Adoption and adaptation: A computational case study of the spread of Granovetter's weak ties hypothesis

Abstract

How do new scientific ideas diffuse? Computational studies reveal how network structures facilitate or obstruct diffusion; qualitative studies demonstrate that diffusion entails the continuous translation and transformation of ideas. This article bridges these computational and qualitative approaches to study diffusion as a complex process of continuous adaptation. As a case study, we analyze the spread of Granovetter's Strength of Weak Ties hypothesis, published in American Journal of Sociology in 1973. Through network analysis, topic modeling and a close reading of a diffusion network created using Web of Science data, we study how different communities in this network interpret and develop Granovetter's hypothesis in distinct ways. We further trace how these communities originate, merge and split, and examine how central scholars emerge as community leaders or brokers in the diffusion process.