Homofilia por tópicos no espalhamento de memes em redes sociais online

Orientador: André SantanchèDissertação (mestrado) - Universidade Estadual de Campinas, Instituto de ComputaçãoResumo: Um dos problemas centrais na ciência social computacional é entender como a informação se espalha em redes sociais online. Alguns trabalhos afirmam que pessoas que usam estas redes podem não ser capazes de lidar com a quantidade de informação devido às restrições cognitivas, o que resulta em um limite de atenção gasta para ler e compartilhar mensagens. Disso emerge um cenário de competição, em que memes das mensagens visam ser lembrados e compartilhados para que durem mais do que os outros. Esta pesquisa está preocupada em construir uma evidência empírica de que a homofilia desempenha um papel no sucesso de cada meme na competição. A homofilia é um efeito observado quando pessoas preferem interagir com aqueles com os quais se identificam. Coletando dados no Twitter, nós aglomeramos memes em tópicos que são usados para a caracterização da homofilia. Executamos um experimento computacional, baseado num modelo simplificado de memória para adoção de memes, e verificamos que a adoção é influenciada pela homofilia por tópicosAbstract: One of the central problems in the computational social science is to understand how information spreads in online social networks. Some works state that people using these networks may not cope with the amount of information due to cognitive restrictions, resulting in a limit of attention spent reading and sharing messages. A competition scenario emerges, where memes of messages want to be remembered and shared in order to outlast others. This research is concerned with building empirical evidence that homophily plays a role in the success of each meme over the competition. Homophily is an effect observed when people prefer to interact with those they identify with. By gathering data from Twitter, we clustered memes into topics that are used to characterize the homophily. We executed a computational experiment, based on a simplified memory model of meme adoption, and verified that the adoption is influenced by topical homophilyMestradoCiência da ComputaçãoMestre em Ciência da Computação131090/2017-8CNP

Modeling Adoption and Usage of Competing Products

The emergence and wide-spread use of online social networks has led to a dramatic increase on the availability of social activity data. Importantly, this data can be exploited to investigate, at a microscopic level, some of the problems that have captured the attention of economists, marketers and sociologists for decades, such as, e.g., product adoption, usage and competition. In this paper, we propose a continuous-time probabilistic model, based on temporal point processes, for the adoption and frequency of use of competing products, where the frequency of use of one product can be modulated by those of others. This model allows us to efficiently simulate the adoption and recurrent usages of competing products, and generate traces in which we can easily recognize the effect of social influence, recency and competition. We then develop an inference method to efficiently fit the model parameters by solving a convex program. The problem decouples into a collection of smaller subproblems, thus scaling easily to networks with hundred of thousands of nodes. We validate our model over synthetic and real diffusion data gathered from Twitter, and show that the proposed model does not only provides a good fit to the data and more accurate predictions than alternatives but also provides interpretable model parameters, which allow us to gain insights into some of the factors driving product adoption and frequency of use

Competition among memes in a world with limited attention

The wide adoption of social media has increased the competition among ideas for our finite attention. We employ a parsimonious agent-based model to study whether such a competition may affect the popularity of different memes, the diversity of information we are exposed to, and the fading of our collective interests for specific topics. Agents share messages on a social network but can only pay attention to a portion of the information they receive. In the emerging dynamics of information diffusion, a few memes go viral while most do not. The predictions of our model are consistent with empirical data from Twitter, a popular microblogging platform. Surprisingly, we can explain the massive heterogeneity in the popularity and persistence of memes as deriving from a combination of the competition for our limited attention and the structure of the social network, without the need to assume different intrinsic values among ideas

UNITOR @ DANKMEMES: Combining convolutional models and transformer-based architectures for accurate MEME management

This paper describes the UNITOR system that participated to the “multimoDal Artefacts recogNition Knowledge for MEMES” (DANKMEMES) task within the context of EVALITA 2020. UNITOR implements a neural model which combines a Deep Convolutional Neural Network to encode visual information of input images and a Transformer-based architecture to encode the meaning of the attached texts. UNITOR ranked first in all subtasks, clearly confirming the robustness of the investigated neural architectures and suggesting the beneficial impact of the proposed combination strategy

Design Thinking as Heterogeneous Engineering: Emerging Design Methods in Meme Warfare

The shift of production of material artefacts to digital and online making has been greatly disruptive to material culture. Design has typically concerned itself with studying material cultures in order to develop a better understanding of the ways people go about shaping the world around them. This thesis contributes to this space by looking at an emerging form of artefact generation in digital and online making, namely, visual communication design in online information warfare. Developing understanding of participation in this space reveals possible trajectory of working with material culture as it increasingly becomes digital and online. Marshall McLuhan wrote in 1970 that “World War 3 is a guerrilla information war with no division between military and civilian participation” (p. 66), anticipating ubiquitous symmetrical capacity of users as both producers and consumers of information through communication technology. This space has emerged as our digital and online environment, and prominent in this environment are images with characteristics of visual communication design. It appears that the trajectory of visual communication design from the late 19t h century is moving toward ubiquitous making and exchanging of visual communication, as anyone with a smartphone can make an internet meme with worldwide reach and influence

Hashtag Usage in a Geographically-Local Microblogging App

This paper studies for the first time the usage and propagation of hashtags in a new and fundamentally different type of social media that is i) without profiles and ii) location-based to only show nearby posted content. Our study is based on analyzing the mobile-only Jodel microblogging app, which has an established user base in several European countries and Saudi Arabia. All posts are user to user anonymous (i.e., no displayed user handles) and are only displayed in the proximity of the user's location (up to 20 km). It thereby forms local communities and opens the question of how information propagates within and between these communities. We tackle this question by applying established metrics for Twitter hashtags to a ground-truth data set of Jodel posts within Germany that spans three years. We find the usage of hashtags in Jodel to differ from Twitter; despite embracing local communication in its design, Jodel hashtags are mostly used country-wide

Diffusion of multiple information: On information resilience and the power of segregation

We introduce two pieces of information (memes) into a diffusion process in which memes are transmitted when agents meet and forgotten at an exogenous rate. At most one meme can be transmitted at each meeting, which one depends on preferences over memes. We find that the conditions under which a unique meme becomes endemic are sufficient for both to become endemic. Segregation according to information preferences leads to polarization, i.e., nobody is informed of both memes, and a loss of information. We show how the likelihood of segregation depends on information preferences and on parameters of the diffusion process

‘The uses of ethnography in the science of cultural evolution’. Commentary on Mesoudi, A., Whiten, A. and K. Laland ‘Toward a unified science of cultural evolution’

There is considerable scope for developing a more explicit role for ethnography within the research program proposed in the article. Ethnographic studies of cultural micro-evolution would complement experimental approaches by providing insights into the “natural” settings in which cultural behaviours occur. Ethnography can also contribute to the study of cultural macro-evolution by shedding light on the conditions that generate and maintain cultural lineages