作者：方滨兴等
出版社：电子工业出版社
格式: AZW3, DOCX, EPUB, MOBI, PDF, TXT
在线社交网络分析(Online Social Network Analysis)试读：
前言
stIn the 21century,human beings are highly dependent on data,and have deeply fit into the information society,in which a huge function platform has been established by online social networks.Human beings are stating their viewpoints,making friends,and interacting on Twitter,Facebook,LinkedIn,Sina Microblog,WeChat and other social networks.Hundreds of million pieces of information are generated each day,and massive amounts of information is conveniently available to people.Online social activities are changing human behavior models and social formation,and social network data is becoming the most mature big data.By using the technique of big data,it is hopeful that people's understanding on user behaviors and social phenomenon,which are behind the big data of online social networks,may reach an unprecedented depth.
Online social networks analysis relates to computing science,sociology,management,psychology and many other subject areas.As a Chief Scientist of Project 973,i.e."Fundamental Research of Social Network Analysis and Network Information Diffusion",and in my engagement in the research of online social networks,I deeply felt that this field lacked a treatise,which systematically elaborates the concepts,theories and techniques of online social network analysis from a multi-disciplinary angle.Hence,I organized team members of the Project 973,including National University of Defense Technology,Shanghai Jiao Tong University,Hefei University of Technology,Beijing University of Post&Telecommunications,Institute of Computing Technology,CAS,Peking University,University of Science and Technology Beijing,Institute of Information engineering,CAS,and Harbin Institute of Technology,the team compiled this book on the basis of the research findings of these teams and a systematic review of relevant theories and techniques at home and abroad,so as to provide theoretical,systematic and instrumental research guides for relevant researchers.
Starting from three core factors of the analysis of online social networks,i.e."Structure and Evolution","Groups and Interaction"and"Information and Diffusion",this book includes 12 chapters.Chapter 1 Introduction leads the entire book,and is written by myself.Chapter 2 to Chapter 4 are about the first core factor,namely,"Structure and Evolution":Chapter 2 Analysis and Modeling of Social Network Structure Characteristics is written by Professor Jin Xu and Professor Hongli Zhang;Chapter 3 Detection Techniques and Approaches for Virtual Communities is written by Professor Jianhua Li;Chapter 4 The Evolution and Analysis of Virtual Communities is written by Researcher Xueqi Cheng.Chapter 5 to Chapter 8 are about the second core factor,namely,"Groups and Interaction":Chapter 5 Analysis of User Behaviors is written by Academician Shanlin Yang;Chapter 6 Social Network Sentiment Analysis is written by Professor Bin Zhou and myself;Chapter 7 Individual Influence Analysis and Technique is written by Professor Yan Jia and myself;Chapter 8 Group Aggregation and Influence Mechanism is written by Professor Jiayin Qi.Chapter 9 to Chapter 12 are about the third core factor,namely,"Information and Diffusion":Chapter 9 Information Retrieval for Social Networks is written by Professor Senior Engineer Li Guo;Chapter 10 Rules of Information Diffusion in Social Networks is written by Professor Changjun Hu;Chapter 11 Topic Discovery and Evolution is written by Professor Xindong Wu;Chapter 12 Influence Maximization Algorithms is written by Academician Xiangke Liao.
Sincere appreciation to the following experts and scholars participating in the data collection,content arrangement and achievement contribution of this book:Zhaoyun Ding,Xiaomeng Wang,Bin Wang,Yezheng Liu,Xiaodong Liu,Shenghong Li,Aiping Li,Lei Li,Shiyu Du,Peng Wu,Xiuzhen Chen,Wei Chen,Yang Yang,Lumin Zhang,Peng Shi,Yuanchun Jiang,and so on.
Thanks Associate Professor Shudong LI for the careful coordination and arrangement in the writing process of this book!Thanks Weihong HAN and Shuqiang YANG for working hard in the phase of reviewing and proofreading of this book!Chapter 1 Introduction1.1 Social Network and Its Development1.1.1 The Origin of Social Network
Since the birth of human beings,they have been working together in farming and hunting,then a society is formed.With the development of society and deepening of communication,various relationships are established between people,and social relationships are developed to include friendship,production relationships,labor relationships,social interactions,etc.in addition to simple consanguinity and familial relationships.As social members interact with others in work,study,life,entertainment,and other activities,stable relationships are gradually formed and then a social network is generated.Just like what Mickenberg and Dugan said in 1995,"we all connect,like a net we [1]cannot see" .
In Wikipedia,the social network is defined as:"a social structure made up of a set of nodes.The nodes generally refer to individuals or organizations,and the social network stands for various social relationships.In the social network,relatively stable relationship systems are formed between members due to interactions,and the relationship systems may include friendships,classmate relationships,business partnerships,or race and faith relationships.By means of these relationships,the social network ties different people closely,from those meet each other occasionally to intimate family [2]members and then to those in various social activities" .Since there are various social relationships in the social network,the social graphical structure of social organizations or individuals tends to be [2]very complex .The complex relational structure affects interactions and associations between members,and thus has an effect on people's social behaviors.
From a historical perspective,the social network is the backbone to integrate people and the Internet.With the development of industrialization and urbanization and the rise of new communications technology,the society tends to be networked more and more closely.In 2012,Lee Rainie and Barry Wellman list the social network revolution,the mobile revolution,and the Internet revolution as three major resolutions affecting human society in the new period in their [3]new book Networked:The New Social Operating System.At present,the Internet,as an interactive platform playing an important role in mutual communication,interaction,and participation,has been developed significantly beyond ARPANET's original military and technical purposes.And the social network covers almost all forms of network services centered on human society,which allows the Internet to be developed from an application platform for research departments,schools,and governments/business into a tool for people to establish and develop relationships and to communicate with each other.1.1.2 A Glimpse of the Development Procedure of Social Networks from the Perspective of Sociology
In 1842,French sociologist and positivism philosopher Auguste [4]Comte (1798—1857) proposed a term"sociology",defining two primary aspects of researches in sociology field:social statics and social dynamics.He is the first person who put forward studies on the society from mutual relationships between social actors.Auguste Comte considered that individuals are basic elements constituting the society,while individual properties in turn exert influence on the society's properties.Auguste Comte's contribution propels the development of sociology as a branch of science.
French sociologist Gustave Le Bon (1841—1931) claimed that [5]the relationships among social members should be observed from a group perspective,and focused on the circulation of information among group members.Gustave Le Bon pointed out that when an individual becomes a member in a group,he or she will lose their identity as an individual.As a member in the group,people imitate others around them;as the group's ideas and behaviors get widely spread,individuals' ideas and behaviors are deeply influenced.
From the perspective of sociology,social network originates from [6]"Sociology"theoryby German sociologist Georg Simmel (1858—1918).In the 1960s,with the beginning of the Cold War and social chaos pervasive in the western world,Georg Simmel's"Sociology"theory got rapid development in the west and became mature in the 1970s.Through the development process lasting [7]for half a century,"Social Structure"theoryin sociology has been widely applied in different fields including psychology,sociometric,sociology,anthropology,mathematics,statistics,and probabilism,and it is gradually formed into a set of systematic theories,methods,and technology,thereby becoming an important social structure study paradigm.
The popularity of the "social networks" concept exactly originates from his proper description of interaction of social relationships.Over the past century,sociologists have been using the metaphor of "social networks" to indicate various complicated social relationships.However,until 1950,the vocabulary began to be systematically used to indicate social communities having boundaries which are different from the traditional sense (such as villages and families) and a social category where people are regarded as separate individuals (such as gender and race).For example,the opinion of considering people in a café,colleagues working together,or people communicating with each other on the Internet as social communities having a boundary will lead to a wrong belief that they have a sense of belonging to their common group because they know each other.The truth is that people keep entering or exiting from a social network,and the social network has got a complicated structure.
In 1988,a well-known Canadian sociologist Barry Wellman proposed a relatively mature definition of social networks.Barry Wellman considered that the social network is a relatively stable [8]systemthat is constituted by social relationships among certain individuals;that is to say,"network"is regarded as a series of social connections or social relationships linking the actors,and the relatively stable relationship mode constitutes the social structure.With continual expansion of the application scope,the concept of social networks has gone beyond personal relationships;network actors may be individuals,and may also be aggregation units,such as families,departments,and organizations.
The social network in the early stage mainly refers to off-line "social networks"established among individuals through acquaintanceship or working relationships,such as scientific research cooperation relationship networks,actor cooperation networks,and other relationship networks.Among them,the social relationship network of 34 members in a karate club in some university constructed by sociologist Wayne Zachary in the 1970s is a typical [9]representationof early social networks.
With the development of Internet,the regional element reflected by the network structure is weakened;as a result,regional limitation in traditional off-line social networks becomes more and more weakened,and cross-regional online social relationships become an important pattern of social networks.After 2003,with the development of Web 2.0 technology,online social network media has attracted more and more attention from the people,who start to create accounts on online social media platforms,typically represented by Facebook,Twitter,Blog,and social networking sites,and add friends who they get acquainted with off line.Since then,off-line social networking begins to expand to network environments,and becomes an indispensable communication tool for people in their network life.1.1.3 A Glimpse of the Development of Social Network from the Perspective of Anthropology
From the perspective of anthropology,the early study on the social network mainly included two social network modes:non-industrial society and industrial society.
First,in terms of the study on the social network in non-industrial society,the study on kinship of Lewis Henry Morgan (1818—1881),an [10]American anthropologist,was the most representative.During studying Iroquois tribes,he found that kinship terms in Iroquois were totally different from those in modern America,while the kinship term system in other Indians was basically the same as that in Iroquois.He published a book Systems of Consanguinity and Affinity of the Human Family in 1871,pointing out that the kinship terms were not general,and different cultures had different kinship term systems.He solved the relation problem between the culture and kinship term system.
Alfred Radcliffe-Brown (1881—1955),an English anthropologist,inherited and developed the theory of Lewis Henry Morgan.He pointed out that the kinship system was a network of social relations,and was a composition of the network of total social relations.Such network of total social relations was called social structure.He advocated that a social network analysis method was used for analyzing the kinship relation to gradually form the structural [11]functionalism theory,leading the social network as a dominant concept in English anthropology.
But the traditional kinship study has two defects:first,it only focuses on individual members in the kinship relation and ignores the mutual relation among members;second,it focuses on the source and historical development of the kinship,and ignores the horizontal structure study.Lévi-Strauss (1908—2009),a French anthropologist,proposed a method of studying the kinship relation from [12]a structural perspective,and summarized a binary opposition relation consisting of eight members in four groups of key relatives:husband and wife,brother and sister,father and son,and uncle and nephew.His method outlined a deep and general social network structure behind the kinship relation.
In addition to the study on the kinship relation,with colonialism collapsing and primitive society drifting away,the focus of the anthropology study shifted to wide agricultural society and social society.The study on the social relation also extended from the kinship relation to different social relations in urban,cities,enterprises,and organizations.In 1929,William Lloyd Worner (1847—1928),an [13]American anthropologist,organized the "Yankee City" project totry to apply his method of studying Australian indigenous people to the study on American towns.He proposed a method of emphasizing the social class,individual interaction,and social network.His research had huge effects and a profound impact on later researchers.
Second,in the industrial society mode,the study of Max Gluckman (1911—1975),an important British anthropologist,was the most [14]representative.During the study,he observed five factories.On one hand,he continued Radcliffe-Brown's emphasis on the social structure.On the other hand,he started to focus on the wider social context where the workshop was in,and treated this as the key of the study.He found that informal organizations existed in the five factories.Although the relation mode between workers and managers were different,a social relation for spontaneous cooperation did not exist as the study said;instead,a large variety of conflicts existed between workers and managers.
In addition to being applied to the study on the modern industrial society,the social network was applied to the study on urbanization of third-world countries.Bruce Kapferer (1940-Present),an Australian anthropologist,studied the labor conflict in a mining [15]company.Beside considering factors such as the interaction relation among workers,and the social network consisting of workers in his study,he analyzed the relation among the interaction of workers,the social network of workers,and key factory events such as strike action.1.2 Development of Online Social Networks1.2.1 Concept of Online Social Networks
With the rapid development of the Internet technology,people introduce the concept of early social networking into the Internet,and create the online social networks for social networking services (SNS).The meaning of online social networks includes hardware,software,service,and application.Because a word group consisting of four words meets Chinese's word-formation habit,people customarily use the social network to replace the SNS.
The online social networks can be divided into four categories [16]according to the research reporton social computing of European Union:
(1) instant messaging applications,which are platforms for providing online real-time communication,such as MSN,QQ,AIM,Fetion and WeChat,and have mutual authentication and real-time push characteristics;
(2) online social applications,which are platforms for providing online social relationships,such as Facebook,Google+(Google),RENN,Kaixin001 and Qzone,and have mutual authentication and non-realtime access characteristics;
(3) microblog-type applications,which are platforms for bi-directionally releasing short messages,such as Twitter,Sina weibo,Tencent weibo,and NetEase weibo and Sohu weibo,and have one-way authentication and realtime push characteristics;
(4) space-sharing type applications,which are Web 2.0 applications which can communicate with each other but are not tightly combined,such as forums,blogs,BBS,video sharing,social bookmark and online shopping,and have one-way authentication and non-realtime access characteristics.
The online social network is a social structure made up of a set of social actors and a set of ties between these actors in the information network.This social structure mainly includes three factors,including relationship structure,network groups and network information.The relationship structure of the social network is a network system formed via the connection of individual members of the society.Individuals are also referred to as nodes,and can be regarded as organizations,individuals,network ID,other entity or virtual individual with different meanings;however,the relationship between individuals can be family relations,movement behavior,send and receive messages and a variety of other relationships.Based on these relationships,the individuals in the social network self-organize a variety of virtual communities.The virtual community is a subset of social networks,and has a close connection between the nodes in the virtual community,and a sparse connection between the nodes of different virtual communities.On the basis of the relationships above,various information is transferred between the individuals,between an individual and a group,and between the groups in the social network.The constant iteration process of this information transfer is information spreading in the social network.Due to the influences of the network structure and the information transfer,individuals cluster or get together in a certain virtual community for a certain event,affect,act and rely on each other,and purposefully act in a similar manner.This forms a group behavior of the social network.
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