Transcript Virtual Neighborhoods Architecture of Online Communities Reuven Aviv

Virtual Neighborhoods
Architecture of Online
Communities
Reuven Aviv
Zippy Erlich
Gilad Ravid
[email protected]
http://www.ravid.org/gilad
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Agenda
Introduction
 Design, Mechanisms, Architecture
 Method
 Results
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Design of network
Social
Interdependence
theory
mechanisms
Matching the
predictions of network
emergence theories
Architecture
Content Analysis
Collaborative Knowledge
construction
Network
statistical
analysis of
Markov models
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SNA viewpoints
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Global SNA
– Macro
– Cohesiveness
– Equivalence (role
groups)
– Power of actors
– Range of influence
– Brokerages
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Local SNA
– Micro
– Statistical
– Dyads and triads
Aviv, R., Erlich, Z., Ravid, G., & Geva, A. (2003). Network
Analysis of Knowledge Construction in Asynchronous Learning
Networks. Journal of Asynchronous Learning Networks
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The Social Capital Mechanism
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Hunt for Knowledge (social capital)
–
–
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Using efficient interactions
E.g. bridging others
Community works with broadcast
medium:
– Most efficient connection: No
interactions
 Passive members (Lurkers)
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Cognitive balance
Emergence of
transitive triads
cohesiveness
cliques
Creation of
knowledge support
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The architecture of a network can be
describes in terms of three components
– One or more relations are the fundamental
glue between the actors
– A partition of the actors and the relations into
2 level hierarchy of groups of actors
– A set of mechanisms shaping the relations to
the creation of the neighborhood
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Virtual Neighborhoods
link
Mutual dyad
Transitive
triad
Mix star
In star
Cyclic
triad
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Out star
Method of Analysis
1.
2.
3.
Reveal Architectural Components
Identify Relevant Theories
Identify Mechanisms
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Method

Analyze the recorded responsiveness data
of two online forums of learners with
different design
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Example: Two Communities
16 weeks each;
19, 18 participants
 Parts of Open U “Business Ethics” Course
 Team community
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– Designed for Knowledge Construction
– Tested positively by Content Analysis
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Forum Community
– Designed for support by Q & A
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Social Capital & Transaction Costs
Burt 1992, 2002
 Bridge over Holes with minimal cost
 Few single links
 link<0
 Supported for both networks
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Collective action
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Coleman, 1973, 1986; Marwell & Oliver 1993;
Fulk et al. 1996
Inducements to contribute under peer pressure
Respond to several others
If large density & centralization & size then out
star > 0
Supported for team network.
Not supported for forum network because
condition in not fulfilled
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Exchange
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Willer & Skvoretz, 1997; Hommans, 1958
Exchange resources directly, depending on
partner & network status
Tendency to reciprocate to resource promising
partners
mutuality > 0
Not supported for team network because there
are no a-priory resource promising actors
supported for Forum network because Tutor is apriory resource promising actors
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Generalized exchange
Bearman, 1997
 Exchange resources via mediators,
depending on partner & network states
 Tendency to respond cyclically to resource
promising partner
 cyclicity > 0
 Not supported in both networks. Probably
because no need for information exchange
via mediators
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Contagion Exposure
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Burt 1980; Contractor et al., 1990
Leading to social influence & limitation in
attitudes, knowledge & behavior
Respond to same as other equivalent actors
Out star > 0; in star > 0; mixed star >0;
transitivity >0
Not supported in both networks. Probably
because contagion process could not develop in
the short lifetime of networks
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Cognitive Consistency
Heider 1958; Festinger, 1957; Cartwright
et al., 1956
 Drive for balance in cognitions
 Respond via several paths
 transitivity > 0
 Supported in team networks. Not
supported in the forum network. In both
networks this is due to their designs
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Uncertainty reduction
Berger 1987
 Reduce uncertainty by gaining
 Attract responses from several others
 In star > 0
 Not supported in both networks. In the
forum network the tutor clarified all
uncertainties
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Exogenous factors
Residual personal tendencies o respond or
trigger only to actors with pre assigned
roles
 For students (1)resp=0; (2)trigg=0; For
tutor (3)resp>0; (4)trigg>0
 1,2 supported for both networks; 3 un
supported for team network, supported for
forum network; 4 un supported for both
networks
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Thank You
Questions? Comments? Remarks ?
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