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Vocal Minority vs. Silent Majority

Vocal Minority vs. Silent Majority. Eni Mustafaraj Samantha Finn Carolyn Whitlock Panagiotis Metaxas. IEEE SocialCom 2011 @ MIT Media Lab October 10, 2011. Gaming. How humans can use technology to “influence” the political process. Examples of gaming. Vocal Minority can:

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Vocal Minority vs. Silent Majority

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  1. Vocal Minority vs. Silent Majority EniMustafaraj Samantha Finn Carolyn Whitlock Panagiotis Metaxas IEEE SocialCom 2011 @ MIT Media Lab October 10, 2011

  2. Gaming How humans can use technology to “influence” the political process.

  3. Examples of gaming Vocal Minority can: • Frame the conversation • Put pressure on the media

  4. Implications Not all user-generated content is equal. The fact that we have lots of it, doesn’t mean we should use it as it is.

  5. 2008: Election of President Obama

  6. 2009: The Healthcare Reform

  7. 2009: The rise of Tea Party

  8. Aug 2009: Senator Kennedy Dies

  9. Special Election in MA Martha Coakley Democrat Attorney General Scott Brown Republican State Senator

  10. Pre-electoral Polls

  11. Twitter Data Collection • January 13 – 20, 2010 • 234,697 tweets • 56,165 unique Twitter users

  12. Vocal vs. Silent Silent users (1 tweet) Vocal users (50+ tweets) User Volume Silent users Vocal users Tweets Volume

  13. Political Activism Friendship graph for 574 users with more than 50 tweets

  14. Tweets are not made equal

  15. Tweets are not made equal

  16. What’s in a Tweet?

  17. Framing the Conversation

  18. Social Media Campaigns

  19. Social Media Campaigns

  20. Social Media Campaigns 115 tweets to report progress on Facebook fans 54 tweets to report progress on Twitter followers

  21. Campaign Amplification

  22. Targeting the Media

  23. Political Tweetbots

  24. Human Bots?

  25. 30 lists with tweets 2758 tweets 180 media accounts targeted.

  26. Pre-Fabricated Tweets

  27. The Tweets-Factory against Media DO YOUR JOB SHINE THE LIGHT ON ACORN http://bit.ly/DoYourJob @ACORN Nat @SEIU @GlobeSenateRace @wwlp #masen WE THE PEOPLE WANT A FAIR ELECTION http://bit.ly/acRNFraud @ACORN Nat @SEIU @GlobeSenateRace @wwlp #masen

  28. Conclusions • Tweets are not equal. • Opinion mining and predictions based on aggregated data cannot be trusted.

  29. Tweets Factory 2.0

  30. Thank you #questions

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