cooperation among users by allowing them to share information, join
groups, and collaborate on projects.
 Social networks can also provide a platform for collective action, where a large
number of people can come together to achieve a common goal or objective.
 In business, social networks have been used to build relationships with customers, partners, and
suppliers. Social media platforms like LinkedIn and Twitter have become an important tool for
professionals to connect with others in their field, share information, and find new business
opportunities. Social networks have also been used to build relationships with customers by providing
a platform for companies to interact with their customers and gather feedback.
 In politics, social networks have been used to build relationships with voters and mobilize support for
political campaigns. Social media platforms like Facebook and Twitter have been used to share
information about political campaigns and to engage with voters. Social networks have also been used
to build relationships with supporters, volunteers, and donors.
 In education, social networks have been used to connect students and teachers, share information,
and collaborate on projects. Social media platforms like Facebook and Twitter have been used to
share information about classes and homework assignments, as well as to connect students and
teachers. Social networks have also been used to build relationships with classmates, as well as to
collaborate on group projects.
 Overall, social networks provide a platform for cooperation by allowing individuals and organizations
to easily connect, communicate, and collaborate. They enable people to share ideas, resources, and
information to achieve a common goal or objective.
THANK YOU