Using Network Concepts to Clarify Using Network Concepts to Clarify Sources and Processes of Social Sources and Processes of Social

InfluenceInfluence

Based in studies of Job Design and Group Based in studies of Job Design and Group ProcessesProcesses

Individual attributes and objective task Individual attributes and objective task characteristics insufficient explanationscharacteristics insufficient explanations

Include social cues, rewards, social Include social cues, rewards, social learning, subjective realitylearning, subjective reality

Applied to study of new media, as critique Applied to study of new media, as critique of “objective” media characteristicsof “objective” media characteristics

Problems with Social Influence Problems with Social Influence ModelsModels

Most models ambiguousMost models ambiguous

Identification of source otherIdentification of source other• Generalized (“coworkers”) or specified Generalized (“coworkers”) or specified (“Tom”)?(“Tom”)?Nature of other’s attitudeNature of other’s attitude• Projection/estimation or actualProjection/estimation or actualProcess of social influenceProcess of social influenceStrength of social influenceStrength of social influenceLevel of social influenceLevel of social influenceDuration of social influenceDuration of social influence

Social Influence ComponentsSocial Influence Components

Ambiguity of situationAmbiguity of situation

Exposure to influence (proximity)Exposure to influence (proximity)

Important/salience of source otherImportant/salience of source other

Other:Other:

• Reflexiveness, monitoringReflexiveness, monitoring

• Other attitudes, experienceOther attitudes, experience

• Attributes of phenomenonAttributes of phenomenon

• Salience of phenomenonSalience of phenomenon

• Aspects of group (integration, Aspects of group (integration, cohesiveness)cohesiveness)

Networks as Proximity MechanismsNetworks as Proximity Mechanisms

Relational proximityRelational proximity

Positional proximityPositional proximity

Organizational positionOrganizational position

• Division of labor, task specialization, Division of labor, task specialization, mediation of relationsmediation of relations

• Unit (coworker and supervisor), overallUnit (coworker and supervisor), overall

Structural equivalenceStructural equivalence

Spatial proximity (climate, Spatial proximity (climate, access/exposure, symbolic, designaccess/exposure, symbolic, design

Relative strength of the mechanismsRelative strength of the mechanisms

Individual Level of Individual Level of Social Information SourcesSocial Information Sources

Mean or sum attitude, across proximate Mean or sum attitude, across proximate othersothers

• Other’s actual attitudesOther’s actual attitudes

• By importance/salience of otherBy importance/salience of other

• By strength (may include duration) of By strength (may include duration) of exposureexposure

Group (Peer) Level of Group (Peer) Level of Social Information SourcesSocial Information Sources

Mean attitude fromMean attitude from• Relational groupRelational group• Unit co-workersUnit co-workers• Structural PositionStructural Position• Spatial ClusterSpatial Cluster

Relative Power of Individual and Group Relative Power of Individual and Group LevelsLevels• Individual – more specified informationIndividual – more specified information• Group – if reference group, if stimulus Group – if reference group, if stimulus controlled, if salient norms and sanctionscontrolled, if salient norms and sanctions

Relational Proximity MechanismRelational Proximity Mechanism

Contact among individuals, coactivational Contact among individuals, coactivational view of organizations, communication view of organizations, communication proximityproximity

Individual influence:Individual influence:

Direct and indirect links exchange Direct and indirect links exchange information, influence, meaninginformation, influence, meaning

Group influence:Group influence:

Dense, cohesive relations within groups Dense, cohesive relations within groups reinforce norms, values, meaningreinforce norms, values, meaning

Positional Proximity MechanismPositional Proximity Mechanism

Configurational view of organizations; also Configurational view of organizations; also roles, statuses, obligationsroles, statuses, obligations

Organizational proximity (work units, paths of Organizational proximity (work units, paths of formal reporting) or structural equivalenceformal reporting) or structural equivalence

Individual: similar relations to same other Individual: similar relations to same other sprovide shared exposure to attitudes, involve sprovide shared exposure to attitudes, involve similar activities, obligationssimilar activities, obligations

Positions: include sets of individuals who are Positions: include sets of individuals who are positionally proximate to each other, thus positionally proximate to each other, thus represent common attitudes, status; represent common attitudes, status; communication within positions not necessarycommunication within positions not necessary

Spatial Proximity MechanismSpatial Proximity Mechanism

Nearness to others; architectural view of Nearness to others; architectural view of organizationsorganizations

Individual: co-located more likely to Individual: co-located more likely to interact, be close to same ambient stimuli, interact, be close to same ambient stimuli, organizational symbols and cultureorganizational symbols and culture

Clusters: sets of individuals who are Clusters: sets of individuals who are similarly distant from other sets of similarly distant from other sets of individualsindividuals

Source OtherSource Other

Individual:Individual:

Single, multiple, or class of specific source Single, multiple, or class of specific source other(s)other(s)

Weighted by strength of exposure andWeighted by strength of exposure and

By importance/salience of source to By importance/salience of source to individualindividual

Group:Group:

Norms, beliefs, social information different Norms, beliefs, social information different for different groups, with “peer effect” for different groups, with “peer effect” above individual differencesabove individual differences

Questions!Questions!

Thank you…Thank you…