1 Virtual Neighborhoods Architecture of Online Communities Reuven Aviv Zippy Erlich Gilad Ravid

2 Agenda Introduction Introduction Design, Mechanisms, Architecture Design, Mechanisms, Architecture Method Method Results Results

3 Design of networkmechanisms Architecture Collaborative Knowledge construction Content Analysis Social Interdependence theory Matching the predictions of network emergence theories Network statistical analysis of Markov models

4 SNA viewpoints Global SNA Global SNA –Macro –Cohesiveness –Equivalence (role groups) –Power of actors –Range of influence –Brokerages Local SNA 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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6 The Social Capital Mechanism Hunt for Knowledge (social capital) – – Using efficient interactions – – E.g. bridging others Community works with broadcast medium: – – Most efficient connection: No interactions   Passive members (Lurkers)

7 Cognitive balanceEmergence of transitive triads cohesiveness Creation of knowledge support cliques

8 The architecture of a network can be describes in terms of three components 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

9 link Mutual dyad In starMix starOut star Transitive triad Cyclic triad Virtual Neighborhoods

10 Method of Analysis 1. Reveal Architectural Components 2. Identify Relevant Theories 3. Identify Mechanisms

11 Method Analyze the recorded responsiveness data of two online forums of learners with different design Analyze the recorded responsiveness data of two online forums of learners with different design

12 Example: Two Communities 16 weeks each; 19, 18 participants 16 weeks each; 19, 18 participants Parts of Open U “Business Ethics” Course Parts of Open U “Business Ethics” Course Team community Team community –Designed for Knowledge Construction –Tested positively by Content Analysis Forum Community Forum Community –Designed for support by Q & A

13 Social Capital & Transaction Costs Burt 1992, 2002 Burt 1992, 2002 Bridge over Holes with minimal cost Bridge over Holes with minimal cost Few single links Few single links link<0 link<0 Supported for both networks Supported for both networks

14 Collective action Coleman, 1973, 1986; Marwell & Oliver 1993; Fulk et al Coleman, 1973, 1986; Marwell & Oliver 1993; Fulk et al Inducements to contribute under peer pressure Inducements to contribute under peer pressure Respond to several others Respond to several others If large density & centralization & size then out star > 0 If large density & centralization & size then out star > 0 Supported for team network. Supported for team network. Not supported for forum network because condition in not fulfilled Not supported for forum network because condition in not fulfilled

15 Exchange Willer & Skvoretz, 1997; Hommans, 1958 Willer & Skvoretz, 1997; Hommans, 1958 Exchange resources directly, depending on partner & network status Exchange resources directly, depending on partner & network status Tendency to reciprocate to resource promising partners Tendency to reciprocate to resource promising partners mutuality > 0 mutuality > 0 Not supported for team network because there are no a-priory resource promising actors Not supported for team network because there are no a-priory resource promising actors supported for Forum network because Tutor is a-priory resource promising actors supported for Forum network because Tutor is a-priory resource promising actors

16 Generalized exchange Bearman, 1997 Bearman, 1997 Exchange resources via mediators, depending on partner & network states Exchange resources via mediators, depending on partner & network states Tendency to respond cyclically to resource promising partner Tendency to respond cyclically to resource promising partner cyclicity > 0 cyclicity > 0 Not supported in both networks. Probably because no need for information exchange via mediators Not supported in both networks. Probably because no need for information exchange via mediators

17 Contagion Exposure Burt 1980; Contractor et al., 1990 Burt 1980; Contractor et al., 1990 Leading to social influence & limitation in attitudes, knowledge & behavior Leading to social influence & limitation in attitudes, knowledge & behavior Respond to same as other equivalent actors Respond to same as other equivalent actors Out star > 0; in star > 0; mixed star >0; transitivity >0 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 Not supported in both networks. Probably because contagion process could not develop in the short lifetime of networks

18 Cognitive Consistency Heider 1958; Festinger, 1957; Cartwright et al., 1956 Heider 1958; Festinger, 1957; Cartwright et al., 1956 Drive for balance in cognitions Drive for balance in cognitions Respond via several paths Respond via several paths transitivity > 0 transitivity > 0 Supported in team networks. Not supported in the forum network. In both networks this is due to their designs Supported in team networks. Not supported in the forum network. In both networks this is due to their designs

19 Uncertainty reduction Berger 1987 Berger 1987 Reduce uncertainty by gaining Reduce uncertainty by gaining Attract responses from several others Attract responses from several others In star > 0 In star > 0 Not supported in both networks. In the forum network the tutor clarified all uncertainties Not supported in both networks. In the forum network the tutor clarified all uncertainties

20 Exogenous factors Residual personal tendencies o respond or trigger only to actors with pre assigned roles 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 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 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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23 Thank You Questions? Comments? Remarks ?