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Social Physics: How Social Networks Can Make Us Smarter
Download PDF Social Physics: How Social Networks Can Make Us Smarter
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From one of the world’s leading data scientists, a landmark tour of the new science of idea flow, offering revolutionary insights into the mysteries of collective intelligence and social influence If the Big Data revolution has a presiding genius, it is MIT’s Alex “Sandy” Pentland. Over years of groundbreaking experiments, he has distilled remarkable discoveries significant enough to become the bedrock of a whole new scientific field: social physics. Humans have more in common with bees than we like to admit: We’re social creatures first and foremost. Our most important habits of action—and most basic notions of common sense—are wired into us through our coordination in social groups. Social physics is about idea flow, the way human social networks spread ideas and transform those ideas into behaviors. Thanks to the millions of digital bread crumbs people leave behind via smartphones, GPS devices, and the Internet, the amount of new information we have about human activity is truly profound. Until now, sociologists have depended on limited data sets and surveys that tell us how people say they think and behave, rather than what they actually do. As a result, we’ve been stuck with the same stale social structures—classes, markets—and a focus on individual actors, data snapshots, and steady states. Pentland shows that, in fact, humans respond much more powerfully to social incentives that involve rewarding others and strengthening the ties that bind than incentives that involve only their own economic self-interest. Pentland and his teams have found that they can study patterns of information exchange in a social network without any knowledge of the actual content of the information and predict with stunning accuracy how productive and effective that network is, whether it’s a business or an entire city. We can maximize a group’s collective intelligence to improve performance and use social incentives to create new organizations and guide them through disruptive change in a way that maximizes the good. At every level of interaction, from small groups to large cities, social networks can be tuned to increase exploration and engagement, thus vastly improving idea flow. Social Physics will change the way we think about how we learn and how our social groups work—and can be made to work better, at every level of society. Pentland leads readers to the edge of the most important revolution in the study of social behavior in a generation, an entirely new way to look at life itself.
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Product details
Paperback: 320 pages
Publisher: Penguin Books; Reissue edition (January 27, 2015)
Language: English
ISBN-10: 0143126334
ISBN-13: 978-0143126331
Product Dimensions:
5.3 x 0.7 x 8 inches
Shipping Weight: 6.4 ounces (View shipping rates and policies)
Average Customer Review:
4.0 out of 5 stars
110 customer reviews
Amazon Best Sellers Rank:
#132,976 in Books (See Top 100 in Books)
This very well written book contains great ideas that not only are interesting in theory, but very promising if applied to society, as the experiments the author and his team seem to demonstrate. However, this book has a huge problem: it reduces a big picture to the authors particular research, not giving credit nor connecting with multiple different approaches to the same problems. A naïve reader will get the impression that the author and his team are the pioneers or, at minimal, the leading researchers, of several fields such as cultural analytics, memetics, ideas spread, social networks, open data legislation, mathematics of cooperation and collective intelligence.As another commentator put it, the book feels like an academic resumé, and I'd add it also feels like a brochure for the companies the author has found (along with his students). This academic nepotism is bluntly paradoxical, being a book about cooperation, ideas flow, social intelligence and the importance of diversity and exploration of external ideas.It feels sad to give 3 stars to a book that has great contents, but it would be very easy for the author to have expanded the already interesting ideas, connecting them with the work of many other great thinkers and well stablished approaches; the book would gain so much.
I liked the concepts and ideas presented. This is an exciting field. Unfortunately, this book doesn't provide the detail necessary for those of us wanting to become practitioners or apply this emerging science. Pentland mentions "research done" but does not spend time detailing the research that has gone into the concepts presented. (Surely the research is mixed, having some contradictory findings.) We are left to trust that the work has been doneIts a broad, non-academic introduction, and at times almost comes across an infomercial, an opportunity for the author to tout his many start-ups. That's OK if you want to hire Pentland or MIT, but if you're looking for a thorough introduction to the field, I'm afraid you'll have to look elsewhere.
Social Physics is a field that seems to be emerging with the growth of big data and the smart phone revolution. The author Alex Pentland is a leader in the field of big data and discusses the ideas of social influence and idea generation from the new lense the author has pioneered. The author discusses some of the quantitative experiments he and his students have engaged in to give credence to this new field as well as then try to discuss what he believes the future holds for both the field as well as the world if we incorporate the ideas of social physics.The book is split into four parts. The first starts by discussing how ideas are generated and how we can improve our decision making. The author discusses his ideas about the flow of ideas and the need to learn from others but be weary of ideas which echo one another too much. He uses real world examples from trading site etoro to discuss the benefits of idea sharing but the dangers of too much idea overlap. The author discusses how habits and ideas are developed using results from behavioural science and tries to distinguish between the ways in which we are influenced and how social pressures can strongly influence us. The author then moves on to the second part named idea machines. The author discusses how the way we interact with one another have strong influence on productivity and creativity and that group dynamics are more important than individual intelligence. The author constantly sites experiments he and his students have done to reinforce these hypothesis put forward. The author discusses how incentivizing people to be engaged in their social networks can help adapt to change and make us more robust to the unexpected situations we will face. The author then moves on to the hypothetical potentials he sees for the future. He thinks about the ways in which smart cities will have the right mix of idea sharing but not too much exploration which increase crime as people lose familiarity and interaction which leads to loss of trust. He discusses ways in which sociometric devices will prepare us to better weather epidemics and inequality. The author then moves on to the future with a society in which people have access to large amounts of data about society at large. He discusses the need for privacy standards but with those in place, the utility of big data. The author addresses some relatively untied concepts like free will and how social influence and free will are distinct ideas but tries to reinforce that this new field of social physics can facilitate more egalitarian society with greater human potential and greater economic efficiency.Social physics is interesting and the ideas make sense. Idea generation as being a consequence of recombining old ideas and therefore immersion to various independent ideas is a productive exercise for the individual is not this authors idea, it was discussed a long time ago in economics. There is a lot of self promotion and the conclusiveness of the author's work must be taken with a grain of salt. That being said, the ideas are definitely interesting and important food for thought, i think there is much that is beneficial about the path the author is focused on and the solution his group used in the DARPA challenge presented in the book was ingenious (though a little bit contrary to a conclusion claimed earlier that economic incentives are not effective relative to social influence ones, i encourage the review reader to read the book so that this commentary makes more sense!). All in all I recommend this and it is a look into a potential future that might be soon upon us.
What I (author: Alex Pentland) have learned from these experiences is that many of the traditional ideas we have about ourselves and how society works are wrong. It is not simply the brightest who have the best ideas; it is those who are best at harvesting ideas from others. It is not only the determined who drive change; it is those who must fully engage with like-minded people. And it is not wealth or prestige that motivates the people; it is respect and help from peers.So how do we internalize new ideas and turn them into habitual behavior? Through social physics.Social Physics is the qualitative social science that describes reliable, mathematical connections between information and idea flow on the one hand and people’s behavior on the other. Social physics helps us understand how ideas flow from one person to another through the mechanism of social learning and how this flow of ideas ends up shaping the norms, productibvity, and creative output of companies, cities, and societies.Mr. Pentland makes a cogent argument that our ability to survive and prosper is due to social learning and social influence at least as much as it is due to individual rationality. His research shows that people’s desires and their decisions about how to act are often, and perhaps typically, dominated by social network effects.
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