Skip to main content
SpringerLink
Log in

Network Awareness, Social Context and Persuasion

  • Conference paper
Persuasive Technology (PERSUASIVE 2008)

Part of the book series: Lecture Notes in Computer Science ((LNISA,volume 5033))

Included in the following conference series:

  • 5428 Accesses

Abstract

This paper brings a sociological perspective to an area dominated by social psychology, that of persuasion. It discusses how networks can be used to describe context for persuasive messages. It has been previously argued that network awareness, having knowledge of how networks affect behavior and perception, combined with knowledge of the networks in some part of society such as an organization or region, is important for innovation and productivity. This paper expands on this by introducing the concept of “social context.” While the idea of location in social structure is not new, the difference here is that this paper talks not just about abstract location in social space, but the more concrete realization of it in communication networks based on cell phones, social networking software, IM, email and other new technology is. I argue that the ability to observe and measure these networks can give insight into the user’s behavior, attitudes and worldview and provide a context for persuasion to take place.

This is a preview of subscription content, log in via an institution to check access.

Access this chapter

Log in via an institution
Chapter
USD 29.95
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
eBook
USD 39.99
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
Softcover Book
USD 54.99
Price excludes VAT (USA)
  • Compact, lightweight edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info

Tax calculation will be finalised at checkout

Purchases are for personal use only

Institutional subscriptions

Preview

Unable to display preview. Download preview PDF.

Unable to display preview. Download preview PDF.

References

  1. Steiny, D., Oinas-Kukkonen, H.: Networks awareness: social network search, innovation and productivity in organisations. International Journal of Networking and Virtual Organisations 4, 413–430 (2007)

    Article  Google Scholar 

  2. Fogg, B.J.: Persuasive Technology. Morgan Kaufmann, San Francisco (2003)

    Google Scholar 

  3. Miller, G.: On Being Persuaded. In: Dillard, J.P., Pfau, M. (eds.) The Persuasion Handbook: Developments in Theory and Practice, pp. 3–16. Sage Publications, New York (2002)

    Google Scholar 

  4. Petty, R.E., Wegener, D.T.: Attitude Change: Multiple Roles for Persuasion Variables. In: Gilbert, D.T., Fiske, S.T., Gardner, L. (eds.) The Handbook of Social Psychology, vol. 1, pp. 323–390. Oxford University Press, New York (1998)

    Google Scholar 

  5. Harjumaa, M., Oinas-Kukkonen, H.: Persuasion Theories and IT Design. In: de Kort, Y., IJsselsteijn, W., Midden, C., Eggen, B., Fogg, B.J. (eds.) PERSUASIVE 2007. LNCS, vol. 4744, pp. 311–314. Springer, Heidelberg (2007)

    Chapter  Google Scholar 

  6. Oinas-Kukkonen, H., Harjumaa, M.: Towards a Deeper Understanding of Persuasion in Software and Information Systems. In: The First International Conference on Advances in Human-Computer Interaction, Sante Luce, Martinique (2008)

    Google Scholar 

  7. Nadel, S.F.: The Theory of Social Structure. The Free Press of Glencoe, USA (1957)

    Google Scholar 

  8. Reichardt, J., White, D.R.: Role models for complex networks. University of Würtsburg, University of California, Irving, USA (2007)

    Google Scholar 

  9. Cialdini, R.B.: Influence: Science and Practice. Allyn & Bacon (2000)

    Google Scholar 

  10. O’Keefe, D.J.: Understanding Social Influence: Relations Between Lay and Technical Perspectives. Communication Studies 44, 228–238 (1993)

    Google Scholar 

  11. White, H.C.: Anatomy of Kinship: Mathematical Models for Structure of Cumulated Roles. Prentice Hall, Engelwood Cliffs (1963)

    Google Scholar 

  12. White, H.C.: Chains of Opportunity: Sytem Models of Mobility in Organizations. Harvard University Press, Boston (1970)

    Google Scholar 

  13. Breiger, R.L.: White, Harrison. In: Ritzer, G. (ed.) Encyclopedia of Social Theory, vol. 2, pp. 884–886. Sage, Thousand Oaks (2005)

    Google Scholar 

  14. Chase, I.D.: Vacancy Chains. Annual Review of Sociology 17, 133–154 (1991)

    Article  Google Scholar 

  15. White, H.C., Lorrain, F.: Structural Equivalence of Individuals in Social Networks. Journal of Mathematical Sociology 1, 49–80 (1971)

    Google Scholar 

  16. McAdam, D.: Recruitment to High-Risk Activism: The Case of Freedom Summer. The American Journal of Sociology 92, 64–90 (1986)

    Article  Google Scholar 

  17. Hume, D.: An Enquiry Concerning Human Understanding. Hackett Publishing Company, Inc., Indianapolis (1993)

    Google Scholar 

  18. Wilson, T.: Strangers to Ourselves. Belknap Press, Boston (2004)

    Google Scholar 

  19. Christakis, N.A., Fowler, J.H.: The Spread of Obesity in a Large Social Network over 32 Years. JAMA 357, 370–379 (2007)

    Google Scholar 

  20. Economist: Social Graph-iti. Economist. Enconomist, London (2007)

    Google Scholar 

  21. Freeman, L.C.: The Development of Social Network Analysis. Emperical Press (2004)

    Google Scholar 

  22. Rogers, E.M.: The Diffusion of Innovation. The Free Press (2003)

    Google Scholar 

  23. Burt, R.S.: Social Contagion and Innovation: Cohesion Versus Structural Equivalence. The American Journal of Sociology 92, 1287–1335 (1987)

    Article  Google Scholar 

  24. Saxenian, A.: Regional Advantage. Harvard University Press, Boston (1996)

    Google Scholar 

  25. Sull, D.: From Community of Innovation to Community of Inertia: The Rise and Fall of the US Tire Industry. In: XIII Conference of the International Economic History Association, Buenos Aires, Argentina (2002)

    Google Scholar 

  26. Michaelson, A., Contractor, N.S.: Structural Position and Perceived Similarity. Social Psychology Quarterly 55, 300–310 (1992)

    Article  Google Scholar 

  27. Coleman, J.S., Katz, E., Menzel, H.: The Diffusion of Innovation Among Physicians. Sociometry 20, 253–270 (1957)

    Article  Google Scholar 

  28. White, H.C.: Identity and Control: How social formations emerge. Princeton University Press, Princeton (2008)

    Google Scholar 

  29. Granovetter, M.S.: The Strength of Weak Ties. The American Journal of Sociology 78, 1360–1380 (1973)

    Article  Google Scholar 

  30. McPherson, M., Smith-Lovin, L., Cook, J.M.: Birds of a Feather: Homophily in Social Networks. Annual Review of Sociology 27, 415–441 (2001)

    Article  Google Scholar 

  31. Valente, T.W., Pumpuang, P.: Identifying Opinion Leaders to Promote Behavior Change. Health Educ. Behav. 34, 881–896 (2007)

    Article  Google Scholar 

  32. Burt, R.S.: Structural Holes and Good Ideas. American Journal of Sociology 110, 349–399 (2004)

    Article  Google Scholar 

  33. Hargadon, A.B.: Brokering Knowledge: Linking Learning and Innovation. In: Staw, B.M., Kramer, R.M. (eds.) Research in Organizational Behavior, vol. 24, Elsevier Science Ltd., Amsterdam (2002)

    Google Scholar 

  34. Obstfeld, D.: Social Networks, the Tertius Iungens Orientation, and Involvement in Innovation. Administrative Science Quarterly 50, 100–130 (2005)

    Google Scholar 

  35. Cohen, S., Doyle, W.J., Skoner, D.P.M., Rabin, B.S., Gwaltney, J.M.J.: Social Ties and Suceptibility to the Common Cold. JAMA 277, 1044–1940 (1997)

    Article  Google Scholar 

  36. Burt, R.S.: Brokerage and Closure. Oxford University Press, New York (2005)

    Google Scholar 

  37. Burt, R.S.: Structural Holes: The Social Structure of Competition. Harvard University Press, Cambridge (1992)

    Google Scholar 

  38. Baker, W.E.: Achieving Success Through Social Capital. Jossey-Bass Inc., San Francisco (2000)

    Google Scholar 

  39. Mehra, A., Kilduff, M., Brass, D.J.: The Social Networks of High and Low Self-Monitors: Implications for Workplace Performance. Administrative Science Quarterly 46, 121–146 (2001)

    Article  Google Scholar 

  40. Vodosek, M.: Personality and the Formation of Social Networks, The American Sociological Association, Atlanta, GA (2003)

    Google Scholar 

  41. Snyder, M.: Self-monitoring of expressive behavior. Journal of Personality and Social Psychology 30, 526–537 (1974)

    Article  Google Scholar 

  42. Lennox, R.D., Wolfe, R.N.: Revision of the Self-Monitoring Scale. Journal of Personality and Social Psychology 46, 1349–1364 (1984)

    Article  Google Scholar 

  43. Cramer, K.M., Gruman, J.A.: The Lennox and Wolfe Revised Self-Monitoring Scale: latent structure and gender invariance. Personality and Individual Differences 32, 627–637 (2002)

    Article  Google Scholar 

  44. Asugman, G., Eser, B., Bodur, M.: Opinion Leadership and Self-Monitoring: Evidence for the Two-Way Flow of Communication. Asia Pacific Advances in Consumer Research 1, 203–207 (1994)

    Google Scholar 

  45. Freeman, L.C.: Filling in the Blanks: A Theory of Cognitive Categories and the Structure of Social Affiliation. Social Psychology Quarterly 55, 118–127 (1992)

    Article  Google Scholar 

  46. Krackhardt, D.: Cognitive Social Structures. Social Networks 87, 109–134 (1987)

    Article  MathSciNet  Google Scholar 

  47. Tyler, J., Wilkinson, D., Huberman, B.: Email as spectroscopy: automated discovery of community structure within organizations. The Information Society 21, 143–153 (2005)

    Article  Google Scholar 

  48. Onnela, J.P., Saramaki, J., Hyvonen, J., Szabo, G., Lazer, D., Kaski, K., Kertesz, J., Barabasi, A.L.: Structure and tie strengths in mobile communication networks. Proceedings of the National Academy of Sciences 104, 7332–7336 (2007)

    Article  Google Scholar 

  49. Travers, J., Milgram, S.: An Experimental Study of the Small World Problem. Sociometry 32, 425–443 (1969)

    Article  Google Scholar 

  50. Bush, V.: As We May Think. Atlantic Monthly (1945)

    Google Scholar 

  51. Wellman, B.: Are personal communities local? A Dumptarian reconsideration. Social Networks 18, 347–354 (1996)

    Article  Google Scholar 

  52. Hauben, R.: On the early days of usenet: The roots of the cooperative online culture (1995)

    Google Scholar 

  53. Monge, P.R., Contractor, N.S.: Theories of Communications Networks. Oxford University Press, New York (2003)

    Google Scholar 

  54. Michael, J.H.: Labor dispute reconcillation in a forest products manufacturing facility. Forest Products Journal 47, 41–45 (1997)

    Google Scholar 

Download references

Author information

Authors and Affiliations

  1. Department of Information Processing Science, University of Oulu, Rakentajantie 3, 90570, Oulu, Finland

    Donald Steiny

Authors
  1. Donald Steiny
    View author publications

    You can also search for this author in PubMed Google Scholar

Editor information

Harri Oinas-Kukkonen Per Hasle Marja Harjumaa Katarina Segerståhl Peter Øhrstrøm

Rights and permissions

Reprints and permissions

Copyright information

© 2008 Springer-Verlag Berlin Heidelberg

About this paper

Cite this paper

Steiny, D. (2008). Network Awareness, Social Context and Persuasion. In: Oinas-Kukkonen, H., Hasle, P., Harjumaa, M., Segerståhl, K., Øhrstrøm, P. (eds) Persuasive Technology. PERSUASIVE 2008. Lecture Notes in Computer Science, vol 5033. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-540-68504-3_6

Download citation

  • DOI: https://doi.org/10.1007/978-3-540-68504-3_6

  • Publisher Name: Springer, Berlin, Heidelberg

  • Print ISBN: 978-3-540-68500-5

  • Online ISBN: 978-3-540-68504-3

  • eBook Packages: Computer ScienceComputer Science (R0)

Publish with us

Policies and ethics

Search

Navigation