In sociology, popularity is how much a person, idea, place, item or other concept is either liked or accorded status by other people. Liking can be due to reciprocal liking, interpersonal attraction, and similar factors. Social status can be due to dominance, superiority, and similar factors. For example, a kind person may be considered likable and therefore more popular than another person, and a wealthy person may be considered superior and therefore more popular than another person.
Urban sociology is the sociological study of life and human interaction in metropolitan areas. It is a normative discipline of sociology seeking to study the structures, environmental processes, changes and problems of an urban area and by doing so provide inputs for urban planning and policy making. In other words, it is the sociological study of cities and their role in the development of society. Like most areas of sociology, urban sociologists use statistical analysis, observation, social theory, interviews, and other methods to study a range of topics, including migration and demographic trends, economics, poverty, race relations and economic trends. Urban sociology is one of the oldest sub-disciplines of sociology dating back to the mid-nineteenth century.
Social network analysis (SNA) is the process of investigating social structures through the use of networks and graph theory. It characterizes networked structures in terms of nodes and the ties, edges, or links that connect them. Examples of social structures commonly visualized through social network analysis include social media networks, meme spread, information circulation, friendship and acquaintance networks, peer learner networks, business networks, knowledge networks, difficult working relationships, collaboration graphs, kinship, disease transmission, and sexual relationships. These networks are often visualized through sociograms in which nodes are represented as points and ties are represented as lines. These visualizations provide a means of qualitatively assessing networks by varying the visual representation of their nodes and edges to reflect attributes of interest.
Social influence comprises the ways in which individuals adjust their behavior to meet the demands of a social environment. It takes many forms and can be seen in conformity, socialization, peer pressure, obedience, leadership, persuasion, sales, and marketing. Typically social influence results from a specific action, command, or request, but people also alter their attitudes and behaviors in response to what they perceive others might do or think. In 1958, Harvard psychologist Herbert Kelman identified three broad varieties of social influence.
- Compliance is when people appear to agree with others but actually keep their dissenting opinions private.
- Identification is when people are influenced by someone who is liked and respected, such as a famous celebrity.
- Internalization is when people accept a belief or behavior and agree both publicly and privately.
The small-world experiment comprised several experiments conducted by Stanley Milgram and other researchers examining the average path length for social networks of people in the United States. The research was groundbreaking in that it suggested that human society is a small-world-type network characterized by short path-lengths. The experiments are often associated with the phrase "six degrees of separation", although Milgram did not use this term himself.
Mark Sanford Granovetter is an American sociologist and professor at Stanford University. He is best known for his work in social network theory and in economic sociology, particularly his theory on the spread of information in social networks known as The Strength of Weak Ties (1973). In 2014 Granovetter was named a Citation Laureate by Thomson Reuters and added to that organization’s list of predicted Nobel Prize winners in economics. Data from the Web of Science show that Granovetter has written both the first and third most cited sociology articles.
Diffusion of innovations is a theory that seeks to explain how, why, and at what rate new ideas and technology spread. Everett Rogers, a professor of communication studies, popularized the theory in his book Diffusion of Innovations; the book was first published in 1962, and is now in its fifth edition (2003). Rogers argues that diffusion is the process by which an innovation is communicated over time among the participants in a social system. The origins of the diffusion of innovations theory are varied and span multiple disciplines.
Homophily is a concept in sociology describing the tendency of individuals to associate and bond with similar others, as in the proverb "birds of a feather flock together". The presence of homophily has been discovered in a vast array of network studies: over 100 studies have observed homophily in some form or another, and they establish that similarity is associated with connection. The categories on which homophily occurs include age, gender, class, and organizational role.
A cross-sex friendship is a platonic relationship between two unrelated people of differing sexes or gender. There are multiple types of cross-sex friendships, all defined by whether or not each party has a romantic attraction to each other, or perceives that the other is interested. A few theories have been developed to explain the existence of such friendships. Research has been done on why men and women initiate these relationships, how they are perceived by others, implications for children with cross-sex friendships, among others. Cross-sex friendships can also create problems for those involved if either or both have or ever had any romantic feelings for the other.
In social network analysis and mathematical sociology, interpersonal ties are defined as information-carrying connections between people. Interpersonal ties, generally, come in three varieties: strong, weak or absent. Weak social ties, it is argued, are responsible for the majority of the embeddedness and structure of social networks in society as well as the transmission of information through these networks. Specifically, more novel information flows to individuals through weak rather than strong ties. Because our close friends tend to move in the same circles that we do, the information they receive overlaps considerably with what we already know. Acquaintances, by contrast, know people that we do not, and thus receive more novel information.
In news media and social media, an echo chamber is an environment or ecosystem in which participants encounter beliefs that amplify or reinforce their preexisting beliefs by communication and repetition inside a closed system and insulated from rebuttal. An echo chamber circulates existing views without encountering opposing views, potentially resulting in confirmation bias. Echo chambers may increase social and political polarization and extremism. On social media, it is thought that echo chambers limit exposure to diverse perspectives, and favour and reinforce presupposed narratives and ideologies.
Behavioral contagion is a form of social contagion involving the spread of behavior through a group. It refers to the propensity for a person to copy a certain behavior of others who are either in the vicinity, or whom they have been exposed to. The term was originally used by Gustave Le Bon in his 1895 work The Crowd: A Study of the Popular Mind to explain undesirable aspects of behavior of people in crowds. In the digital age, behavioral contagion is also concerned with the spread of online behavior and information. A variety of behavioral contagion mechanisms were incorporated in models of collective human behavior.
Heterophily, or love of the different, is the tendency of individuals to collect in diverse groups; it is the opposite of homophily. This phenomenon can be seen in relationships between individuals. As a result, it can be analyzed in the workplace to create a more efficient and innovative workplace. It has also become an area of social network analysis.
Consequential strangers are personal connections other than family and close friends. Also known as "peripheral" or "weak" ties, they lie in the broad social territory between strangers and intimates. The term was coined by Karen L. Fingerman and further developed by Melinda Blau, who collaborated with the psychologist to explore and popularize the concept.
A social network is a social structure made up of a set of social actors, sets of dyadic ties, and other social interactions between actors. The social network perspective provides a set of methods for analyzing the structure of whole social entities as well as a variety of theories explaining the patterns observed in these structures. The study of these structures uses social network analysis to identify local and global patterns, locate influential entities, and examine network dynamics.
Networks are crucial parts of any action taken in a marketplace. Peter Drucker even described the future economy as one of a society of networks. Companies embedded in such networks stand to gain a lot. There are a number of different network models, which have distinct relevance to customers, and marketing initiatives. A network in marketing can be formed either strategically or completely randomly. Marketing channels and business networks have been referred to, by Achrol & Kotler as:
“Interdependent systems of organizations and relations that are involved in carrying out all of the production and marketing activities involved in creating and delivering value in the form of products and services to intermediate and final customers.”
A clique, in the social sciences, is a group of individuals who interact with one another and share similar interests. Interacting with cliques is part of normative social development regardless of gender, ethnicity, or popularity. Although cliques are most commonly studied during adolescence and middle childhood development, they exist in all age groups. They are often bound together by shared social characteristics such as ethnicity and socioeconomic status. Examples of common or stereotypical adolescent cliques include athletes, nerds, and "outsiders".
The sociological theory of diffusion is the study of the diffusion of innovations throughout social groups and organizations. The topic has seen rapid growth since the 1990s, reflecting curiosity about the process of social change and "fueled by interest in institutional arguments and in network and dynamic analysis." The theory uses a case study of the growth of business computing to explain different mechanisms of diffusion.
In the field of sociolinguistics, social network describes the structure of a particular speech community. Social networks are composed of a "web of ties" between individuals, and the structure of a network will vary depending on the types of connections it is composed of. Social network theory posits that social networks, and the interactions between members within the networks, are a driving force behind language change.
Structural holes is a concept from social network research, originally developed by Ronald Stuart Burt. The study of structural holes spans the fields of sociology, economics, and computer science. Burt introduced this concept in an attempt to explain the origin of differences in social capital. Burt’s theory suggests that individuals hold certain positional advantages/disadvantages from how they are embedded in neighborhoods or other social structures. A structural hole is understood as a gap between two individuals who have complementary sources to information.
