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media & cultural studies

Wednesday, December 10, 2014

This blogpost will introduce the study of 'Strength of weak ties' that developed by Mark Gravonetter in 1973. He suggesting that "relationships with acquaintances (weak ties) could be more important than relationships with close friends (strong ties) for finding out about jobs, or more generally for enhancing social mobility" (Grigsby, 2009).

Figure 1: We are connected to core groups of strong ties that we interact with frequently and weak ties that we interact with infrequently. Granovetter's hypothesis about the "strength of weak ties" states that weak ties facilitate information flow from disparate clusters of people.
Figure 1
Granovetter shows in the way of networks relate to information access in Figure 1. He described that "when a person interacts with two individuals frequently, those individuals are also likely to interact with one another "(Bakshy, 2012). Weak ties help spread new information by linking the gap between clusters of strong tie contacts. The strength of weak ties notifies much of the widespread understanding of information spread in social networks (Bakshy, 2012).


Figure 5: People are more likely to share information from their strong ties, but because of their abundance, weak ties are primarily responsible for the majority of information spread on Facebook. The figure above illustrates how a majority of influence (orange) can be generated by weak ties, even if strong ties are individually more influential.
Figure 2

In conclusion, the majority of people’s contacts are weak tie friends, and if we carry out this same computation using the empirical distribution of tie strengths and their corresponding probabilities, we find that weak ties generate the majority of information spread.





References

Bakshy, E. (2012). Rethinking Information Diversity in Networks. [online] Facebook.com. Available at: https://www.facebook.com/notes/facebook-data-team/rethinking-information-diversity-in-networks/10150503499618859 [Accessed 11 Dec. 2014].

Grigsby, J. (2009). Strengthening Weak Ties with Facebook. [online] Facebook.com. Available at: https://www.facebook.com/notes/facebook-in-education/strengthening-weak-ties-with-facebook/355327135569 [Accessed 11 Dec. 2014].

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