Social Networks

Abstract

Abstract A social network perspective on health communication emphasizes the relational characteristic of health communication and health behavior. The relevancy of this relational perspective is most evident regarding communicable diseases such as infections. However, empirical evidence shows that the same social structures and dynamics are of relevance for physical activity, substance use, mental well‐being, and most other health‐related issues. Even though these behaviors are not contagious in a biological sense, they are transmitted by the means of various forms of communication. Social networks are defined as a set of nodes and their relations (ties). With respect to health communication, the most important social networks encompass people and their communicative actions. But also healthcare organisations and their information exchange can be studied as a social network. Hence, social networks are by no means limited to online networks. Among the most important insight of network analytical studies is the distinction of social selection and influence processes. An increasing body of literature suggests that the selection of similar others may have a stronger effect on the network structure than social influence processes. This means that the similarity of health behavior within a social group (for example, social norms regarding substance use) is caused by the creation of friendship ties among like‐minded persons and is less the result of a diffusion process by opinion leaders and peer influence. Such insights not only help to understand the relational nature of health behavior but are crucial to inform (communicative) intervention strategies.