1

SOURCE: Boyd, D. M., & Ellison, N. B. (2007). Social Network Sites: Definition, History, and
Scholarship. Journal of Computer-Mediated Communication, 13(1), 210–230.
https://doi.org/10.1111/j.1083-6101.2007.00393.x
 3

We define social network sites as web-based

services that allow individuals to:
construct a public or semi-public
profile within a bounded system,
articulate a list of other users
with whom they share a connection,
and
view and traverse their list of
connections and those made by
others within the system.
 4

emphasizes relationship
initiation, often between strangers. While
networking is possible on these sites, it is
not the primary practice on many of them,
nor is it what differentiates them from
other forms of computer-mediated
communication (CMC).
 5

What makes social network sites unique is not that

they allow individuals to meet strangers, but rather
that they enable users to articulate and make visible
their social networks. This can result in connections
between individuals that would not otherwise be
made, but that is often not the goal, and these
meetings are frequently between
(Haythornthwaite, 2005) who share some offline
connection.
 6

What makes social network sites unique is not that

they allow individuals to meet strangers, buta rather
a tie for which connection
that they enable users to articulateis and
available
make technically
visiblebut
that has not yet been
their social networks. This can resultactivated
in connections
by social
between individuals that would interaction.
not otherwise(2002, p.be
389)
made, but that is often not the goal, and these
meetings are frequently between
(Haythornthwaite, 2005) who share some offline
connection.
 8

.
1997 -2001
§ SixDegrees.com
§ Asian Avenue
§ Blackplanet
§ MiGente
§ LiveJournal
§ Cyworld
 9

.
1997 -2001

§ Asian Avenue
§ Blackplanet
§ MiGente
§ LiveJournal
§ Cyworld
 10

.
1997 -2001
§ SixDegrees.com

§ Blackplanet
§ MiGente
§ LiveJournal
§ Cyworld
 11

.
1997 -2001
§ SixDegrees.com
§ Asian Avenue

§ MiGente
§ LiveJournal
§ Cyworld
 12

.
1997 -2001
§ SixDegrees.com
§ Asian Avenue
§ Blackplanet

§ LiveJournal
§ Cyworld
 13

.
1997 -2001
§ SixDegrees.com
§ Asian Avenue
§ Blackplanet
§ MiGente

§ Cyworld
 14

.
1997 -2001
§ SixDegrees.com
§ Asian Avenue
§ Blackplanet
§ MiGente
§ LiveJournal
 15

.
2000 - 2003
§ LunarStorm
§ Ryze.com
§ Tribe.net
§ LinkedIn
§ Friendster
 16

.
2000 - 2003

§ Ryze.com
§ Tribe.net
§ LinkedIn
§ Friendster
 17

.
2000 - 2003
§ LunarStorm

§ Tribe.net
§ LinkedIn
§ Friendster
 18

.
2000 - 2003
§ LunarStorm
§ Ryze.com

§ LinkedIn
§ Friendster
 19

.
2000 - 2003
§ LunarStorm
§ Ryze.com
§ Tribe.net

§ Friendster
 20

.
2000 - 2003
§ LunarStorm
§ Ryze.com
§ Tribe.net
§ LinkedIn
 21

2003 - onwards
§ Visible Path
§ Xing
§ Dogster
§ Care2
§ Couchsurfing
§ MyChurch
 22

2003 - onwards

§ Xing
§ Dogster
§ Care2
§ Couchsurfing
§ MyChurch
 23

2003 - onwards
§ Visible Path

§ Dogster
§ Care2
§ Couchsurfing
§ MyChurch
 24

2003 - onwards
§ Visible Path
§ Xing

§ Care2
§ Couchsurfing
§ MyChurch
 25

2003 - onwards
§ Visible Path
§ Xing
§ Dogster

§ Couchsurfing
§ MyChurch
 26

2003 - onwards
§ Visible Path
§ Xing
§ Dogster
§ Care2

§ MyChurch
 27

2003 - onwards
§ Visible Path
§ Xing
§ Dogster
§ Care2
§ Couchsurfing
 28

2003 - onwards
§ Flickr
§ Last.FM
§ Youtube
§ MySpace
 29

2003 - onwards

§ Last.FM
§ Youtube
§ MySpace
 30

2003 - onwards
§ Flickr

§ Youtube
§ MySpace
 31

2003 - onwards
§ Flickr
§ Last.FM

§ MySpace
 32

2003 - onwards
§ Flickr
§ Last.FM
§ Youtube
 33

.
Madhavan, 2007
attracted the majority of media attention in
the U.S. and abroad, gained traction in the
Pacific Islands, became the premier SNS in
Brazil before growing rapidly in India.
 34

McLeod, 2006
attained widespread adoption in Japan,
took off in Sweden, Dutch users
embraced , captured Poland, was
adopted in smaller countries in Latin America, South
America, and Europe, and became very popular
in the United Kingdom, New Zealand, and Australia.
 35

.
McLeod, 2006
§ Additionally, previously popular communication and
community services b e g a n i m p l e m e nt i ng S N S
features. The instant messaging service
instantly became the largest SNS worldwide when it
added profiles and made friends visible
 36

Ewers, 2006
§ The forum tool cornered the Korean market
by introducing homepages and buddies.
 37

.
§ Blogging services with complete SNS features also
became popular. In the U.S., blogging tools with SNS
features, such as , , and ,
attracted broad audiences.
reigns in France, and
dominates numerous markets worldwide, including
in Mexico, Italy, and Spain.
 38

Cassidy, 2006
§ Unlike previous SNSs, was designed to
support distinct college networks only. Facebook
began in early 2004 as a Harvard-only SNS
 39

.
§ As began supporting other schools, those
users were also required to have university email
addresses associated with those institutions.
§ Beginning in September 2005, expanded to
include high school students, professionals inside
corporate networks, and, eventually, everyone.
40
 42

.
concerning SNSs is
emerging from diverse disciplinary and
methodological traditions, addresses a range
of topics, and builds on a large body of CMC
research.
 43

§ Like other online contexts in which individuals are

consciously able to construct an online representation
of self, constitute an important research context for
scholars investigating processes of impression
management, self-presentation, and friendship
performance.
 44

.
Hogan, in press
§ Social network sites also provide rich sources of naturalistic
behavioral data. Profile and linkage data from SNSs can be
gathered either through the use of automated collection
techniques or through datasets provided directly from the
company, enabling network analysis researchers to explore
large-scale patterns of friending, usage, and other visible
indicators and continuing an analysis trend that started with
examinations of blogs and other websites.
 45

George, 2006; Kornblum & Marklein, 2006

§ Popular press coverage of SNSs has emphasized
potential privacy concerns, primarily concerning the
safety of younger users.
 46

SOURCE: https://en.wikipedia.org/wiki/Social_network_analysis#cite_note-1
http://www.orgnet.com/sna.html
https://en.wikipedia.org/wiki/Social_network
 48

is the process of investigating social

structures through the use of networks and
graph theory.
 49

These networks are often visualized through

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.
 50

These networks are often visualized through

in which nodes are represented as points
and ties are represented as lines.
A sociogram is a graphic
representation of social links
that a person
These visualizations has. Ita is
provide a graph
means of qualitatively
a s s e s s i n g n edrawing
t w o r kthat
s b plots
y v a the
rying the visual
structure of interpersonal
representation of their nodes and edges to reflect
relations in a group situation.
attributes of interest.
 51

These networks are often visualized through

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.
 52

has its theoretical

roots in the work of early sociologists such as
and .

q In the 1930s, and

introduced basic analytical methods.
 53

In 1954, started using the

term systematically to denote patterns of ties,
encompassing concepts traditionally used by
the public and those used by social scientists
 54

Social scientists have used the concept of

"social networks" since early in the 20th
century to connote complex sets of
relationships between members of social
systems at all scales, from interpersonal to
international.
55
 56

Social network researchers measure network

activity for a node by using the concept of
degrees -- the number of direct connections a
node has.
57
 58

A node with high betweenness has great influence over

what flows -- and does not -- in the network.
59
 60

They have the shortest paths to all others --

they are close to everyone else. They are in an
excellent position to monitor the information
flow in the network -- they have the best
visibility into what is happening in the
network.
61
 62

Individual network centralities provide

insight into the individual's location in the
network. The relationship between the
centralities of all nodes can reveal much about
the overall network structure.
 63

Not all network paths are created equal. More

and more research shows that the shorter
paths in the network are more important.
 64

Network metrics are often measured using geodesics -

- or shortest paths. They make the (erroneous)
assumption that all information/influence flows along
the network's shortest paths only. But networks
operate via direct and indirect, shortest and near-
shortest paths.
 65

Boundary spanners are well-positioned to be

innovators, since they have access to ideas and
information flowing in other clusters. They are in a
position to combine different ideas and knowledge,
found in various places, into new products and
services.
 66

Most people would view the nodes on the

periphery of a network as not being very
important. Since individuals' networks
overlap, peripheral nodes are connected to
networks that are not currently mapped.
 67

When sharing network maps and metrics with clients,

explain to them that the maps and metrics are
mirrors not report cards. The consultant brings
external expertise and context, while the client
provides internal context about the organizations
and its goals.
68
 70

is the study of graphs as

a representation of either symmetric relations
or asymmetric relations between discrete
objects.
 71

ü Graph Theory
ü Balance Theory
ü Social Identity Approach
q Indigenous Theories
ü Structural Role Theory
ü Heterophily Theory
 72

Graphs are represented visually by drawing a point or

circle for every vertex, and drawing a line between
two vertices if they are connected by an edge. If the
graph is directed, the direction is indicated by
drawing an arrow.
 73

In one restricted but very common

sense of the term, a graph is an ordered
pair comprising:
, a set of vertices (also called nodes
or points);
, a set of edges (also called links or
lines), which are unordered pairs of
vertices (that is, an edge is
associated with two distinct vertices).
 74

In one restricted but very common sense of

the term, a directed graph is an ordered
pair G=(V,E) comprising:
, a set of vertices (also called nodes or
points);
, a set of edges (also called directed
edges, directed links, directed lines,
arrows or arcs) which are ordered pairs
of vertices (that is, an edge is associated
with two distinct vertices).
 75

Balance theory is a theory of attitude change,

proposed by Fritz Heider. The consistency motive is
the urge to maintain one's values and beliefs over
time. Heider proposed that "sentiment" or liking
relationships are balanced if the affect valence in a
system multiplies out to a positive result.
 76

P-O-X Model
v For example: a Person who likes
an Other person will be
balanced by the same valence
attitude on behalf of the other.
v If a person likes object but
dislikes other person , is
unbalanced.
 77

The term social identity approach refers to research

and theory pertaining to social identity theory and
self-categorization theory—two intertwined, but
distinct, social psychological theories. The social
identity approach describes the state of people
thinking of themselves and others as a group.
 78

means that people organize social information by

categorizing people into groups.
) means
that people give a meaning to those categories in order
to understand the task of the group in the specific
situation.
is the process in which people
relate the self to one of those categories.
 79

Role theory is a concept in sociology and in social

psychology that considers most of everyday activity
to be the acting-out of socially defined categories.
 80

In sociology, there are different categories of social

roles:
• cultural roles
• social differentiation
• situation-specific roles
• bio-sociological roles
• gender roles
 81

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.
 82

HULIGANGA, John Dexter B.

B.S.Ed Major in Social Studies
Emilio Aguinaldo College - Manila
School of Arts, Sciences, and Teacher Education
 83

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