Sociology: Article Analysis - Exploring Social Networks and Diffusion

This assignment analyzes two seminal sociology articles. The first article, by Coleman, Katz, and Menzel (1957), examines the diffusion of innovation among physicians, exploring the structure of social networks and how these networks influence doctors' decisions regarding the adoption of new drugs. The analysis considers whether the network is ego-centric or whole network, and how the amount of social connections affects the timing of a doctor's decision to use a new drug. The second article, by Milgram (1967), introduces the small-world problem and discusses the factors influencing social communication, particularly the role of social distance versus physical distance. The assignment also addresses practical applications, such as how a drug company might distribute a new prescription drug, and the impact of social media on the small-world problem.

Running head: SOCIOLOGY: ARTICLE ANALYSIS
SOCIOLOGY: ARTICLE ANALYSIS
Name of the student
Name of the university
Author Note

1SOCIOLOGY: ARTICLE ANALYSIS
Question 1
The particular article written by Coleman, Katz and Menzel (1957) talks about “whole network”
among the doctors and medical practitioners. The article has explicitly spoken about the definite
types of social media that only integrated among their colleagues only. The ties by which the
doctors were connected to each other were highly based on professional grounds and not
personal grounds. Most of them were advisors and discussion partners. However, the social
media networks had different layers and in the next layer, a friendship network flowed among
the doctors that tied them together to the medical community through their friendly and amicable
relations. By that time, social media structures had become much more “open” . The social
networking platforms, according to the article, have given the isolated doctors a community to
belong to. As human beings are social animals and try to recognize themselves to a particular
community or group, therefore, social networking platforms play a very important role in
materializing such desires or rather, instincts.
Question 2
The article depicts that socio-metric ties have helped the doctors to take medical decisions about
the availability and usability of drugs for their patients. The reasons for such action and reaction
can be deciphered as the age of modernization where social networking has become a part and
parcel of life of every professional. Apart from that, when judgment is not clear, social validation
becomes important for the professionals dealing with sensitive issues such as medicines and
education. The circulation of information of different kinds of drugs, its availability, credibility
and evolution throughout the time and market structure are important factors in a doctor’ s life.

2SOCIOLOGY: ARTICLE ANALYSIS
Therefore, it is well understood when he/she listens to another five or six doctors through social
media, thereby, determining their decisions.
Question 3
I would rather target the medical community than a broker for distributing a new prescription
drug quickly because social media networking platform will provide me with thousands of
different perspectives, approaches and opinions regarding the respective drug. Social networking
will connect me with doctors from different disciplines who would readily see the new
prescription drug, acknowledge it or give their valuable opinion regarding it.
Question 4
Small world problem is a speculated and a genuine problem that is seeping directly and
indirectly throughout the world. After the huge popularity of social media, the Harvard approach
of calculation shows that any two person taken randomly might as well have distant link between
each other either by their history of schooling, university days or social media history. However,
the problem is accelerated with social media as it connects unknown people from distant places
to each other within no time.
Question 5
According to the article of Milgram (1967) in social communication, social distance matters
more because social distance (social class, race, hierarchy) brings in with social taboos and
restrictions which highly affects social communication to a larger extent. Social distance is a
major factor of influence of social communication in the society.