THE NETWORK IS A POWER STRUCTURE
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It doesn't need to be heirarchical to exert power

It demands that you have something in common, and the more "common"
you are, the more power you have.

It demands that you speak a single language.

The network's power is homogenisation. It is a way of enforcing
behaviour. 

Its reward for good behaviour is popularity, since you agree with
the majority.

The penalty for not behaving is alienation; isolation, 
unpopularity, being forgotten.