Content, structure, and dynamics of personal reputation: The role of trust and status potential within social networks

In this paper we examined the content, structure, and dynamics of reputation, a person's agreed-upon character that is constructed within social groups. In Study 1, we examined longitudinally the content and structure of an individual's reputation as distributed across a newly forming group. In Study 2, we examined how the dynamics of reputation shape gossip, a form of reputational discourse. In keeping with theoretical claims about the function of reputation, trustworthiness and status potential proved to be central to reputation content that is shared across a social network and emerged over the course of a year (Study 1). Gossip, a form of reputational discourse, was found to focus upon individuals who are untrustworthy and of questionable and undeserved status (Study 2). We discuss how the results from these studies shed light on how reputation is essential to cooperation and cohesion within groups.