In 1947 Milton Gordon urged researchers to extend their scope beyond national boundaries in order to study the sociological phenomenon of culture. The beginnings of social network analysis are evident in Gordon's discussion of the concept of sub-culture. Here the term refers to sub-divisions within a culture. These sub-divisions are usually usually formed around common interests or goals.
Formation based upon common bonds is a central tenet of the traditional concept of community.
Social network analysis is a departure from traditional methods of viewing sociological issues in that the method focuses upon the concept of the unit as opposed to focus on the individual. Garton et al define social network analysis as the description and patterns of network relations, and the ways in which these patterns and relations affect individuals and organizations. Similar to Gordon's sub-culture analysis, emphasis is placed upon the combined effects of individuals as a unit. Integral to this process is the flow of information and resources within the network. In addition, social network analysts study behavioral and attitude characteristics of network members.