vit_r (vit_r) wrote,

Networking: The Strength of Weak Ties

Granovetter (1973) argued that within a social network, weak ties are more powerful than strong ties. He explained that this was because information was far more likely to be “diffused” through weaker ties. He concluded that weak ties are “indispensable to individuals’ opportunities and to their incorporation into communities while strong ties breed local cohesion.”

Granovetter’s doctoral thesis demonstrated that most people landed jobs thanks to their weak ties and not their strong ones. It was the people that they did not know well, the ones with whom they did not have shared histories and did not see on a regular basis who were of most help. This is because people with strong ties generally share the same pieces of information and resources. Therefore they are of less help to one another.

Similarly, Granovetter identified absent ties (also called nodding ties) – those ties that lack the emotional intensity, time, intimacy and reciprocity to even qualify as weak ties. Someone living on the same street that you nod to everyday is an absent tie. An absent tie is someone that exists in your life but with whom you have no connection whatsoever. That person is not helpful in the way that a weak tie can be.

Granovetter, M. S. (1973) The strength of weak ties. American Journal of Psychology, 78 (6), pp. 1360-1380.

Social Networks And Group Formation
Theoretical Concepts to Leverage
by Shiv Singh
Tags: en, marketing, psychology, web
  • Comments for this post were locked by the author
  • Comments for this post were locked by the author