在线社交网络中的社会选择与同伴影响

Facebook的数据研究发现,后者更有可能,而“品味”在 Facebook 上并不是那么容易传播。

相似的社会网络中的人们倾向于相似,但是我们却很难分清其中的因果。人们到底是选择与相似的人做朋友,还是他们变成了与朋友相似的人?

哈佛大学的Lewis 等人使用超过1500名大学生大学四年期间在 Facebook 上发表的条目,想要同时研究网络(network)与行为的演进,网络与个人资料信息(包括朋友列表和音乐、书籍、电影的爱好)被记录下来。研究发现,在电影和音乐(不包括图书)方面具有相似爱好的人们更有可能做朋友,喜欢某种特定电影或特定类型音乐在频次上更有可能在一开始倾向于寻找具有相似品味的他人。

但却甚少有证据能证明 Facebook 朋友之间的爱好品味得到了传播(除了经典/爵士音乐 这一爱好例外),我们的喜欢/不喜欢不那么容易被抹除。

该研究为网络同质性问题研究提供了参考,细致评估了文化品味与社会联系之间的“共同演化”(coevolution)过程。

[SCIENCE] I Liked You From the Start
《科学》杂志:一开始就喜欢你

"Science" Article
There is a tendency for people involved in a particular social network to be similar, but separating cause and effect can be difficult. To study the evolution of networks and behavior simultaneously, Lewis et al. used Facebook entries written by more than 1500 college students at a U.S. college over a 4-year period. From the time the students were freshmen until their senior year, network and profile information (including “friends” listings and taste in music, books, and movies) was tabulated. Students who liked certain kinds of movies (such as dark satire) or certain kinds of music (such as lite/classic rock) tended, more frequently than chance, to find others with similar tastes at the start. With the exception of a liking for classical/jazz music, preferences did not seem to be contagious. Although the authors acknowledge limitations of their study set, they conclude that ties strengthen among similar people, and our likes and dislikes do not tend to “rub off” on those around us.

[Original Paper] Social selection and peer influence in an online social network
[原始研究] 在线社交网络中的社会选择与同伴影响

Original Paper's Abstract

Disentangling the effects of selection and influence is one of social science's greatest unsolved puzzles: Do people befriend others who are similar to them, or do they become more similar to their friends over time? Recent advances in stochastic actor-based modeling, combined with self-reported data on a popular online social network site, allow us to address this question with a greater degree of precision than has heretofore been possible. Using data on the Facebook activity of a cohort of college students over 4 years, we find that students who share certain tastes in music and in movies, but not in books, are significantly likely to befriend one another. Meanwhile, we find little evidence for the diffusion of tastes among Facebook friends—except for tastes in classical/jazz music. These findings shed light on the mechanisms responsible for observed network homogeneity; provide a statistically rigorous assessment of the coevolution of cultural tastes and social relationships; and suggest important qualifications to our understanding of both homophily and contagion as generic social processes.

Research author: Kevin Lewis a,b,1, Marco Gonzalez a,c, and Jason Kaufmanb
a Department of Sociology and b Berkman Center for Internet and Society, Harvard University, Cambridge, MA 02138; and c Behavioral Sciences Department,Santa Rosa Junior College, Santa Rosa, CA 95401

Science author: Barbara R. Jasny

Science 3 February 2012: Vol. 335 no. 6068 p. 504 ;DOI: 10.1126/science.335.6068.504-b
Original research published on PNAS

Read more from Science Magazine(科学杂志) or PNAS(美国国家科学院学刊)

微盘下载链接:
Science Editorial Choice: http://vdisk.weibo.com/s/3-l6q
PNAS Original Paper: http://vdisk.weibo.com/s/3-lEK


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