Socionomy:The Social Physic of the Social Media

Asher Idan, Ph.D Tel Aviv University and Bar Ilan University dridan@gmail.com

Chapter 1: Introduction The social networks have changed the social sciences forever. The social networks make to sociology, what the telescope did to astrology. 400 years ago, we moved from astrology to astronomy. Now we are moving from sociology to socionomy (or Collectonomy). Social networks are, at the same time, an experiment and an observation, an experiment and simulation. Socionomy is the general theory of collectives of physical particles, of biological genes, of Bacterias, of locusts, and of people. For all these 5 kinds of collectives, there are the same rules of action (1), (2), (3), (4). These are not rules of individual action, or of inter-individual action (electron and atom, individual and group), but of collective action. We propose a new science of Socionomy (or Collectonomy), that goes beyond the existing theories of collective action. We think that all the above 5 kinds of collectives obeys the physical laws of electro-magnetism.

Chapter 2: Social Optics. Social media as a microscope and a telescope, that reveals social phenomena that were unknown so far.

chapter 2 deals with social media as the telescope and microscope of the social sciences: economics, management, sociology, history, political science, communications and so on. In a similar way that a telescope enables us to see things never seen without it (mountains on the moon, moons of other planets), so the social media allows us to see things never seen without it (wisdom of the crowds, network forces, etc.). It was the same with the microscope without which we could not know about bacteria.

The observations and data of Tycho Brahe allowed Kepler to formulate new rules of movement of the stars. Together with the observations of Galileo, they allowed Newton to draft new laws in astronomy and physics, such as gravitational law. Observations on social media, as well as the kind of data analytics Google and Facebook, allow us to formulate new laws in the social sciences. By the microscopic observations of Pasteur, one can understand in a new way phenomenon like bacteria, diseases and drugs. Discovery of bacteria through a microscope, showed that like medicine cups of wind, the thinking in biology and medicine, before the microscope, was a collection of prejudices and guesses that we used to believe, in the absence of a better theory. The same is true in economics and history. They were before the arrival of the social media, a collection of prejudices, like "the leader" and "the genius" in history, and "the rational economic man" in economics, and more.

Social media creates a new sociology, a new history, new economy, new management theory, new media theory and more. All these new sciences are based on the discovery of new kind of power: the Info-Social power, which can be compared to the

Electro-Magnetic power.

Chapter 3: Social Electro-Magnetism. 11 basic formulas of the forces of the InfoSocial power By using social media as an observatory tool (like a telescope, or a microscope), a new theory emerge, "The Social Physic of the Social Media", or Socionomy. According to this theory, information moves around a person, makes him a celebrity or a brand (a social magnet, according to the Social Graph of Facebook, or FriendRank). Conversely, a movement of celebrity or a brand induces a movement of information (a social current, according to the PageRank of Google) even where no information has been there before.

Our InfoSocial theory now has eleven laws that are formulated mathematically. Why social networks and other social phenomena such as swarms of locusts, can be described by mathematical formulas that are very similar to the mathematical formula of the electro-

magnetic phenomena? There can be two reasons: A. There are Info-Social forces in animals, generating electricity in their bodies, some of it flows in all kinds of biological nanowires, creating electro magnets. These biological magnets are behind the similarity between the Electro-Magnetic forces and Info-Social forces. B. Even if the similarity between the phenomena of electromagnetism and the phenomena of the info-social power, are false, it does not preclude learning from the first to the second by analogy. The eleven formula of the Info-Social theory are divided into three domains: Info-Static, Info-Social, and Info-Social thermodynamics A. Info-Static (like Electro-Static) 1. The information force between two MEMS (charges of knowledge), is F = I*i/r*r. Coulomb Law.

.The rate of flow of the Info current is P=I /t. Ampere law .2

3. The Info current through network between the two sources of information, is directly proportional to the potential differences or "information voltage" V, across the two points, and inversely proportional to the resistance R, between them. I=V/R. Ohm's Law

B, Info-Social The Conversion of info-power into social-power, and ,4 .vice versa. Faraday Law

5, The force of a brand or an influencer is directly proportional to its "social Mass" and to its "social acceleration". F=MA or: F = (P+K)(aI+aS) C, Info-Social thermodynamics 6. The velocity v, of the spread of information is a function of the square root of elasticity E, (social openness, the company's bridging capital) divided by the density D, (social cohesion, the company's linking capital). v = E / D. Burt Law

7, The intensity of social cohesion in situations of social or organizational change, is a function of the power before the start of a partial change in temperature T, (heating or melting power of the Company, through the organization's dissolution, disintegration of the country, etc.). M = C*B/T. McLuhan Law McLuhans write in "Understanding Media: The Extensions of Man" (1964): about the distinction between "hot media" and "cold media." "There is a basic principle that distinguishes a hot medium like radio from a cool one like the telephone, or a hot medium like the movie from a cool one like TV. A hot medium is one that extends one single sense in "high definition.' High definition is the state of being well-filled with data. . . . Hot media are low in participation, and cool media are high in participation or completion by the audience. . . . The hot form excludes, and the cool one includes." 8, The transition rate of homogeneous populations of massproduction, production companies and heterogeneity of the community - the tribes, depending on the number of participants in the wisdom of crowds (N squared / 2), effective methods of distribution (B bandwidth, censorship), and information flows between supply and demand. Is the opposite transition homogenous communities happens when a lot of small number of participants, stepped distribution go wrong, and that information between supply and demand? F=N*B*I/2.

Anderson Law, of the Long Tail 9, The social energy derived from information, is a function of temperature T, information (to identify and measure) I, and the part of the work W invested in monitoring, measurement, oneway valve. (Info social transistor). E = T*I/W 10. Because the acceleration in bandwidth (Gilder Law), double the acceleration of processing power (Moore's Law), the computer breaks down into the cloud, the "the computer is the network. Schmidt Law 11. Because three previous laws, social media makes collaboration costs of consumers in the industry, or of employees in the organization, lower than management costs. Shirky Law.

Chapter 4, A case study in social thermodynamics Deals with "the logic of the ant colony" that works on social networks, flocks of birds, hives of bees, neural networks, and evolution. 1. The "atoms" (ants) of a collective move randomly, because the collective was heated by hut media. 2, Each random track leaves traces (pheromones, scent marks of each ant)

3, Random detection of resources are kept by the traces. 4, Sharing the discovery with the rest of the "atoms". (Premise: There is communication between the "atoms") with power rating invented. Share on Facebook is a status update, the rating is a number of responses or likes. 5, Relatively rapid evaporation of the tracks, creating optimized solution (a declining function of re-tweets or of responses to status update) 6, Creates collective wisdom from many small contributions. This is the basis for illusions like "the genius", "the leader", "ideology", "conspiracy", etc' "This pheromone-driven behaviour means that although single ants are not clever, collectively they are capable of complex tasks. Such swarm intelligence is of huge interest to scientists and has already led to practical applications. Unilever, for instance, has used a computer program based on swarm intelligence to organise movements between storage tanks, mixers and packing lines in one of its factories." http://www.economist.com/node/13437908

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The structure of collective action Social Phsica Ge Networ l ns ks particl es Heating, leads to a random moveme nt Leaving traces Detection Sharing optimizat ion CI Neuro animal securitie ns s s

Ants, locusts

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Chapter 5. The components of collective action

Stock Gen Ants Physical exchang s and particles e locusts Density Density leads to smaller rate of change Smaller number s leads to faster change of directio n Magnetis m and super conductivi ty

Social Network s Bridging and connectin g social capital

Number

Internalism Horizontalis

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m Chance Emergentis m Symmetry Breaking

Ment Self Evoluti al referen on states ce Density Number Internalism Horizontali sm Chance

Ecolo gy

Self immunizati on

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Emergentis m Symmetry Breaking

Chapter 6, Biology 2.0 6.1 The problem: Evolution 1.0 Evolution is the fundamental physical process that gives rise to biological phenomena. Yet it is widely treated as a subset of population genetics, and thus its scope is artificially limited. As a result, key issues such as: A, how rapidly evolution occurs, B, how it is related to ecology have not been Satisfactorily addressed and formulated. Computational biology, and single molecule biophysics cannot solve these problems 6.2 The implications of the problem The lack of widespread appreciation for and understanding of, the evolutionary process has arguably retarded the development of: Medicine (immunology, ) Ecology (genotype, phenotype, environment) Global climate. 6.3 The solution: Evolution 2.0 Woese focuses on evolution as a problem in non-equilibrium statistical mechanics of genes, where the key dynamical modes are collectives, as evidenced by the plethora of mobile genetic elements whose role in shaping evolution has been revealed by modern genomics. The central model here comes from theories

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of condensed matter physics. Evolution 1.0 is the conventional, eukaryote-centric framework of evolutionary theory. But because most of life is microbial, we need a new microbecentric view of evolution. This is Evolution 2.0.

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6.4 The benefits of evolution 2.0 1, condensed matter physics concepts might provide a useful perspective in evolutionary biology, 2, the conceptual failings of the modern evolutionary synthesis, 3, the open-ended growth of complexity, 4, the quintessentially self-referential nature of evolutionary dynamics. 5, biology may extend the frontier of non-equilibrium physics, revealing principles of self-organization that seem absent in purely physical Processes 6.5 In Evolution 2.0, microbes are able to: 1. exchange genes (horizontal gene transfer)[4], 2. communicate between cells (quorum sensing)[5], 3. translocate collectively over surfaces (swarming motility)[6, 7], 4. form biofilms 5. extended multicellular colonie with coordinated division of labor, 6. cellular differentiation 7. cooperate against antagonists[8]. 6.6 Examples of symmetry breaking (dynamic thermal explanation). The decision on a particular search result on Google. Segregation (Schelling's electrolysis). Formation of ants. The decision of the direction of progress of the neuron or the root of a tree. Biological differentiation, or sociological division of labor. Emergence of new species. Facebook member decision

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6.7 Principles of symmetry breaking Evolution of phenotype evolution genotype Evolution was discovered by chance in the animal world, but is also good for physics.That is, biology is a case of evolution, not vice versa Axis selection (semantics, statistics. What word is selected) and axis combination (Sinatx. what order of appearance of words chosen). Axis of symmetry breaking choice is the choice of words. Axis of symmetry breaking combination is between the words chosen. Stochastic processes are symmetry breaking the symmetry breaking (down - breaking the symmetry). Amargnzia is symmetry breaking. Reduction is beyond May - symmetry symmetry. Methodological symmetry, is a unified theory of the various disciplines that were considered earlier. Evolution 1.0, also called neo - Darwinism or modern synthesis, which is a synthesis (which occurred between 1930-1940), a genetics Mendlian with Darwinism. It is based on: 1. Random mutations, leading to a Nukelyaotid Luriabiliut single, linear dynamics of the genome 2. Absorbed due to environmental changes, 3. Natural selection (Aslkcait appropriate) 4. Appropriate transfer of inherited (vertical transfer of genes). The gens are the only dynamic variable linear, it defines and allows to measure the degree of adaptation. But there are other dynamic variables: population size, the environment, the pace of evolution, the dynamics between genes A, Evolution 1.0 does not allow interaction between genes On, is not sufficient explanation for the relationship between a given genotype and environment (no mapping Ahah"a) C, does not allow an explanation to link the duration of the time evolution of the ecosystem for D, does not allow an explanation, and certainly not forecasting, time evolution

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Evolution 2.0 on the other hand, is looking for dynamic relationships between genes, ecosystem, and size of populations of phenotypes. Also because of the connections between genes, and because of the connections between genes on the one hand and the ecosystem on the other hand, we have a phenomenon of the collectives, and therefore the phenomenon of dynamic thermal phase transitions. Multiple mutations in parallel heating weakens relationships of genes, download Imganot, and shortens the life of the genotype. Few mutations, however, increases Imganot, reinforces genetic relationships, and stabilizes genotype. Many cellular Abahed, any choice between genes Marble positive interaction between a few donations but environmentally compatible, mind heating. Symmetry breaking allows the cooling performance of a new species and is also stable. Therefore, evolution 2.0, fifth element should be added to the above four components of Evolution 1.0: 5, stabilizing genotype after selection. Stabilization is accomplished by horizontal communication between the genes. (Does this mean, it's not by random mutation, but through communication between genes or phenotypes for dealing with threats (vaccines, changes Asabeveabtiym) This symmetry breaking, not due to an external event (cause Axterinsit) but Amaatrmodyneamika Vhalkterodenamika internal (reason Aenterinsit). 1, for example, around A camel population has enough food, relatively low. There phenotypes (camels), random mutations all the time (a bell curve, a few exceptions Abznabon "outstanding" Ubznabon "worst"). Symmetry has mutations. 2, suddenly created an environment in which the low food disappeared, leaving only food at over 2 meters eg leaves of tall trees have deep roots Marble reach underground water stores. Environment in the symmetry breaking that particular type of exceptions in A (with a long neck and die when you eat

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grass and low), becomes more appropriate (natural selection) to the environment in that only those with long necks are food for example. Wrong suddenly came to 'become suitable, fit into without appropriate. 3, if this exception type breeds (vertical transmission, distribution), then his genotype reproduces this result reproduces the phenotype that cause dead camels are created as C Iraput culture. Represent symmetry symmetry back and this time they Ahgyraput. Two questions: A, is in step 1 above mutations are random, or genes can create mutations of "recognition" of the new environment (through Aricombincia?)? In, do step 3 above transfer of genes is only vertical, and / or have horizontal gene transfer? Perhaps he thought it was wrong Shlmark phenotype genotype can rewrite the macro - organisms (eg dog), but right for the single phenotype - Thai (eg bacteria) can rewrite the genotype. Is the number Danbarr also works in the media between genes? One of the shapes of the horizontal passage of genes, is cutting Ahdianeaye, to allow passage of DNA. Else into it, not the process of reproduction and distribution processes.

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 , , , . . , . , ,

Chapter 7 Physics 2.0

Reelativity theory disrupt concepts of time, but the quantum theorydisrupt the the concepts of location (Locality) causality, too. According to the theory of relativity, if both twins were born today, and one travel week in neighboring galaxy at nearly the speed of light, she finds out her twin sister has already become a 70 year old grandmother! But according to quantum theory the situation worse, driving twin week can also lead to her mother !. Needle tip causality, exponentiall causality. Critical causality. How the Soviet Union collapsed all of a sudden? How falling stock market all at once? It's usually not because of sudden external event. What we superficially sudden, causality can be understood in terms of critical - exponentially. The big advantage of the person standing on the wall is that he

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can at any moment to take sides and jump. Who is on the tip of a needle can choose not only between the two sides of the wall like standing on the wall, but he can jump in all directions at 360 degrees. Multiple choice is the central benefit of the critical causality. But its price is that you need to constantly keep my balance so as not to fall from the wall, or the needle tip. Equal pay a heavy price of instability and multiple choices, just in situations of changing environment, it would be possible to always respond to last minute changes in the environment. What is the causal mechanism behind critical? The phenomenon of exponential (held)! Our intuition is not exponentially. Our intuition arithmetic think columns: 1,2,3, etc., or 1,5,9,13 etc (jumps of 4). This is called intuition, or pre-network thinking. But thinking we think not line my account, but I held the line, as the two following examples: 2 squared equals 4. 3 squared equals 9 ... 100 square worth ten thousand.While the darkness before the networks Higianu one to 100, thinking we Rishtiat 1 to 10,000 at the time exactly. Above the surface, we think we got to 6 does not seem ...... Alternative explanations for the critical causality exponentially, Arishtiym events are: 1. Theory of rational actors: the dominant economic theory during the 18-20 theory of causality stems from a combination of rational choices of many players. Big disadvantage: a rational choice of individual actors often do not Mnbeah the stock market collapse. 2. Theory of adaptive-opportunist players Towards the end of the 20th century, came a new theory of rational actors, but Plevrlistem, Asatgalnim opportunists. (Kahneman and Tversky, game theory, the Nash equilibrium, socio physics, Schiller,

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Brian - Arthur) 3. Thermodynamic theory - Dynamics of organic and social phenomena, explaining phenomena in the cell, neuron, bacteria, body, animal bands, organizations, social networks of people, are using Atrmodyneamika Physical explanations. Through concepts such as the - lead, a compressed mode, critical, equilibrium, entropy, temperature, etc.. 4. Electro-magnetic theory - the dynamics of organic and social phenomena, explaining such phenomena, can be explained in terms of electrical and electromagnetic theory. Explanation of this type can be two reasons: a, electro - Physical Dynamics is a good metaphor, but no organisms electromagnetic forces and social networks. B, forces have electro - magnetic organisms social networks, such as electromagnetic power flowing, the electricity network. Marble clear connection between concepts and the concepts of temperature Abatrmodyneamika continued transfer of information electromagnetism electromagnetism. That if heat magnet above a critical temperature, it stops the mag

References

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2. Socio-Physics before the social media

T.C. Schelling, 1971 "Dynamic Models of Segregation," J. Mathematical Sociology vol. 1, Jan. 1971, pp. 143-186. http://citeseerx.ist.psu.edu/viewdoc/download? doi=10.1.1.142.9272&rep=rep1&type=pdf S. Galam, Y. Gefen and Y. Shapir, 1982 Sociophysics: A mean behavior model for the process of strike, Math. J. of Sociology 9, 1-13 (1982) S. Galam, 1996 When humans interact like atoms, Understanding group behavior, Vol. I, Chap. 12, 293-312, Davis and Witte, Eds, Lawrence Erlbaum Ass., New Jersey (1996)

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S. Galam, 2008 "Sociophysics: A review of Galam models" http://arxiv.org/PS_cache/arxiv/pdf/0803/0803.1800v1.pdf We review a series of models of sociophysics introduced by Galam and Galam et al in the last 25 years M. Buchanan, 2007 The Social Atom: Why the Rich Get Richer, Cheaters Get Caught, and Your Neighbor Usually Looks Like You. Bloomsbury, NY R. Burt, 2002 "The Social Capital of Structural Holes" http://faculty.chicagobooth.edu/ronald.burt/research/SCSH.pdf

Econophysics and sociophysics: trends and perspectives , http://books.google.com/books? id=Efu6VvSBdSIC&printsec=frontcover&dq=%22Sociophysics %22+inpublisher:icon&as_brr=0&hl=iw&cd=2#v=onepage&q&f=fal se Sociophysics http://books.google.com/books?id=lEUfLsYIUgC&printsec=frontcover&dq=%22Sociophysics%22+inpublisher:icon&as_brr=0&hl=iw&cd=1#v=onepage&q&f=fal se

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Sociocybernetics: complexity, autopoiesis, and observation of social systems . http://books.google.com/books?id=acbjsjMfZEC&pg=PA17&dq=%22Sociophysics%22+inpublisher:icon&as_brr=0&hl=iw&cd=4#v=onepage&q= %22Sociophysics%22%20-inpublisher%3Aicon&f=false Sociophysics : Fundamentals of Macropolitics , http://books.google.com/books?id=xpibAQAACAAJ&dq= %22Sociophysics%22+inpublisher:icon&as_brr=0&hl=iw&cd=10

3. Description and analysis

N. A. Christakis and J.H. Fowler 2009 Connected: The Surprising Power of Our Social Networks and How They Shape Our Lives, Little Brown, NY D. J. Watts, 2003 Six Degrees: The Science of a Connected Age D.J. Watts. 2001 Small Worlds: The Dynamics of Networks between Order and Randomness. Princeton Studies in Complexity http://www.technologyreview.com/blog/arxiv/25708/ 2010 The New Science of Network Archaeology A new way of excavating the past structure of networks reveals important information about their evolution

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4. Socio-Optics
C. Anderson, 2008 The LONG TAIL: WHY THE FUTURE IS SELLING LESS OF MORE http://www.longtail.com/

5. Socio-Electromagnetism

http://www.washingtonpost.com/wpdyn/content/article/2010/08/09/AR2010080906102.html , "4chan users seize Internet's power for mass disruptions". Laseres http://www.technologyreview.com/communications/25955/ , "Whose Tweets Matter Most?". A startup monitors the spread of information on Twitter to identify users with the most influence. Magnets http://www.technologyreview.com/blog/arxiv/25814/? nlid=3578 "Physicists Convert Information into Energy". The first demonstration of an information-heat engine could revolutionize the way nanomachines get their power, transforming Energy to Information.

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6. Socio-Algorithmics

http://arxiv.org/PS_cache/arxiv/pdf/1011/1011.4125v1.pdf C. Woese 2010 "Life is physics: evolution as a collective phenomenon far from equilibrium" http://www.isnature.org/Files/Anderson_More_is_Different.pdf P. W. Anderson, 1972 "More Is Different: Broken symmetry and the nature of the hierarchical structure of science."

7. Elecromagnetism in Socio-Biology
Rahnama et al. 2010 "Emission of Biophotons and Neural Activity of the Brain" http://arxiv.org/ftp/arxiv/papers/1012/1012.3371.pdf

http://www.economist.com/node/17035914, "The rules of Attraction"

Bacteria form electric circuits? - The Scientist - Magazine of the Life Sciences http://www.thescientist.com/news/display/57741/#ixzz12EXpe7DS

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http://arxiv.org/PS_cache/arxiv/pdf/1012/1012.5166v1.pdf

DNA waves and water

L. Montagnier1,2, J. Aissa

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