The University of Southampton
Courses

UOSM2012 Online Social Networks

Module Overview

This module aims to develop understanding of the emergent interdisciplinary area of online social network analysis by drawing upon technological, social, network science and organisational perspectives.

Aims and Objectives

Module Aims

To develop understanding of the emergent interdisciplinary area of online social network analysis by drawing upon technological, social, network science and organisational perspectives.

Learning Outcomes

Knowledge and Understanding

Having successfully completed this module, you will be able to demonstrate knowledge and understanding of:

  • Online social networks in a holistic manner, including the technological, social, network science, web science and organisational dimensions
Subject Specific Intellectual and Research Skills

Having successfully completed this module you will be able to:

  • Evaluate key technological and social mechanisms of online social networking and network structures
Transferable and Generic Skills

Having successfully completed this module you will be able to:

  • Analyse the impact of online social networks on your own lives, society and business

Syllabus

Data storage, network structures, network analysis, graph theory, game theory, network dynamics, power and influence, trust, privacy, personal branding, business development, social semantics, digital literacy. Network concepts: what is a network, real-world examples (e.g. Arab spring, Facebook). Face to face VS online social interaction. Social themes: clique communities, fads, affiliations with organisations and brands. A multi-disciplinary history: social network analysis (the strength of weak ties, Ego-networks (one person and his direct social context), Social physics (small-worlds, preferential attachment and other models). Software for data mining and analysis. Visualisation algorithms. Intuitive structural interpretation.

Learning and Teaching

Teaching and learning methods

Lectures, online peer interaction, online collaboration and project management. How is this module innovative in delivery? A blended approach is taken with face to face sessions interspersed by tutor-supported online groupwork, tutor and peer feedback to encourage and formalise critical reflection on progress through the module.

TypeHours
Revision26
Lecture18
Wider reading or practice25
Completion of assessment task25
Practical classes and workshops6
Preparation for scheduled sessions25
Follow-up work25
Total study time150

Resources & Reading list

Easley, D., and Kleinberg, J. (2010). Networks, Crowds and Markets: Reasoning About a Highly Connected World. 

Burt, R.S. (2007). Brokerage and Closure: An Introduction to Social Capital. 

Rainie, L.R. and B. Wellman (2012). Networked: The New Social Operating System. 

Newman, M.E.J. (2010). Networks: An Introduction. 

Lin, N. (2002). Social Capital: A Theory of Social Structure and Action. 

Mayfield, A. (2010). Me and My Web Shadow: How to Manage Your Reputation Online. 

Godin, S. (2010). Linchpin: Are You Indispensable?. 

Scott, J., & Carrington, P.J. (2011). The SAGE Handbook of Social Network Analysis. 

Assessment

Formative

Combined assessment methods

Summative

MethodPercentage contribution
Examination  (1 hours) 60%
Group Coursework  (500 words) 40%

Repeat

MethodPercentage contribution
Report  (2000 words) 100%

Referral

MethodPercentage contribution
Examination  (1 hours) 100%

Repeat Information

Repeat type: Internal & External

Costs

Costs associated with this module

Students are responsible for meeting the cost of essential textbooks, and of producing such essays, assignments, laboratory reports and dissertations as are required to fulfil the academic requirements for each programme of study.

In addition to this, students registered for this module typically also have to pay for:

Textbooks

Recommended texts for this module may be available in limited supply in the University Library and students may wish to purchase the core/recommended text as appropriate.

Please also ensure you read the section on additional costs in the University’s Fees, Charges and Expenses Regulations in the University Calendar available at www.calendar.soton.ac.uk.

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