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1、1TheSocialOriginsofNetworksandDiffusionDamonCentolaUniversityofPennsylvaniaRecentresearchonsocialcontagionhasdemonstratedsignificantef-fectsofnetworktopologyonthedynamicsofdiffusion.However,net-worktopologiesarenotgivenapriori.Rather,theyarepatternsof
2、re-lationsthatemergefromindividualandstructuralfeaturesofsociety,suchaspopulationcomposition,groupheterogeneity,homophily,andsocialconsolidation.FollowingBlauandSchwartz,theauthordevel-opsamodelofsocialnetworkformationthatexploreshowsocialandstructur
3、alconstraintsontieformationgenerateemergentsocialtopol-ogiesandthenexplorestheeffectivenessofthesesocialnetworksforthedynamicsofsocialdiffusion.Resultsshowthat,atoneextreme,highlevelsofconsolidationcancreatehighlybalkanizedcommunitieswithpoorintegrat
4、ionofsharednormsandpractices.AssuggestedbyBlauandSchwartz,reducingconsolidationcreatesmorecrosscut-tingcirclesandsignificantlyimprovesthedynamicsofsocialdiffusionacrossthepopulation.However,theauthorfindsthatfurtherreduc-ingconsolidationcreateshighlyin
5、tersectingsocialnetworksthatfailtosupportthewidespreaddiffusionofnormsandpractices,indicatingthatsuccessfulsocialdiffusioncandependonmoderatetohighlevelsofstructuralconsolidation.Recenttheoreticalandempiricalstudiesonthespreadofsocialnormshaveidentifi
6、edtheimportanceofnetworktopology—thelarge-scalepatternoftieswithinapopulation—fordeterminingboththerateandextentofdif-fusionprocessesðWattsandStrogatz1998;NewmanandWatts1999;New-1TheauthorgratefullyacknowledgessuggestionsandguidancefromDuncanWattsdur
7、ingtheearlystagesofthisprojectandextensivecommentsfromPaulDiMaggio,ArnoutvandeRijt,PeterDodds,MichaelMacy,EzraZuckerman,RayReagans,andRonaldBurt.ThisresearchwassupportedinpartbytheJamesS.McDonnellFoun-©2015byTheUniversityofChicago.Allrightsreserved.0
8、002-9602/2015/12005-0001$10.00AJSVolume120Number5(March2015):1295–13381295Thiscontentdownloadedfrom165.123.34.86onMon,1Jun201501:08:35AMAllusesubjecttoJSTORTermsandConditionsAmericanJournalofSociologyman,Barabasi,andWatts2006;CentolaandMacy2007;Cento