Rules of Social Networks
Birds of a feather flock together
Rule 1: We shape our networks
Kevin Bacon represents this well-known social phenomenon.
Six degrees of separation.
Basic Reproduction Number of a disease is described with this letter symbol pair.
R0 (R naught)
This refers to the point at which the adoption of an innovation becomes self-sustaining.
Critical mass
These are the two patterns of media diffusion. In ___, media diffuses from one node to many in a single step. In ___, media diffuses from a node to its neighbors, and then to that node's neighbors, and so on.
Broadcast; viral.
In the movie Mean Girls Regina George won't let her friend Gretchen Weiner wear white gold hoops.
Rule 3: Our friends affect us
Preferential attachment explains why this type of node is so popular.
Hub
The results of this study show that if it is raining by your friends house and they post to FB, they are likely to post more negative words than positive words.
Coviello et al. (2014)
The two stable states of interactive medium usage in a community
All or nothing
These kinds of ties are critical to the spread of viral hashtags, according to Hui et al. (2018).
Weak ties.
There are known psychological and cognitive differences for first-born children, vs. middle-born children, vs. last-born children.
Rule 2: Our network shapes us
A complex network does not have an "average" node, so there is not a normal distribution of nodes' ties. Instead, a complex network follows this mathematical distribution.
Power Law Distribution
In the topology of this network, there is a highly clustered group of nodes in the center, with less clustered nodes farther out in the network.
Core periphery network
This principle influencing the timing of diffusion relates to the visibility of the results of the innovation
Observability
The E in STEPPS says that these increase the likelihood of virality.
High-arousal emotions, especially positive
Schools of fish and bird murmations follow this rule.
Rule 5 of Social Networks: The Network has a life of its own.
These networks are created non-randomly
Scale-free networks
The process of unintentionally mimicking someone's facial expression.
Emotional mimicry
If the costs of switching to a new innovation exceed the benefit of switching, you might be ____
Locked in
One of the STEPPS, this suggests that content is more likely to go viral if it is highly visible and shareable.
Public
Contagion coming from everywhere
Rule 4: Our friends' friends' friends affect us (hyperdyadic spread)
High transitivity groups
Clusters
____ is a physiological state in which you exhibit a behavioral and expressive response due to a specific event. Whereas ____ state has no identifiable cause and lasts longer and is somewhat diffuse in nature.
Emotion; Mood
____ is a concept associated with mass media, in which early adopters give communication benefits to later adopters. Whereas ____ is a concept associated with interactive media, in which early adopters both get and give communication benefits to later adopters.
Sequential interdependence; reciprocal interdependence
Contrary to the STEPPS, Pressgrove et al. (2017) found that these kind of emotions in tweets led to less virality. On the other hand, these kind of emotions had no effects on virality.
High-arousal positive emotions; high-arousal negative emotions.