Network Dynamics of Social Behavior from Coursera

How do revolutions emerge without anyone expecting them? How did social norms about same sex marriage change more rapidly than anyone anticipated? Why do some social innovations take off with relative ease, while others struggle for years without spreading? More generally, what are the forces that control the process of social evolution –from the fashions that we wear, to our beliefs about religious tolerance, to our ideas about the process of scientific discovery and the best ways to manage complex research organizations?

The social world is complex and full of surprises. Our experiences and intuitions about the social world as individuals are often quite different from the behaviors that we observe emerging in large societies. Even minor changes to the structure of a social network - changes that are unobservable to individuals within those networks - can lead to radical shifts in the spread of new ideas and behaviors through a population. These “invisible” mathematical properties of social networks have powerful implications for the ways that teams solve problems, the social norms that are likely to emerge, and even the very future of our society.

This course condenses the last decade of cutting-edge research on these topics into six modules. Each module provides an in-depth look at a particular research puzzle -with a focus on agent-based models and network theories of social change -and provides an interactive computational model for you try out and to use for making your own explorations!

Learning objectives - after this course, students will be able to...

- explain how computer models are used to study challenging social problems

- describe how networks are used to represent the structure of social relationships

- show how individual actions can lead to unintended collective behaviors

- provide concrete examples of how social networks can influence social change

- discuss how diffusion processes can explain the growth social movements, changes in cultural norms, and the success of team problem solving

What's inside

Syllabus

Course Introduction and Schelling's Segregation Model

This week will introduce students to agent-based modeling and social network theory. We will present one of the earliest and most famous agent-based models, Thomas Schelling’s model of segregation, which shows how segregation can emerge in a population even when people individually prefer diversity. This week will demonstrate this model both conceptually and with NetLogo, and illustrate how agent-based models can be used to demonstrate sufficient conditions for the emergence of social phenomena.

Diffusion in Small Worlds

This week will introduce students to social network theory and the “small worlds” paradox. We will introduce contagion models of diffusion, and discuss how network structure can impact the speed with which information spreads through a population. This week includes both high level conceptual overviews of social network theory, explaining how networks are used to represent complex social relationships, as well as technical descriptions of two basic types of networks.

Complex Contagions and the Weakness of Long Ties

This week will begin by discussing the limitations of simple disease-like models of social contagion, introducing the idea of “complex contagions” to model people’s frequent need for social reinforcement before spreading a piece of information or behavior. While simple contagions always spread faster as networks get smaller, this week will demonstrate the paradoxical nature of complex contagions, which can spread slower (or not at all!) in the smallest networks.

Emperor's Dilemma and the Spread of Unpopular Norms

How can behaviors become popular even when most people dislike them? This week will introduce a model based on the classic allegory by Hans Christian Anderson, “The Emperor’s New Clothes.” We will first provide a conceptual overview of the model, discussing the role of private versus public beliefs and the enforcement of social norms. We will then present this model in NetLogo, showing which conditions favor the spread of unpopular behaviors.

The Spontaneous Emergence of Conventions

This week will tackle another puzzle in social conventions: how can populations reach widely shared social conventions in the absence of any central organizing mechanism? We will begin by discussing classic explanations for the emergence of conventions, and why these explanations are insufficient to explain our social world. We will then discuss an agent-based model of conventions that builds on a model of local peer-to-peer coordination, and use NetLogo to show how local interactions can generate global convergence.

Problem Solving in Networks

How can you best organize a team to produce innovative solutions to complex problems? If people on the team can’t communicate, then they can’t share strategies, and won’t learn from each other’s success. But if they communicate too much, they’ll cluster around just a few ideas, and won’t explore the entire problem space. This week introduces an agent-based model of problem solving and shows how network structure can be used to navigate this classic exploration/exploitation trade-off.

Good to know

Know what's good

, what to watch for

, and possible dealbreakers

Explores how social phenomena emerge from individual actions, providing insights into complex social issues

Incorporates interactive computational models for hands-on exploration and understanding of social network dynamics

Taught by Damon Centola, an expert in the study of social dynamics and networks

Designed for learners interested in understanding social change and the impact of social networks

Requires familiarity with basic statistical concepts and an interest in the social sciences

May not provide sufficient depth for advanced researchers in the field of social dynamics

Reviews summary

Network dynamics of social behavior: opens new perspectives

Learners say Network Dynamics of Social Behavior is a great course that can change your perspective and thought-provoking, but the speed of a professor's speech in lectures may be too fast. It is a well-structured course with good instruction that serves as a solid introduction to Computational Modeling and Network Dynamics. There is a good balance of knowledge and analysis throughout the videos and lectures. The course changes the way you understand communication networks and makes for a smooth learning experience thanks to an intuitive interface and top-notch presentation quality.

Well-organized and easy-to-follow lectures

"A very good introduction to the social network analysis."

"Really well presented and easy to follow course - super fascinating too!"

"Very nice course. Important for all levels and specialties since it tackle modelling and link it to real life networking."

Professors are knowledgeable and engaging

"Great course, great instruction"

"Good introduction in computational modeling of social behavior using agents (NetLogo)."

"Extremely timely and well taught course."

Thought-provoking and eye-opening course

"An eye-opening course, well structured and with a good balance of knowledge and analysis."

"Congratulations. It is a very well structured course."

"This is one of the best courses I have taken on Coursera so far."

Speaking pace of one instructor may be too fast

"What attracted me from the very beginning was the fact that it is a fascinating subject in a highly topical area."

"I would have given it five stars, but I have to note that one of the professors speaks far too quickly."

Course may be challenging for some

"It was hard"

"Some of the concepts are difficult to grasp"

"I felt that the course could be better in terms of the tests/assignments which could have some basic problems to model."

Activities

Be better prepared before your course. Deepen your understanding during and after it. Supplement your coursework and achieve mastery of the topics covered in Network Dynamics of Social Behavior with these activities:

Compile and organize your course materials

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Compile and organize your course materials to improve your ability to review and retain the information.

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Gather all of your course materials (e.g., notes, handouts, readings)
Create a system for organizing your materials (e.g., folders, binders, digital files)
Review your materials regularly

Explore the NetLogo platform for agent-based modeling

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Explore the NetLogo platform to gain hands-on experience with agent-based modeling, which is used in the course.

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Install NetLogo on your computer
Go through the NetLogo tutorials
Build a simple agent-based model
Share your model with others

Read 'Connected: The Surprising Power of Our Social Networks and How They Shape Our Lives' by Nicholas A. Christakis and James H. Fowler

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This book provides a comprehensive overview of social network analysis and its applications in various fields, offering insights into the power of social networks and their impact on our lives.

View Connected: The Surprising Power of Our Social... on Amazon

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Read the book
Summarize the key concepts and findings from the book
Reflect on how the book has influenced your understanding of social networks

Four other activities

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Practice creating different kinds of networks

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Practice creating different kinds of networks to understand the concepts and structures covered in the course.

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Choose a network type (e.g., random, scale-free, small world)
Generate a network of a given size and density
Visualize the network
Analyze the network properties (e.g., degree distribution, clustering coefficient)

Attend a workshop on social network analysis

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Attend a workshop on social network analysis to learn about the tools and techniques used to analyze social networks.

Browse courses on Social Network Analysis

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Find a workshop that is relevant to your interests
Register for the workshop
Attend the workshop and participate in the activities
Apply what you have learned in the workshop to your own research or projects

Design a model to simulate the diffusion of a new social norm

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Design a model to simulate the diffusion of a new social norm to understand the factors that influence its spread.

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Define the social norm and the target population
Develop a set of rules that govern the spread of the norm
Simulate the model and analyze the results
Present your findings in a report or presentation

Volunteer with a local organization that uses social network analysis

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Volunteer with a local organization that uses social network analysis to gain practical experience in the field.

Browse courses on Social Network Analysis

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Find a local organization that uses social network analysis
Contact the organization and inquire about volunteer opportunities
Participate in the organization's activities and learn about their use of social network analysis
Reflect on your experience and how it has enhanced your understanding of social network analysis

Career center

Learners who complete Network Dynamics of Social Behavior will develop knowledge and skills that may be useful to these careers:

Computational Social Scientist

A Computational Social Scientist designs and carries out computer simulations to better understand social phenomena. This role also involves building mathematical models to describe social systems and analyzing data to identify trends and patterns. Those who wish to work in this field should take this course because it would teach them how to use computer models to study social systems, which is a key skill for Computational Social Scientists. The course also provides an in-depth look at how networks are used to represent the structure of social relationships, which is another important concept for understanding social phenomena.

See salaries and explore the career path for Computational Social Scientist

Operations Research Analyst

An Operations Research Analyst uses mathematical and analytical techniques to improve the efficiency and effectiveness of organizations. Operations Research Analysts use their skills in mathematics, statistics, and computer science to develop and implement solutions to business problems. This course may be useful for Operations Research Analysts because it provides an understanding of how networks are used to represent the structure of social relationships and how individual actions can lead to unintended collective behaviors.

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Data Analyst

A Data Analyst collects, analyzes, interprets, and presents data to help organizations make informed decisions. Data Analysts use their skills in statistics, mathematics, and computer science to uncover insights from data. This course may be useful for Data Analysts because it provides an understanding of how networks are used to represent the structure of social relationships and how individual actions can lead to unintended collective behaviors.

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Market Researcher

A Market Researcher conducts research to understand consumer behavior and market trends. This course may be useful for Market Researchers as it provides an insight into how social networks can influence consumer behavior and social change.

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Public Relations Specialist

A Public Relations Specialist manages the public image of organizations and individuals. This course may be useful for Public Relations Specialists because it provides an understanding of how networks are used to represent the structure of social relationships and how individual actions can lead to unintended collective behaviors.

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Social Media Manager

A Social Media Manager develops and executes social media strategies for organizations and individuals. This course may be useful for Social Media Managers because it provides an understanding of how networks are used to represent the structure of social relationships and how individual actions can lead to unintended collective behaviors.

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Entrepreneur

An Entrepreneur starts and runs their own business. This course may be useful for Entrepreneurs because it provides an understanding of how networks are used to represent the structure of social relationships and how individual actions can lead to unintended collective behaviors.

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Management Consultant

A Management Consultant advises organizations on how to improve their performance. This course may be useful for Management Consultants because it provides an understanding of how networks are used to represent the structure of social relationships and how individual actions can lead to unintended collective behaviors.

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Researcher

A Researcher conducts research in a particular field. This course may be useful for Researchers because it provides an understanding of how networks are used to represent the structure of social relationships and how individual actions can lead to unintended collective behaviors.

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Community Organizer

A Community Organizer works to improve the lives of people in a community. This course may be useful for Community Organizers because it provides an understanding of how networks are used to represent the structure of social relationships and how individual actions can lead to unintended collective behaviors.

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Nonprofit Manager

A Nonprofit Manager oversees the operations of a nonprofit organization. This course may be useful for Nonprofit Managers because it provides an understanding of how networks are used to represent the structure of social relationships and how individual actions can lead to unintended collective behaviors.

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Event Planner

An Event Planner plans and coordinates events for organizations and individuals. This course may be useful for Event Planners because it provides an understanding of how networks are used to represent the structure of social relationships and how individual actions can lead to unintended collective behaviors.

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Writer

A Writer writes books, articles, or other works of fiction or nonfiction. This course may be useful for Writers because it provides an understanding of how networks are used to represent the structure of social relationships and how individual actions can lead to unintended collective behaviors.

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Professor

A Professor teaches and conducts research at a college or university. This course may be useful for Professors because it provides an understanding of how networks are used to represent the structure of social relationships and how individual actions can lead to unintended collective behaviors.

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Policy Analyst

A Policy Analyst researches and analyzes public policy issues. This course may be useful for Policy Analysts because it provides an understanding of how networks are used to represent the structure of social relationships and how individual actions can lead to unintended collective behaviors.

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