This is referred to as the “homophily principle.” In general, the more homogenous two individuals are, the higher the probability of a strong tie between them. The formation of a strong tie between two network members is more likely in case of homogeneity with respect to norms, values, important beliefs, socioeconomic status, and demographic characteristics. In 1973, Granovetter defined the strength of ties as “a (probably linear) combination of the amount of time invested, the emotional intensity and intimacy (mutual confiding), and the reciprocal services which characterize the tie.” Thus, close relatives and friendship relations can be regarded as strong ties. Ties may vary in strength, depending on the frequency of use and on the degree to which a tie is used for multiple message contents (also called “multiplexity”). It is the dyadic link of interpersonal communication between two individuals. The communication link or tie is the basic unit of each communication network. Together, these “communication links” constitute a network of direct and indirect ties between people. Basically, such a network indicates who communicates with whom. The pattern of all such communication ties is called a communication network or social network. Some of them communicate with each other, whereas others do not. The social context of a person, group, or community can be conceived as an aggregation of individuals. Weenig, in Encyclopedia of Applied Psychology, 2004 2 Social Networks
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