Lecture_20 - Introduction Introduction to Sociology Part...

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Unformatted text preview: Introduction Introduction to Sociology Part III: The Architecture of Society Lecture 20: Social Influence and Diffusion and Diffusion Wednesday, April 22 April 22 Causes Causes of Homophily - Preferences • Desire to minimize cognitive stress and strain (especially important with Desire to minimize cognitive stress and strain (especially important with respect respect to value homophily) • Perceived relatability - Social norms - Kinship - Disproportionate exposure to similar people • Exacerbated by residential segregation by residential segregation • Institutional/organizational arrangements - Social Influence Influence Th The largest component of the Framingham social network, 2000 th 2000 Yellow = obese, Green = not obese BMI BMI in a Network Context - There is a close relationship between an individual’s BMI and the BMIs of their social network members • Having an obese personal contact increases the odds of becoming obese by 57% • Having a mutual relationship with an obese person increases the mutual relationship odds of becoming obese by 171% Yellow Yellow = obese, Green = not obese Yellow Yellow = obese, Green = not obese Yellow Yellow = obese, Green = not obese Yellow Yellow = obese, Green = not obese Yellow Yellow = obese, Green = not obese Yellow Yellow = obese, Green = not obese Social Social Influence - The main mechanism driving BMI homophily is social influence social • One’s social network members provide a frame of reference for what is “normal” (i.e., whether obesity is acceptable depends on what one’s network members do/think) • Social network members shape each other’s behaviors (e.g., activity, choice of restaurants) • Social network members often serve as role models for each other Percent Percent Adopting at at a given time Time Hub Hub Bridges Diffusion Diffusion - Diffusion: The processes by which a thing (e.g., an idea, innovation, disease) spreads through a social system - What determines when a person adopts an innovation? • Interest in new technology in new technology • Wealth • Rational decision-making about perceived benefits decision• Exposure to the object through network channels - What determines how quickly an object spreads through a society? determines how quickly an object spreads through society? - The presence of structural holes, hubs, and bridges - The extent of homophily ...
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This note was uploaded on 11/07/2010 for the course SOC 1101 taught by Professor Mclaughlin during the Spring '07 term at Cornell University (Engineering School).

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