5.2. Social Obligations and Peer Influence

Now, what do they do, how they would collect these informations, and why do they need social networks?

In this chunk, the speaker focuses on why individuals need social networks to gather information. People often seek advice or knowledge from others when faced with uncertainty, like making purchase decisions or adopting new technologies. Social networks play a crucial role in providing diverse perspectives and insights.

Imagine you're considering buying a new smartphone. Instead of solely relying on advertisements, you ask friends and family what they think. Some might share their positive experiences, while others might point out flaws. This process helps you make a more informed decision.

So, in time 3, he expanded his network okay, he asked somebody they said use new ball pen, it is really good.

Here, the speaker explains how an individual can expand their network to gather more information. If someone does not know about a product (like a ballpoint pen), they can ask their friends, who might know someone with experience. This requires actively seeking out information from various sources.

Think of it as gathering reviews on a restaurant. You start by asking close friends, but as they might have different opinions, you begin to tap into their contacts or look up online reviews. This widening of the network helps you gain a broader understanding of the restaurant's quality.

So, it actually helps to provide faster information, sharing not only that is not only working as the learning, social learning through passing the information very fast but also it provides a kind of obligations, pressure, social pressure.

The speaker highlights how cohesive groups (like close friends, family, or colleagues) facilitate the quick sharing of information. In these groups, there is often a sense of social obligation, where individuals feel pressured to conform to the behaviors or practices of their peers. This can influence decisions significantly.

For instance, if all your friends start using reusable straws for environmental reasons, you might feel inclined to adopt this behavior too. The desire to fit in with your group encourages you to align your actions with theirs.

Granovetter; he is saying no actually, a direct networks they do not really work much, this actually give you redundant informations.

The speaker introduces the concept posed by sociologist Granovetter regarding 'weak ties' vs. 'strong ties.' Strong ties (close friends and family) may provide similar information, while weak ties (acquaintances or distant contacts) can offer new perspectives and information that isn’t available within one’s immediate circle. This diversity is crucial for informed decision-making.

Imagine you're looking for a job. Asking close friends may yield similar job leads, but reaching out to acquaintances or people you don’t know well might connect you to job opportunities that aren't widely advertised, expanding your potential options.

Here, we consider 3 kind of group or the source of information for people, one is the cohesive groups that depends on the degree and frequency of the tie or interactions.

This chunk explains how communities and groups form based on interaction frequency and the strength of ties between individuals. Communities with strong connections can quickly disseminate information, but those with a broader reach can facilitate innovation and access to varied knowledge.

Think of a neighborhood book club that meets regularly. The club not only helps its members share and discuss books but also encourages them to recommend different genres and authors that they might not discover otherwise, creating a richer reading experience.

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