COM5506 - Social Network Analysis for Communication

Offering Academic Unit
Department of Media and Communication
Credit Units
Course Duration
One Semester
Course Offering Term*:
Semester B 2020/21

* The offering term is subject to change without prior notice
Course Aims

The course aims to help students develop “networking perspectives” that views entities of communication processes (e.g., communicators, audiences, media organizations, information messages, news events, regulatory agencies, etc.) as “network nodes” interconnected through direct or indirect, formal and informal, explicit or hidden ways. The course covers basic theories and research methods of social network analysis, with a variety of applications for communication purposes. Specific topics include human interactions over online friendship networks (e.g., Facebook, Google+, etc.), information diffusion through microblogging websites (e.g., Twitter, Weibo, etc.), cross-national flow of media content (news, entertainment, advertising, etc.), word of mouth and viral marketing, contagious models for health communication, and etc. Through individual exercises, group projects, class discussions, and other activities, students will learn how to design social network analysis studies, how to collect, integrate, analyse, and visualize social network data, and how to apply networking perspectives to solve real life issues in communication context.

Assessment (Indicative only, please check the detailed course information)

Continuous Assessment: 100%
Detailed Course Information


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Department of Media and Communication