Summary: Ross Mayfield uses recent writtings of multiple authors (Shirky, Kottke, Winer, Gladwell, Patterson to name a few) to distinguish three sorts of weblogging networks (Political, Social, Creative) within which each weblogger nests. His summary makes clear that the dynamics of participation in each network are distinct.

Hopeful question: Can we use these descriptive dynamics in a prescriptive sense? If so, we could use these ideas to help weblogger's implement a strategic growth plan for their own networks, to help business network and interest group constructors to encourage and channel interactions ways that is most efficient and rewarding for each participant.

Distribution of Choice.

Readers and conversors of this weblog will find Clay Shirky's article Power-laws Weblogs and Inequality on topic and target.  It provides a good explanation of Power-laws and the preferential attatchment that drives them in blogspace.  But as posted last week in Repeal the Power-law -- 

• not all links are created equal, and
• conversational relationships are not scale-free.

If you weave these principles into the current Power-law thread it reveals a model for the Distribution of Choice.

Ross then quotes Shirky as he divides personal blogging ecosystems.

Clay offers three segments of blogs which can be mapped to Malcom Gladwell's numbers of 12 and 150 (I gave away my copy of the Tipping Point this weekend, so Im paraphrasing, but also see Robert Patterson's outline of the Tipping Point):

Ross then moves to center the analysis around the individual blogger and her/his motivations and blogging style.

But what are weblogs competing for? Matt Webb posits that power laws arise due to scarcity. Links themselves can't be scarce (a page can have as many links as it can hold without running out), but they are a measure of something that is: people...More specifically, the time that people have for visiting sites and linking to sites is limited.

Relationships take time.  A strong relationship requires a continuous investment in time to stay current.  Trust is built from this investment.  A weak relationship requires no continuity, an affinity where time costs are optional. 

A time investment is requirement for defining a relationship.  And according to Duncan Watts, as you start to ratchet up the requirements for what it means to know someone, connections diminish.  Which changes the distribution of the network.   The Distribution of Choice maps to three distinct networks, each optimized for a different time investment to realize relationships and each with a different distribution:

Each of the distinct networks has its own dynamics, its own purpose and those dynamics will depend, I believe, on the purpose and skills and energy of each weblogger.

Ross gives us the three networks. Political, Social, Creative

(1) Political Network

In a representative democracy, people are elected to carry the burden of political activities and decisions.  Our vote is our proxy of affinity.  A vote is not a strong tie and there is no personal relationship between the candidate and citizen.  The elected optimizes their activities to serve and appeal to a constituency.  Lots of babies get kissed, but few remembered aside from a generalized picture of how their future should be decided. 

So too in mass media.  A subscription is a vote and the media outlet serves an audience similar to a constituency.  Weak ties between the media hub and subscribing node allow the hub to scale.  So does the set of activities the hub engages in, by limiting the time committment to each subscriber through a more generalized service.  Hubs respond to changes in their subscription base, constantly polling trackbacked referrer log opinion, reframing their content to appeal to the ever-growing base.

The Political Network is based upon representative weak ties instantiated by a link.  A hub designs itself as an institution, optimizing the transaction costs of information flow for point-to-multipoint distribution and feedback.   This allows it to scale -- creating a Scale-Free Network, or Power-law distribution.

But within the Political Network each hub also has its own Social Network.  This Social Network of stronger ties has a lower transaction cost of passing information, and consequently, sways the activities and decisions of the hub with greater influence than the readership.

So why does this matter aside from graphing the egospace of blogging?   

The Network is the Market.  These distrubutions apply to commerce as network structure determines marketecture and have profound commercial implications. Tim Oren, a VC, points out how viable investments are "Diversity Businesses" that have a Political Network distribution:

...Now being bloody-minded by current vocation, I'd like to ask what kind of businesses result at various points on the curve. Particularly, can you get a venture style exit from them, that is, 'do they scale?'. It shouldn't take too much business insight to realize that the vast majority of positions on the curve, if viable at all, are the cyber equivalent of mom-and-pop shops. Cash flow positive, providing a decent living to the operators and some enjoyment to the customers. Their territory is defined by specialized interest rather than by geography. No exit for folks like me. At the top of the curve, you can get an exit, if you were one of the first comers and marketed like hell. This is where the type of accretion discussed in the research comes in. So maybe there was something to the 'first mover advantage' after all, but too few chairs when the music stopped. Game over...

(2) Social Network

The Social Network is based upon functional weak ties instantiated by an investment in time such as conversational inter-linked posts. An Social Nework is transactional by nature, with the means of establishing a relationship commoditized.  Close to the Law of 150 in scale, a time investment is made each node to be at least peripherally concious of the other nodes and the information flow between them.

One design challenge for social software is extending the capabilities of people to hold a higher number of meaningful conversations and cultivate relationships.  This is what Clay calls Blogging Classic, on steriods.  The capability to extend the time and space of relationships.

Similar to the network distribution of Photography e-commerce sites category in the NEC Paper, it deviates from the Power-law.

(3) Creative Network

The Creative Network is based upon functional strong ties with an active and continious time investment.  Instantiated by real world relationships with a firm foundation of trust with dense inter-linking.  This is the core of a person's network, serves as the basis for regular collaboration and production, leveraging the Strength of 12.  This Creative Network is an internal network, that feeds off of the external network (Social Network) for new ideas but is optimized to produce.

The requirements for a relationship of dense of interconnections are so high that what remains is a bell curve in distribution.

Next Steps

Taken together, the Political, Social and Creative Networks form an ecosystem in which people engage in the distribution of chosing relationships.  This is just a qualitative observation that needs to be tested with the Blogmap project, but hopefully it provides a useful framework.  But more than that, its a picture of blogspace that should help us value the different roles weblogs as communication tools play in our lives.

[Ross Mayfield's Weblog]

This qualitative division may give weblogger's some ideas about time and relationship management-- a metastrategy for all and distinct substrategies for each of the three types of networks.

Further, those that are designing weblog groups, wikis, etc. may build this understanding into the structure(s) and supported processes of their systems.