Mitchell centre seminar series
| Dates: | 8 May 2019 |
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| Times: | 16:00 - 17:30 |
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| What is it: | Seminar |
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| Organiser: | School of Social Sciences |
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Filip Agneessens, University of Surrey
Key players for signed networks: optimal solutions when dealing with both positive and negative tie
Social network analysis provides a useful tool to study the diffusion of health practices among communities, the implementation of new practices in an organisation, and the promotion of new products in marketing research. The classic Key Player Problem (positive) is aimed at identifying a small set of k starting nodes (key players) in a network who would allow the dissemination of specific information or practices to a maximum set of other nodes in order to maximize the spread of such practices and innovation. The core question is who should be chosen? This dissemination process is often assumed to occur through communication or positive affect relations, because positive affect network relations can be assumed to promote such transmissions because of the positive affect (value transition and contagion), while communication offers the opportunity to for transmission of such information (information flows). Hence, individuals should be chosen who would maximize the number of others that can be reached through such ties.
However, negative affect relations, such as dislike, can play an equally (or even more) important role, as such negative relations can hinder any transition and even make people hostile to change or to views held by their enemies. Therefore, at the same time, individuals should be chosen in order to minimize the number of others that can be reached through negative ties. In this paper we extend the approach by simultaneously maximizing the dissemination process, while minimizing the impact of the negative tie network. Different alternatives will be discussed.
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