from network theories to applied social...
TRANSCRIPT
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Mirko Bischofberger, EPFL/Science Studios SUPRIO Workshop November 5, 2018
From Network Theories to Applied Social Media
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OVERVIEW
1. What is Network Theory?
2. What can we do with that?
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From trees… researcher
com department
media
people
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…to networks!
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But what are networks?
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If everybody had max 4 friends…
imagine a city
with maximal 4 friends each
how would it look like?
how would you make friends?
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Nodes and Edges
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Degree
> local measure
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And globally?
How to make friends here?
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Another city
imagine a another city
where every can make random friends
how would this city look like?
and how would you make new friends here?
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A random network
How many degrees for a node?
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In short: you are connected to about 20-30% of the nodes in average !
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A more realistic city…
imagine a third city
with a principle called “preferential attachment”
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Scale-free networks
A lot of people with few friends, and a few people with many friends!
Social Media!
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As a consequence… hubs !
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Example of Facebook
https://research.fb.com/three-and-a-half-degrees-of-separation/
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So what? :-)
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Digital communication is…
scale-free networks
no classic top-down hierarchy
(bi)directional
hubs are keys, not “local” or “global” or so
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1. hierarchical and top-down
2. unidirectional
3. local
4. mainly physical
Science Communication today
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1. flat, bottom-up (inside == outside)
2. bidirectional (sender == receiver)
3. global
4. physical and digital(> new players, nor sender nor receiver)
Science Communication tomorrow
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Thus…
1. In the digital space there are no communication borders (with except to language, but this is breaking very rapidly, too:)
2. A new form of science communication can not be anticipated without a basic understanding of the underlying technological principles.
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Rethinking is key!
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OVERVIEW
1. What is Network Theory?
2. What can we do with that?
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In theory, you can…
1. Make new links
2. Make new nodes
3. Enrich existing nodes
4. Make new hubs
5. Get closer to hubs
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1. Make new links
• bringing two nodes together, that were not linked before (ideally through a common interest)
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Example 1
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Example 2
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2. Make new nodes
• bring in people from the physical world into the digital world that have something to say about science
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Example 1
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Example 2
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3. Enrich existing nodes
• bring scientific information to the sources that are consulted already
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Example 1
• Wikipedia is by far the most consulted online source for science on the web (Wissenschaftsbarometer 2016) But: scientists don’t bring their knowledge to Wikipedia
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4. Get closer to hubs
• collaborate with existing new hubs of the digital world
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Example 1
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http://science.wemakeit.com
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http://science.wemakeit.com
20 Months Time since the launch in January 2017
40 Total number of campaigns
31 Successful projects 78% Success rate
2,989 Total number of participants from the public
CHF 514,098.- Total funding raised from the crowd
CHF 172.- Average contribution from each backer
2.2 x Financial leverage from Science Booster
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5. Make new hubs
• Hard…
• self-publishing (ie. medium.com)
• niche networks(ie. fishbrain or strava)
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But: play with close hubs
SNSF President
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But: play with close hubs
SNSF President
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Summary
1. Network thinking governs most of the digital world
2. A general understanding of the principles behind networks are necessary to find creative solutions (ie. make new nodes, enrich nodes, get closer to hubs, etc.)
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Targeted communication"Microtargeting is not a luxury, but a necessity of tomorrow"
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Thank you!