Network Analysis

Conceptual Overview and Discussion

Unlike other techniques for evaluating social behavior, network analysis not only focuses on the traditional social behavior of individuals or agents, it also pays attention to the social relations that exist around the individuals or agents. Focusing on both the unit and the relationship to the network to which it belongs provides the researcher with a more comprehensive understanding of the situation.

One of the main contributions to network analysis as described by David Knoke in his 1982 monograph on network analysis, is that it provides the insight that actors participate within a social system with other actors, both affecting each other's decisions. Each actor or node has a variety of relations that can impact his or her behavior. It is the examination of these relations that allows [Page 608]network analysis to provide a rich understanding of the system.

The second main contribution is that it considers the levels of structure within that social system. Both the horizontal and vertical relations within the boundary are considered. Karen Cook, in her work on network analysis, focuses on the role of power in vertical relations. The impact of the position held by the various actors has a tremendous impact on the overall network.

When analyzing a network, the individual actors are considered nodes. These nodes are modeled in relation to the other actors in the given boundary of the investigation. Discussing the relations between nodes requires two main considerations: the form and the content. The form of the relation refers to the connections between the two actors. The form looks at the intensity of the relation as well as the level of joint participation of the actors. The form can be of either a positive or a negative nature. Both types provide information about the intensity of the relationship. There has also been a lot of attention given in this area to the difference between what is considered strong and weak ties. The degree of intensity of the relations strongly influences the outcomes of those relations.

When looking at both the form and the content of relations within a network, the form of two separate relations can be similar even though the content of the relation may be different. An example may be that one person can have strong relations with both a coworker and a supervisor. The intensity of the two relations can be similar; however, the introduction of a power relation into the second tie changes the relation.

The relational content of the connection between nodes considers the type of relations that is present. The relational content of the nodes can be categorized into one of seven commonly used contents: transaction, communication, boundary penetration, instrumental, sentiment, authority/power, or kinship and descent. The transactional relation is one in which a physical exchange takes place, such as the sale of a product. The communication relations are the linkages through which information flows from one actor to another, such as reporting structures. Boundary penetration relations are those in which overlapping between systems may occur. An example may be if people do volunteer work with someone from their workplace. They are engaged in two separate networks (the volunteer work and the organization). Instrumental relations are those in which people are looking to secure valuable resources from the other actor, such as a job or political advice. Sentiment relations are those in which actors express their feelings for one another. Each type of content has a different impact on the two actors as well as on the overall network.

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