This article needs additional citations for verification .(March 2008) |
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. [1] 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.
Guglielmo Marconi's conjectures based on his radio work in the early 20th century, which were articulated in his 1909 Nobel Prize address, [2] [ failed verification ] may have inspired [3] Hungarian author Frigyes Karinthy to write a challenge to find another person to whom he could not be connected through at most five people. [4] This is perhaps the earliest reference to the concept of six degrees of separation, and the search for an answer to the small world problem.
Mathematician Manfred Kochen and political scientist Ithiel de Sola Pool wrote a mathematical manuscript, "Contacts and Influences", while working at the University of Paris in the early 1950s, during a time when Milgram visited and collaborated in their research. Their unpublished manuscript circulated among academics for over 20 years before publication in 1978. It formally articulated the mechanics of social networks, and explored the mathematical consequences of these (including the degree of connectedness). The manuscript left many significant questions about networks unresolved, and one of these was the number of degrees of separation in actual social networks.
Milgram took up the challenge on his return from Paris, leading to the experiments reported in "The Small World Problem" in the May 1967 (charter) issue of the popular magazine Psychology Today , with a more rigorous version of the paper appearing in Sociometry two years later. The Psychology Today article generated enormous publicity for the experiments, which are well known today, long after much of the formative work has been forgotten.
Milgram's experiment was conceived in an era when a number of independent threads were converging on the idea that the world is becoming increasingly interconnected. Michael Gurevich had conducted seminal work in his empirical study of the structure of social networks in his MIT doctoral dissertation under Pool. Mathematician Manfred Kochen, an Austrian who had been involved in statist urban design, extrapolated these empirical results in a mathematical manuscript, Contacts and Influences, concluding that, in an American-sized population without social structure, "it is practically certain that any two individuals can contact one another by means of at least two intermediaries. In a [socially] structured population it is less likely but still seems probable. And perhaps for the whole world's population, probably only one more bridging individual should be needed."[ citation needed ] They subsequently constructed Monte Carlo simulations based on Gurevich's data, which recognized that both weak and strong acquaintance links are needed to model social structure. The simulations, running on the slower computers of 1973, were limited, but still were able to predict that a more realistic three degrees of separation existed across the U.S. population, a value that foreshadowed the findings of Milgram.
Milgram revisited Gurevich's experiments in acquaintanceship networks when he conducted a highly publicized set of experiments beginning in 1967 at Harvard University. One of Milgram's most famous works is a study of obedience and authority, which is widely known as the Milgram Experiment. [5] Milgram's earlier association with Pool and Kochen was the likely source of his interest in the increasing interconnectedness among human beings. Gurevich's interviews served as a basis for his small world experiments.
Milgram sought to develop an experiment that could answer the small world problem. This was the same phenomenon articulated by the writer Frigyes Karinthy in the 1920s while documenting a widely circulated belief in Budapest that individuals were separated by six degrees of social contact. This observation, in turn, was loosely based on the seminal demographic work of the Statists who were so influential in the design of Eastern European cities during that period. Mathematician Benoit Mandelbrot, born in Poland and having traveled extensively in Eastern Europe, was aware of the Statist rules of thumb, and was also a colleague of Pool, Kochen and Milgram at the University of Paris during the early 1950s (Kochen brought Mandelbrot to work at the Institute for Advanced Study and later IBM in the U.S.). This circle of researchers was fascinated by the interconnectedness and "social capital" of social networks.
Milgram's study results showed that people in the United States seemed to be connected by approximately three friendship links, on average, without speculating on global linkages; he never actually used the phrase "six degrees of separation". Since the Psychology Today article gave the experiments wide publicity, Milgram, Kochen, and Karinthy all had been incorrectly attributed as the origin of the notion of "six degrees"; the most likely popularizer of the phrase "six degrees of separation" is John Guare, who attributed the value "six" to Marconi.
Milgram's experiment developed out of a desire to learn more about the probability that two randomly selected people would know each other. [6] This is one way of looking at the small world problem. An alternative view of the problem is to imagine the population as a social network and attempt to find the average path length between any two nodes. Milgram's experiment was designed to measure these path lengths by developing a procedure to count the number of ties between any two people.
Shortly after the experiments began, letters would begin arriving to the targets and the researchers would receive postcards from the respondents. Sometimes the packet would arrive to the target in as few as one or two hops, while some chains were composed of as many as nine or ten links. However, a significant problem was that often people refused to pass the letter forward, and thus the chain never reached its destination. In one case, 232 of the 296 letters never reached the destination. [6]
However, 64 of the letters eventually did reach the target contact. Among these chains, the average path length fell around five and a half or six. Hence, the researchers concluded that people in the United States are separated by about six people on average. Although Milgram himself never used the phrase "six degrees of separation", these findings are likely to have contributed to its widespread acceptance. [4]
In an experiment in which 160 letters were mailed out, 24 reached the target in his home in Sharon, Massachusetts. Of those 24 letters, 16 were given to the target by the same person, a clothing merchant Milgram called "Mr. Jacobs". Of those that reached the target at his office, more than half came from two other men. [7]
The researchers used the postcards to qualitatively examine the types of chains that are created. Generally, the package quickly reached a close geographic proximity, but would circle the target almost randomly until it found the target's inner circle of friends. [6] This suggests that participants strongly favored geographic characteristics when choosing an appropriate next person in the chain.
There are a number of methodological criticisms of the small-world experiment, which suggest that the average path length might actually be smaller or larger than Milgram expected. Four such criticisms are summarized here:
In addition to these methodological criticisms, conceptual issues are debated. One regards the social relevance of indirect contact chains of different degrees of separation. Much formal and empirical work focuses on diffusion processes, but the literature on the small-world problem also often illustrates the relevance of the research using an example (similar to Milgram's experiment) of a targeted search in which a starting person tries to obtain some kind of resource (e.g., information) from a target person, using a number of intermediaries to reach that target person. However, there is little empirical research showing that indirect channels with a length of about six degrees of separation are actually used for such directed search, or that such search processes are more efficient compared to other means (e.g., finding information in a directory). [10]
The Tipping Point by Malcolm Gladwell, based on articles originally published in The New Yorker , [11] elaborates on the "funneling" concept. Gladwell condenses sociological research, which argues that the six-degrees phenomenon is dependent on a few extraordinary people ("connectors") with large networks of contacts and friends: these hubs then mediate the connections between the vast majority of otherwise weakly connected individuals.
Recent work in the effects of the small world phenomenon on disease transmission, however, have indicated that due to the strongly connected nature of social networks as a whole, removing these hubs from a population usually has little effect on the average path length through the graph (Barrett et al., 2005).[ citation needed ]
Smaller communities, such as mathematicians and actors, have been found to be densely connected by chains of personal or professional associations. Mathematicians have created the Erdős number to describe their distance from Paul Erdős based on shared publications. A similar exercise has been carried out for the actor Kevin Bacon and other actors who appeared in movies together with him — the latter effort informing the game "Six Degrees of Kevin Bacon". There is also the combined Erdős-Bacon number, for actor-mathematicians and mathematician-actors. Players of the popular Asian game Go describe their distance from the great player Honinbo Shusaku by counting their Shusaku number, which counts degrees of separation through the games the players have had. [12]
The small-world question is still a popular research topic today, with many experiments still being conducted. For instance, Peter Dodds, Roby Muhamad, and Duncan Watts conducted the first large-scale replication of Milgram's experiment, involving 24,163 e-mail chains and 18 targets around the world. [13]
Dodds et al. also found that the mean chain length was roughly six, even after accounting for attrition. A similar experiment using popular social networking sites as a medium was carried out at Carnegie Mellon University. Results showed that very few messages actually reached their destination. However, the critiques that apply to Milgram's experiment largely apply also to this current research.[ citation needed ]
In 1998, Duncan J. Watts and Steven Strogatz from Cornell University published the first network model on the small-world phenomenon. They showed that networks from both the natural and man-made world, such as power grids and the neural network of C. elegans , exhibit the small-world phenomenon. Watts and Strogatz showed that, beginning with a regular lattice, the addition of a small number of random links reduces the diameter—the longest direct path between any two vertices in the network—from being very long to being very short. [14] The research was originally inspired by Watts' efforts to understand the synchronization of cricket chirps, which show a high degree of coordination over long ranges as though the insects are being guided by an invisible conductor. The mathematical model which Watts and Strogatz developed to explain this phenomenon has since been applied in a wide range of different areas. In Watts' words: [15]
I think I've been contacted by someone from just about every field outside of English literature. I've had letters from mathematicians, physicists, biochemists, neurophysiologists, epidemiologists, economists, sociologists; from people in marketing, information systems, civil engineering, and from a business enterprise that uses the concept of the small world for networking purposes on the Internet.
Generally, their model demonstrated the truth in Mark Granovetter's observation that it is "the strength of weak ties" [16] that holds together a social network. Although the specific model has since been generalized by Jon Kleinberg [ citation needed ], it remains a canonical case study in the field of complex networks. In network theory, the idea presented in the small-world network model has been explored quite extensively. Indeed, several classic results in random graph theory show that even networks with no real topological structure exhibit the small-world phenomenon, which mathematically is expressed as the diameter of the network growing with the logarithm of the number of nodes (rather than proportional to the number of nodes, as in the case for a lattice). This result similarly maps onto networks with a power-law degree distribution, such as scale-free networks.
In computer science, the small-world phenomenon (although it is not typically called that) is used in the development of secure peer-to-peer protocols, novel routing algorithms for the Internet and ad hoc wireless networks, and search algorithms for communication networks of all kinds.
Social networks pervade popular culture in the United States and elsewhere. In particular, the notion of six degrees has become part of the collective consciousness. Social networking services such as Facebook, Linkedin, and Instagram have greatly increased the connectivity of the online space through the application of social networking concepts.
The Erdős number describes the "collaborative distance" between mathematician Paul Erdős and another person, as measured by authorship of mathematical papers. The same principle has been applied in other fields where a particular individual has collaborated with a large and broad number of peers.
Stanley Milgram was an American social psychologist known for his controversial experiments on obedience conducted in the 1960s during his professorship at Yale.
Six Degrees of Kevin Bacon or Bacon's Law is a parlor game where players challenge each other to arbitrarily choose an actor and then connect them to another actor via a film that both actors have appeared in together, repeating this process to try to find the shortest path that ultimately leads to prolific American actor Kevin Bacon. It rests on the assumption that anyone involved in the Hollywood film industry can be linked through their film roles to Bacon within six steps. The game's name is a reference to "six degrees of separation", a concept that posits that any two people on Earth are six or fewer acquaintance links apart.
Duncan James Watts is a computational social scientist and a professor at the University of Pennsylvania. He was formerly a principal researcher at Microsoft Research in New York City, and is known for his work on small-world networks.
A small-world network is a graph characterized by a high clustering coefficient and low distances. On an example of social network, high clustering implies the high probability that two friends of one person are friends themselves. The low distances, on the other hand, mean that there is a short chain of social connections between any two people. Specifically, a small-world network is defined to be a network where the typical distance L between two randomly chosen nodes grows proportionally to the logarithm of the number of nodes N in the network, that is:
In the context of network theory, a complex network is a graph (network) with non-trivial topological features—features that do not occur in simple networks such as lattices or random graphs but often occur in networks representing real systems. The study of complex networks is a young and active area of scientific research inspired largely by empirical findings of real-world networks such as computer networks, biological networks, technological networks, brain networks, climate networks and social networks.
In network theory, small-world routing refers to routing methods for small-world networks. Networks of this type are peculiar in that relatively short paths exist between any two nodes. Determining these paths, however, can be a difficult problem from the perspective of an individual routing node in the network if no further information is known about the network as a whole.
Jewish geography is a popular game sometimes played when Jews meet each other for the first time and try to identify people they know in common. The game has become something of an informal social custom in the Jewish community, and it is often surprisingly easy for strangers who play it to discover mutual acquaintances and establish instant context and connection.
The Barabási–Albert (BA) model is an algorithm for generating random scale-free networks using a preferential attachment mechanism. Several natural and human-made systems, including the Internet, the World Wide Web, citation networks, and some social networks are thought to be approximately scale-free and certainly contain few nodes with unusually high degree as compared to the other nodes of the network. The BA model tries to explain the existence of such nodes in real networks. The algorithm is named for its inventors Albert-László Barabási and Réka Albert.
The Watts–Strogatz model is a random graph generation model that produces graphs with small-world properties, including short average path lengths and high clustering. It was proposed by Duncan J. Watts and Steven Strogatz in their article published in 1998 in the Nature scientific journal. The model also became known as the (Watts) beta model after Watts used to formulate it in his popular science book Six Degrees.
Average path length, or average shortest path length is a concept in network topology that is defined as the average number of steps along the shortest paths for all possible pairs of network nodes. It is a measure of the efficiency of information or mass transport on a network.
In the mathematical field of graph theory, the Erdős–Rényi model refers to one of two closely related models for generating random graphs or the evolution of a random network. These models are named after Hungarian mathematicians Paul Erdős and Alfréd Rényi, who introduced one of the models in 1959. Edgar Gilbert introduced the other model contemporaneously with and independently of Erdős and Rényi. In the model of Erdős and Rényi, all graphs on a fixed vertex set with a fixed number of edges are equally likely. In the model introduced by Gilbert, also called the Erdős–Rényi–Gilbert model, each edge has a fixed probability of being present or absent, independently of the other edges. These models can be used in the probabilistic method to prove the existence of graphs satisfying various properties, or to provide a rigorous definition of what it means for a property to hold for almost all graphs.
The Tipping Point: How Little Things Can Make a Big Difference is the debut book by Malcolm Gladwell, first published by Little, Brown in 2000. Gladwell defines a tipping point as "the moment of critical mass, the threshold, the boiling point." The book seeks to explain and describe the "mysterious" sociological changes that mark everyday life. As Gladwell states: "Ideas and products and messages and behaviors spread like viruses do." The examples of such changes in his book include the rise in popularity and sales of Hush Puppies shoes in the mid-1990s and the steep drop in New York City's crime rate after 1990.
Network science is an academic field which studies complex networks such as telecommunication networks, computer networks, biological networks, cognitive and semantic networks, and social networks, considering distinct elements or actors represented by nodes and the connections between the elements or actors as links. The field draws on theories and methods including graph theory from mathematics, statistical mechanics from physics, data mining and information visualization from computer science, inferential modeling from statistics, and social structure from sociology. The United States National Research Council defines network science as "the study of network representations of physical, biological, and social phenomena leading to predictive models of these phenomena."
In mathematics and social science, a collaboration graph is a graph modeling some social network where the vertices represent participants of that network and where two distinct participants are joined by an edge whenever there is a collaborative relationship between them of a particular kind. Collaboration graphs are used to measure the closeness of collaborative relationships between the participants of the network.
Evolving networks are networks that change as a function of time. They are a natural extension of network science since almost all real world networks evolve over time, either by adding or removing nodes or links over time. Often all of these processes occur simultaneously, such as in social networks where people make and lose friends over time, thereby creating and destroying edges, and some people become part of new social networks or leave their networks, changing the nodes in the network. Evolving network concepts build on established network theory and are now being introduced into studying networks in many diverse fields.
In social network analysis, the co-stardom network represents the collaboration graph of film actors i.e. movie stars. The co-stardom network can be represented by an undirected graph of nodes and links. Nodes correspond to the movie star actors and two nodes are linked if they co-starred (performed) in the same movie. The links are un-directed, and can be weighted or not depending on the goals of study. If the number of times two actors appeared in a movie is needed, links are assigned weights. The co-stardom network can also be represented by a bipartite graph where nodes are of two types: actors and movies. And edges connect different types of nodes if they have a relationship. Initially the network was found to have a small-world property. Afterwards, it was discovered that it exhibits a scale-free (power-law) behavior.
A network is an abstract structure capturing only the basics of connection patterns and little else. Because it is a generalized pattern, tools developed for analyzing, modeling and understanding networks can theoretically be implemented across disciplines. As long as a system can be represented by a network, there is an extensive set of tools – mathematical, computational, and statistical – that are well-developed and if understood can be applied to the analysis of the system of interest.
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.”
Six degrees of separation is the idea that all people are six or fewer social connections away from each other. As a result, a chain of "friend of a friend" statements can be made to connect any two people in a maximum of six steps. It is also known as the six handshakes rule.