Book contents
- Frontmatter
- Contents
- Preface
- 1 Introduction
- 2 Complex Networks: Basic Theory
- 3 Epidemic Diffusion
- 4 Neighborhood Effects in Diffusion and Play
- 5 Searching in Social Networks
- 6 Search, Diffusion, and Play in Coevolving Networks
- Afterword
- A Generating Functions
- B The Ising Model
- C Mean-Field Theory
- Bibliography
- Index
- Econometric Society Monographs
5 - Searching in Social Networks
Published online by Cambridge University Press: 05 January 2013
- Frontmatter
- Contents
- Preface
- 1 Introduction
- 2 Complex Networks: Basic Theory
- 3 Epidemic Diffusion
- 4 Neighborhood Effects in Diffusion and Play
- 5 Searching in Social Networks
- 6 Search, Diffusion, and Play in Coevolving Networks
- Afterword
- A Generating Functions
- B The Ising Model
- C Mean-Field Theory
- Bibliography
- Index
- Econometric Society Monographs
Summary
The previous chapter has modeled diffusion and play as “reactive” phenomena, i.e. processes that unfold while agents respond to their current neighborhood conditions. In a polar fashion, another important (but “proactive”) phenomenon that is often mediated through the social network is search. A paradigmatic instance of it arises when a certain agent/node faces a problem (or query) whose solution (answer) is to be found somewhere else in the social network. This is reminiscent of the famous experiment set up by Milgram (1967) [200] – recall Section 1.1 – where the task was to direct a letter to a “distant” individual through a chain of social acquaintances. In present times, the internet represents a search scenario where analogous issues appear. In this case, a typical problem consists of finding a desired piece of information by searching through the hyperlinks that connect the various webpages in the huge WWW network.
The effectiveness of search in these setups is inherently affected by network considerations. In general, of course, the way agents access disperse information must be crucially shaped by the architecture (topological characteristics) of the social network. Another consideration, equally important, is the knowledge that agents have on the social network itself. In line with our emphasis on complexity, the natural assumption to make in this respect is that such information is purely local. Sometimes, however, agents may be in the position to rely on some underlying “reference structure” (e.g. the arrangement of individuals along spatial or professional dimensions) to guide and thus improve their search.
- Type
- Chapter
- Information
- Complex Social Networks , pp. 155 - 194Publisher: Cambridge University PressPrint publication year: 2007