knowing what we know an ethnographer looks at sna john mccreery sunbelt, march 2012 an ethnographer...

Knowing What We KnowKnowing What We Know

An Ethnographer Looks at SNA

John McCreerySunbelt, March 2012

An Ethnographer Looks at SNA

John McCreerySunbelt, March 2012

The GoalThe Goal

•To better understand the relationship between social network analysis (SNA) and historical and ethnographic research (HER)

•To better understand the relationship between social network analysis (SNA) and historical and ethnographic research (HER)

A Work in ProgressA Work in ProgressArchival

Data

SNA

Desk Researc

h

Interviews

Credits from the Tokyo Copywriters Club Advertising Credits from the Tokyo Copywriters Club Advertising Copy Annual (1981, 1986, 1991, 1996, 2001, 2006), Copy Annual (1981, 1986, 1991, 1996, 2001, 2006), manually entered into a Filemaker Pro Databasemanually entered into a Filemaker Pro Database

The starting point is a set of six 2-mode multiple The starting point is a set of six 2-mode multiple edge affiliation networks that contain a total of 7018 edge affiliation networks that contain a total of 7018 creators connected by 27, 314 roles to 3,634 award-creators connected by 27, 314 roles to 3,634 award-winning ads, analyzed using Pajekwinning ads, analyzed using Pajek

Many of the high-centrality creators are authors or Many of the high-centrality creators are authors or frequently interviewed in a large and active trade frequently interviewed in a large and active trade press—several hundred pages per month of press—several hundred pages per month of coverage in monthly magazines, numerous new coverage in monthly magazines, numerous new books each year, and now Websites and blogs as books each year, and now Websites and blogs as well.well.Interviews with high-centrality creators using results Interviews with high-centrality creators using results of SNA and Desk Research as stimulus materialof SNA and Desk Research as stimulus material

Super Network 81-06 p-Core Distribution

Super Network 81-06 p-Core Distribution

Arithmetic mean: 2.3027Median: 1.0000Standard deviation: 3.1723 2.5% Quantile: 1.0000 5.0% Quantile: 1.000095.0% Quantile: 7.000097.5% Quantile: 10.0000

Vector Values Frequency Freq% CumFreq CumFreq%---------------------------------------------------------------------------------------------------- ( ... 0.000] 28 0.3990 28 0.3990 ( 0.000 ... 8.778] 6752 96.2097 6780 96.6087 ( 8.778 ... 17.556] 193 2.7501 6973 99.3588 ( 17.556 ... 26.333] 33 0.4702 7006 99.8290 ( 26.333 ... 35.111] 6 0.0855 7012 99.9145 ( 35.111 ... 43.889] 1 0.0142 7013 99.9288 ( 43.889 ... 52.667] 1 0.0142 7014 99.9430 ( 52.667 ... 61.444] 2 0.0285 7016 99.9715 ( 61.444 ... 70.222] 0 0.0000 7016 99.9715 ( 70.222 ... 79.000] 2 0.0285 7018 100.0000---------------------------------------------------------------------------------------------------- Total 7018 100.0000

Produced by combining six 2-mode networks, simplifying the result, projecting the 1-mode creators network in which line values are the numbers of projects on whichpairs of creators have both worked, and then performing p-Core analysis. (See Appendix 1 for details).

The Super Stars (0.064%)The Super Stars (0.064%)

Subnetwork of top 45 vertices. Extracted from partition based on p-Core Vector

The Super Super Stars(But what does HER see?)

The Super Super Stars(But what does HER see?)

The Ethnographer’s Eye(The circles indicate where my eye turns)The Ethnographer’s Eye(The circles indicate where my eye turns)

Akiyama Sho (1936) Akiyama Sho (1936) Light PublicityLight Publicity

Nakahata Nakahata Takahashi (1947) Takahashi (1947)

SasakiSasakiTeamTeam

TugboatTugboat

Maki Jun (1948)Maki Jun (1948)

Itoi Shigesato (1948)Itoi Shigesato (1948)

Miyazaki GroupMiyazaki Group

Iwasaki Shunichi (1947)Iwasaki Shunichi (1947)

Sasaki Hiroshi (1954)Sasaki Hiroshi (1954)

Oka Yasumichi (1956) Oka Yasumichi (1956) Tada Taku (1963) Tada Taku (1963)

Miyazaki Susumu (1944)Miyazaki Susumu (1944)Okada Naoya (1955)Okada Naoya (1955)

Ohnuki Takuya (1958)Ohnuki Takuya (1958)Taniyama Masakazu (1961)Taniyama Masakazu (1961)

Founders GenerationFounders Generation

Akiyama Sho (1936)Akiyama Sho (1936)Light PublicityLight Publicity

NakahataNakahataTakahashi (1947)Takahashi (1947)


TugboatTugboat


Itoi ShigesatoItoi Shigesato




Oka Yasumichi (1956) Oka Yasumichi (1956) Taku (1963) Tada Taku (1963) Tada



Akiyama Sho(Autobiographical Statement Found

Online)

Akiyama Sho(Autobiographical Statement Found

Online)

• Born in Tokyo in 1936, he graduated from the Born in Tokyo in 1936, he graduated from the Rikkyo University Faculty of Economics in Rikkyo University Faculty of Economics in 1958, and joined the Kodansha advertising 1958, and joined the Kodansha advertising department the same year. He joined Light department the same year. He joined Light Publicity Ltd. in 1964, and he is currently Publicity Ltd. in 1964, and he is currently president of that firm. His work involves president of that firm. His work involves advertising production, including both advertising production, including both graphic and film direction, and copywriting. graphic and film direction, and copywriting. He cherishes the words of Takashi Nakahata, He cherishes the words of Takashi Nakahata, "The bullet has a beautiful form because it "The bullet has a beautiful form because it speeds to its target." speeds to its target."

The Copywriter Boom(“Hitmen” as celebrities)

The Copywriter Boom(“Hitmen” as celebrities)

Akiyama Sho (1936) (1936) Akiyama Sho (1936) (1936) Light PublicityLight Publicity

NakahataNakahataTakahashi Takahashi

(1947)(1947)


TugboatTugboat






Oka Yasumichi (1956) Oka Yasumichi (1956) Taku (1963) Tada Taku (1963) Tada



The Miyazaki Group(Once they were the brightest stars)The Miyazaki Group

(Once they were the brightest stars)




TugboatTugboat







Miyazaki Susumu (1944)Miyazaki Susumu (1944)Okada Naoya (1955)Okada Naoya (1955)Ohnuki Takuya (1958)Ohnuki Takuya (1958)Taniyama Masakazu (1961)Taniyama Masakazu (1961)

The Sasaki Team(Dominant in the Late 1990s)

The Sasaki Team(Dominant in the Late 1990s)




TugboatTugboat






Oka Yasumichi (1956) Oka Yasumichi (1956) Tada Taku (1963)Tada Taku (1963)



Tugboat(The Rebel Angels)

Tugboat(The Rebel Angels)




TugboatTugboat









Lessons LearnedLessons Learned

Time Matters(It Really Does)

Time Matters(It Really Does)

• Age MattersMost super stars have had long successful careers. Except for the occasional supernova—Tada Taku, who burst on the scene with an unprecedented triple Grand Prix is an example, Itoi Shigesato was another — it takes time to become a super star.

• Sampling MattersTo appear in our network, our stars’ glory days had to have been within the years our sample spans (1981-2006). Many historically famous names do not appear because their glory days were in the 1960s and 70s.

• Age MattersMost super stars have had long successful careers. Except for the occasional supernova—Tada Taku, who burst on the scene with an unprecedented triple Grand Prix is an example, Itoi Shigesato was another — it takes time to become a super star.

• Sampling MattersTo appear in our network, our stars’ glory days had to have been within the years our sample spans (1981-2006). Many historically famous names do not appear because their glory days were in the 1960s and 70s.

Two SurprisesTwo Surprises

Who is this?(The SNA Surprise)Who is this?(The SNA Surprise)




TugboatTugboat









What are we not seeing here?

(The HER Surprise)

What are we not seeing here?

(The HER Surprise)

A Special RelationshipA Special Relationship

Sasaki Hiroshi Sasaki Hiroshi

Anzai ToshioAnzai Toshio

そうだ京都、いこうThat’s It, Kyoto. Let’s go. そうだ京都、いこう

That’s It, Kyoto. Let’s go.

•One of the most successful and longest-running campaigns in Japan’s advertising history.

•Sasaki and Anzai worked together on this campaign. Sasaki was younger and a copywriter, Anzai older and a CM planner.

•Anzai tells me a story about this collaboration...

•One of the most successful and longest-running campaigns in Japan’s advertising history.

•Sasaki and Anzai worked together on this campaign. Sasaki was younger and a copywriter, Anzai older and a CM planner.

•Anzai tells me a story about this collaboration...

In ConclusionIn Conclusion• SNA makes it possible to focus quickly and precisely on key

players in a network too large to grasp with the naked eye alone.

• SNA can surprise us, identifying key players who were off our radar, Iwasaki Shunichi (1947), for example.

• Historical and ethnographic research (HER) adds depth to our understanding of important relationships and reminds us that time matters when examining archival data.

• HER can also surprise us, by identifying relationships that may not seem so important in purely SNA terms but may be very important, indeed, in how the actors we study perceive their networks.*

• SNA makes it possible to focus quickly and precisely on key players in a network too large to grasp with the naked eye alone.

• SNA can surprise us, identifying key players who were off our radar, Iwasaki Shunichi (1947), for example.

• Historical and ethnographic research (HER) adds depth to our understanding of important relationships and reminds us that time matters when examining archival data.

• HER can also surprise us, by identifying relationships that may not seem so important in purely SNA terms but may be very important, indeed, in how the actors we study perceive their networks.*

Thank YouThank You

AppendicesAppendices

Appendix 1How the Subnetwork was

Selected

Appendix 1How the Subnetwork was

Selected

• Combine six primary networks into one super network

• Simplify super network

• Net>Transform>Remove>Multiple Lines>Single Line

• Project 1-mode creator network

• Net>Transform>2-Mode to 1-Mode>Rows

• p-Core analysis

• Net>Vector>PCore>Max>All

• Extract top p-cores

• Vector>Make Partition>By Intervals>Selected Thresholds>#10

• Operations>Extract from Network>Partition>4-10

• Combine six primary networks into one super network

• Simplify super network

• Net>Transform>Remove>Multiple Lines>Single Line

• Project 1-mode creator network

• Net>Transform>2-Mode to 1-Mode>Rows

• p-Core analysis

• Net>Vector>PCore>Max>All

• Extract top p-cores

• Vector>Make Partition>By Intervals>Selected Thresholds>#10

• Operations>Extract from Network>Partition>4-10

Appendix 2p-Core 81-06 (3-*), Top 238

Appendix 2p-Core 81-06 (3-*), Top 238

Rank Creator Rank Creator Rank Creator Rank Creator Rank Creator

1 Soe903 51 Ter536 101 Kit214 151 Saw8 201 Ooy1250

2 Nak190 52 Kan821 102 Tsu1919 152 Tan924 202 Hor6938

3 Aki264 53 Yok747 103 Ood1258 153 Tak7009 203 Mae749

4 Hos265 54 Wat1242 104 Azu155 154 Yon37 204 Yas923

5 Yos6391 55 Ish680 105 Izu5654 155 Sai36 205 Tsu1397

6 Yas268 56 Mun763 106 Oka1165 156 Nak593 206 Ino1182

7 Ina8015 57 Abu5717 107 Miy267 157 Kaw3317 207 Kom1289

8 Mun401 58 Mor1489 108 Aso467 158 Ino629 208 Ish370

9 Mak65 59 Miy1417 109 Mae6378 159 Koi6345 209 Sak1848

10 Oku6805 60 Sat1271 110 Shi137 160 Tom392 210 Mar1152

11 Kiz1178 61 Tak3987 111 Yor136 161 Tak1713 211 Fuc3149

12 Tod695 62 Uch7027 112 Aiz134 162 Tam3147 212 Kam1244

13 And297 63 Mur6598 113 Yam129 163 Uts287 213 Iwa1714

14 Nis1181 64 Ima6400 114 Aso6376 164 Sek282 214 Nag1145

15 Asa4361 65 Tsu5836 115 Yam6495 165 Dom2 215 Yan1061

16 Ono79 66 Kur1998 116 Saw123 166 Nun1712 216 Ebi955

17 Sas3 67 Shi5571 117 Kam122 167 Kin481 217 Mat1248

18 Sug6917 68 Yan486 118 Uch7072 168 Yod68 218 Kon1153

19 Has6 69 Hir5682 119 Sek109 169 Tak6878 219 Nak1708

20 Tak1144 70 Kaz1985 120 Ues5603 170 Yag350 220 Har5921

21 Nak1 71 Yon1982 121 Sak1349 171 Kus755 221 Sus5778

22 Tan418 72 Uch1981 122 Fuk240 172 Sat1871 222 Nag658

23 Ito6226 73 Har600 123 Hyo305 173 Sig283 223 Kaj648

24 Iwa101 74 Hir688 124 Tak107 174 Nag88 224 Tom634

25 Sas1520 75 Suz1259 125 Shi935 175 Mat150 225 Wad7

26 Oot558 76 Kad641 126 Kar6970 176 Fuj76 226 Yam6828

27 Hos1888 77 Sai1735 127 Ued85 177 Sei3881 227 Ton2684

28 Fuk7576 78 Sek503 128 Has5607 178 Koj74 228 Mis3679

29 Hay725 79 Nak746 129 Nis1415 179 Nak39 229 Sek3678

30 Oon1719 80 Tor652 130 Shi5569 180 Kim7588 230 Ish2341

31 Miy952 81 Kan3450 131 Nom5568 181 Miu2992 231 Yos1189

32 Oka6907 82 Kai1940 132 Nag5567 182 Kas20 232 Meg6941

33 Ooh5602 83 Uru5732 133 Koj108 183 Yum5726 233 Ui

34 Tsu6310 84 Tak266 134 Nak686 184 Sat3041 234 Sak3030

35 Kas90 85 Fuk6515 135 Kaw304 185 Ish6781 235 Ook2334

36 Ino5617 86 Nak4941 136 Shi6949 186 Shu1257 236 Fuk2135

37 Tai6939 87 Sat261 137 Shi2316 187 Mat1148 237 Hig5566

38 Miz4 88 Tak6396 138 Sug5587 188 Oka5585 238 Sai8003

39 Ish98 89 Oot7867 139 Kaw54 189 Yos313

40 Anz1143 90 Ich674 140 Sak118 190 Kim462

41 Suz1207 91 Tak6990 141 Yan6924 191 Yam2642

42 Tan31 92 Kit1916 142 Jum193 192 Mur2641

43 Tad27 93 Ike444 143 Tak412 193 Saw5

44 Oka258 94 Yan231 144 Nak6594 194 Yok3148

45 Oka362 95 Mor230 145 Mae445 195 Oos113

46 Nak601 96 Mot202 146 Koi5578 196 Oga8143

47 Tan598 97 Kos962 147 Ato51 197 Kan5577

48 Kob7985 98 Ook5611 148 Fuj112 198 Yat590

49 Tak5570 99 Kad1282 149 Ish7872 199 Iku7327

50 Oka1889 100 Suz1281 150 Osa11 200 Yam344

knowing what we know an ethnographer looks at sna john mccreery sunbelt, march 2012 an ethnographer...

Documents

super network

original total network

pcore vector slide

stimulus material slide

mode creators network

results of sna

social network analysis

highcentrality creators