Network Homogeneity and Social Media Use

As a Researcher in this project, my role encompassed designing the study's methodology, conducting a longitudinal data analysis using the Digital Future Survey, and interpreting the effects of various social media uses on homogeneous network ties. I led the data coding, thematic analysis, and statistical modeling to unravel the nuances of social media's role in reinforcing relationships with similar others.

This study delves into how social media platforms, as avenues for diverse interactions, contribute to network homogeneity. It addresses the complexities of different types of interactions facilitated by social media—such as gaining insights into oneself or others, seeking social support, or pursuing entertainment—and their subsequent influence on social ties that are homogeneous in nature.

The design is longitudinal, analyzing ten years of survey data to observe trends and changes in social media use and the homogeneity of networks. The study is guided by Uses and Gratifications Theory (UGT) and Homophily Theory to frame the research questions and hypotheses.

The data is sourced from the 2008-2018 Digital Future Survey conducted by the USC Annenberg School Center for the Digital Future. It encapsulates a decade's worth of user responses about their social media use and the nature of their social networks.

A multilevel regression analysis evaluates the relationship between the differentiated purposes of social media use and the degree of network homogeneity, while controlling for demographic and internet use variables.

The findings inform potential strategies for managing social media's impact on network homogeneity. The study synthesizes a decade's worth of evolution in social media use with changing patterns in user networks.

The study culminated in a detailed report that encapsulates the ten-year trends in social media usage and its implications for homogeneous networks. The report articulates the nuanced relationships between different types of social media interactions and the structure of users' social networks.

This project underscores the evolving nature of social media's role in shaping our social networks. It reveals that while social media has facilitated broader connections, it also reinforces ties within homogeneous groups. The study's longitudinal approach offers valuable insights into how digital interactions mold real-world social structures over time. The extensive use of statistical and network analysis tools, such as R, has allowed for an in-depth understanding of these dynamics. However, considering the rapid changes in social media platforms and user behavior, ongoing research is necessary to stay abreast of these trends and their long-term societal impacts. The research also opens doors for further studies into the differential impacts of social media across diverse demographic segments.