Breaking Social Network Analysis in Organizational and Interpersonal Communication

Abstract

Often we hear that human beings are social creatures who interact with one another. In organizations, employees communicate with one another using both formal and informal networks, but top management are unable to observe and manage these networks. This chapter addresses how social network analysis theory and computational social science can be combined to visualize and map out the relationship structures. The chapter seeks to address how the theory, which is commonly associated with mathematics and sociology disciplines can be used in communication since the research is hardly visible. It breaks down some aspects of the theory and describes another two theories that have developed from it. Finally, for illustration, the chapter applied R Studio software to compute the social structures within a media organization and help realize the benefit of theory in knowledge sharing and employee synergy.