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Main article: Interpersonal ties Weak-strong-ties.svg In 1962, while a freshman history major at Harvard, Mark Granovetter became enamored of the concepts underlying the classic chemistry lecture in which "weak" hydrogen bonds hold huge numbers of water molecules together, which themselves are held together by "strong" covalent bonds. This model was the stimulus behind his famous 1973 paper The Strength of Weak Ties, which is now considered a classic paper in sociology. Weak social bonds are believed to be responsible for the majority of the embeddedness and structure of social networks in society as well as the transmission of information through these networks. Specifically, more novel information flows to individuals through weak than through strong ties. Because our close friends tend to move in the same circles that we do, the information they receive overlaps considerably with what we already know. Acquaintances, by contrast, know people that we do not, and thus receive more novel information.[21] |
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