12 Cognitive Social Structure
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Transcript of 12 Cognitive Social Structure
Cognitive Social Structure
Coping with inaccurate perception of social networks
Self-reporting is inaccurate
• Bernard, Killworth & Sailer, 1979• Collect data from teletype owners
• “Who have you communicated with last month”• “Who might you communicate in the next
month?”• First study: 25 respondents; then 54 informants• Accuracy of reporting: ~52%
• Just slightly higher then chance!
More experiments
• Total of seven experiments, ‘79-84• HAM radio operators• University department• Commercial office• Fraternity• Early email network (> 200 respondents)
Results of experiments
• Informants who regularly keep records are not more accurate
• Slightly intrusive observation does not affect outcome
• No improvement with repeated studies• “who do you like” = “who do you talk to”• Significance questions do not affect outcome• Overall, people can recall < 50% of their
communications
Timing results
• Short-term and long-term results are more accurate then mid-term
• Short-term memory is lost rapidly
• Long-term memory relies on generalization
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Over- and under-reporting
• Telephone study (Hyett):• People who make few calls tend to over-
report• People who make very many calls tend to
under-report• Only 71% report “anywhere in a ballpark”
Conclusion
• “…on the basis of seven experiments, what people say about their communications bears no useful resemblance to their behavior.”
Can data be washed?
• Not really - • Timing study only accounts for 6%
variance• Over- and under- reporting:
• 49% of variance
Turning to advantage
• Inaccuracies of perception tell us something about the processes
• Perceptions might be as important as the “true network”
• Ways to address:• Theory to relate perceptions to reality• Focus on perceptions and study them as
phenomenon
Cognitive dissonance
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• Perception of balance is as good as balance
Cognitive Social Structure
• “Normal network” : adjacency matrix
• Cognitive Social Structure (CSS): perceptual adjacency matrix
Cognitive Social Structure
• N x N x N 3D matrix:• ri,j,k=1 : k perceives communication
between i and j.
I,j,k
Slicing the data
• Hold constant the perceiver dimension:
Can deduce:
• Perception of balance• Perceived structural equivalence
• Look at correlation of slices of different actors• In markets, people copy behaviours of these
perceived to be similar (Allen, 1978)
Dicing the data
• Locally Aggregated Structures• “How do you perceive your own
communications?• Row dominated
• Column dominated
Kneading the data
• LAS Intersection Rule:
• LAS Union Rule:
Use of LAS rules:
• Friendship better determined by intersection rule• Mutual nature of friendship is important
• Communication better reported by union rule• General trend toward under-reporting
Consensus Structure
• Considers everybody’s perceptions of ri,j in determining r’i,j:
• f is an arbitrary function of perceptions, for example:
Use of Consensus Structure
• Freeman (1986):• “…the underlying truth about some statement is
best predicted from a weighted average of each observer’s perception or guess about the truth”
• Computation of weights “…complicated and important”
Accuracy of Network Perception
• Number of ties among alters that ego percieves correctly
• High cognitive accuracy corellated with high network performance