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Meme spread in networks

Meme spread in networks. Matthew Simmons, Lada Adamic , Eytan Adar School of Information University of Michigan. outline. patterns of mutation of information flowing online a simple model to reproduce patterns relationship to network structure for details:

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Meme spread in networks

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  1. Meme spread in networks Matthew Simmons,Lada Adamic, Eytan Adar School of Information University of Michigan

  2. outline • patterns of mutation of information flowing online • a simple model to reproduce patterns • relationship to network structure • for details: • M Simmons, LA Adamic, E Adar, ‘Memes Online: Extracted, Subtracted, Injected, and Recollected’, ICWSM 2011.

  3. quotes that never were • closest proximity: • "I have the advantage of knowing your habits, my dear Watson," said he. • "When your round is a short one you walk, and when it is a long one you use a hansom. As I perceive that your boots, although used, are by no means dirty, I cannot doubt that you are at present busy enough to justify the hansom." • "Excellent!" I cried. • "Elementary," said he. Is it “Elementary, my dear Watson”?

  4. events that never were "Street style shooting in Oxford Circus for ASOS and Diet Coke. Let me know if you're around!!” "Apparently theres a shooting at Oxford Circus, gunmen on the move. We've been told to stay in” “Shooting in progress in Oxford Circus? What?” source: http://iu-doing.tumblr.com/

  5. Do bloggers kill kittens? 02:00 AM Friday Mar. 05, 2004 PSTWired publishes: "Warning: Blogs Can Be Infectious.” 7:25 AM Friday Mar. 05, 2004 PSTSlashdot posts: "Bloggers' Plagiarism Scientifically Proven" 9:55 AM Friday Mar. 05, 2004 PSTMetafilter announces "A good amount of bloggers are outright thieves." Before lunch: Eytan writes FAQ: Do bloggers kill kittens? After lunch: Several bloggers title posts ‘Bloggers kill kittens!’

  6. MemeTracker data

  7. MemeTracker dataset

  8. phrase edit types cuts addition mutation

  9. Additions: returning to the source? “I will mourn the loss of thousands of precious lives, but I will not rejoice in the death of one, not even an enemy. Returning hate for hate multiplies hate, adding deeper darkness to a night already devoid of stars. Darkness cannot drive out darkness; only light can do that. Hate cannot drive out hate, only love can do that.” – MLK Jr. I will mourn the loss of thousands of precious lives, but I will not rejoice in the death of one, not even an enemy.“Returning hate for hate multiplies hate, adding deeper darkness to a night already devoid of stars. Darkness cannot drive out darkness; only light can do that. Hate cannot drive out hate, only love can do that.” – MLK Jr. fakequote I will mourn the loss of thousands of precious lives, but I will not rejoice in the death of one, not even an enemy. – MLK Jr.

  10. shorter phrases are more popular phrase variants within the same cluster on MemeTracker

  11. new variants proliferate ahead of the peak in popularity

  12. simple urn model cdefg source:abcdefghijk cde abcdefghijk cdefg abcdefghijk • imperfect copies are made • choose to copy either from source or from another copy • more likely to choose more recent copy to copy from

  13. phrase length (data vs. model)

  14. phrase length over time

  15. phrase length over time (data vs. model)

  16. what if copies are not derived from copies? • When quotes are found on blogs directly citing the source (e.g. NYTimes), there is no shortening over time

  17. How are memes affected by network structure?

  18. network structure and meme mutation • subset of MemeTracker data contains network information • 9,208 nodes and 61,511 distinct edges • in-degree of a source node is positively correlated with percentage copies made of the source that mutate it (r = 0.45) • in-degree of copying node is slightly positively correlated with probability that it will mutate what it copies (r = 0.14) • betweenness is positively correlated with sd(length) of copies (r = 0.43)

  19. Fidelity in the mainstream media & blogs Proportion of derivative typesoccurring on edges Types of alteration amongphrases that are not exact copies

  20. summary • information changes as it propagates through a network • multi-step diffusion is responsible for change • the change can be modeled as a simple urn model • the characteristics of nodes (mainstream vs. blogs) and their position in the network correspond to different amounts of change • for details: • M Simmons, LA Adamic, E Adar, ‘Memes Online: Extracted, Subtracted, Injected, and Recollected’, ICWSM 2011. thanks:

  21. questions?

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