Visa has a new campaign where they say they are a network. Here is what it looks like on their front page yesterday:
What is a social network? Here is how one sociology source talks about social network analysis:
Social network analysis is a way of conceptualizing, describing, and modeling society as sets of people or groups linked to one another by specific relationships, whether these relationships are as tangible as exchange networks or as intangible as perceptions of each other.
Visa argues that they connect people. Because people can use Visa at a wide range of stores, restaurants, and other settings, this brings people together. Imagine all of these organizations as different nodes in a network and Visa provides the connecting link. Without Visa, they would not connect.
Yet, is the social network sustained by Visa or used by Visa? Now that the network exists, Visa claims they are the network but similar things could be said for Mastercard or paper money. Without Visa, would many of these actors still connect, perhaps through other economic means?
It would be interesting to know whether and/or this economic network facilitates other kinds of network interactions. Does Visa use lead to new social networks? Is this not just about economic exchange but also exchange of information, experiences, and culture? This gets at larger processes, like globalization, that depend on familiar economic means across places.