The Medici family became influential by strategically building strong relationships and positioning themselves at the center of a star-shaped network.
Different types of influence in networks include popularity, knowing powerful individuals, bridging or brokering connections, and diffusion, each with its own strengths and effectiveness depending on the desired outcome within a specific network.
Deep dives
The power of networks in complexity science
Networks play a crucial role in understanding complexity. They consist of interacting agents and can be found in various settings, such as friendship groups, workplaces, or online communities. The podcast introduces Matthew Jackson, an economics professor, who explores the influence and power dynamics within networks using the historical example of Cosmo Dimitichi in 15th-century Florence. The ruling power in Florence was determined by a consensus among different influential families. Despite not being the wealthiest family, the Medici family emerged as a powerhouse due to their extensive network connections. Through repeated business dealings and strategic marriages, they built strong relationships, positioning themselves at the center of a star-shaped network. This central position allowed them to broker information and favors, gaining power and ultimately becoming leaders.
Different types of influence in networks
The podcast discusses the concept of influence in networks, highlighting four different types: popularity, knowing powerful individuals, bridging or brokering connections, and diffusion. Popularity is based on the number of followers or fans and can be seen in high school cliques or social media. Knowing powerful individuals, like Bill Gates or Barack Obama, can provide influence and open doors. Bridging or brokering connections, as exemplified by the Medici family, is about holding a central position, where information, favors, and connections flow through. Diffusion centrality focuses on the ability to spread information to friends, friends-of-friends, and beyond, making it vital for viral campaigns or grassroots movements. Each type of influence has its strengths and effectiveness depending on the desired outcome within a specific network.
The importance of understanding network structure
Understanding the structure of a network is crucial for wielding influence effectively. The podcast shares a study on microfinance in rural Indian villages, which emphasizes the significance of diffusion centrality. Identifying well-connected individuals and leveraging their position in the network was essential for successfully spreading information about accessible loans. Diffusion centrality differs from other forms of influence, such as popularity or bridging, as it focuses on reaching beyond immediate connections and extending influence through a network. The takeaway is that influence strategies should consider the network structure and the specific goals to be achieved, as different types of influence have different impacts depending on the network dynamics.
A key part of complexity science is understanding the behaviour of networks. Networks are groups of interacting agents, and they're all around us; our friendship groups, our colleagues, and even interactions online are all examples of networks. But what role does influence and power play in these networks?
In today's episode, we're joined by Matthew Jackson, William D. Eberle Professor of Economics at Stanford University, and External Faculty of the Santa Fe Institute. Matthew is going to break down the key factors of a network, with an example from all the way back in the 1400s, featuring the Medici family. He'll explain how Cosimo de’ Medici used his network to wield power, and what about his network made it so successful.