Digital Ethnography at Kansas State University

What it shows is that, as a function of the people a Facebook user actively communicate with, you are passively engaging with between 2 and 2.5 times more people in their network. I’m sure many people have had this feeling, but these data make this effect more transparent.

The stark contrast between reciprocal and passive networks shows the effect of technologies such as News Feed. If these people were required to talk on the phone to each other, we might see something like the reciprocal network, where everyone is connected to a small number of individuals. Moving to an environment where everyone is passively engaged with each other, some event, such as a new baby or engagement can propagate very quickly through this highly connected network.

All Friends: the largest representation of a person’s network is the set of all people they have verified as friends. Reciprocal Communication: as a measure of a sort of core network, we counted the number of people with whom a person had had reciprocal communications, or an active exchange of information between two parties. One-way Communication: the total set of people with whom a person has communicated. Maintained Relationships: to measure engagement, we took the set of people for whom a user had clicked on a News Feed story or visited their profile more than twice.