from the evolution of online social networks to digital ecology in a nutshell
TRANSCRIPT
Kaj Kolja KLEINEBERG
Marián BOGUÑÁ
@KoljaKleineberg
Universitat de Barcelona
Digital Ecologyin a nutshell
Motivation Evolution and ecology of OSNs World model Summary & outlook
Multiscale theory of the digital world: From individual tiesto globally interacting networks
Individuals Interacting Worldwide
Mod
el Strength ofsocial ties
Res
ult Weak ties
have highertransmissibility
Viral + mediaeffect & under-lying structure
Viral effect is about fourtimes stronger
Rich-get-richer& diminishingreturns
Coexistance of amoderate numberof services
Network of net-works & effectiveactivity
Local networks canprevail under certainconditions
Focu
s
12
3
101 - 102 105 - 106 106 - 109 >109
Ord
er
Isolatednetwork networks
PRX 4, 031046 Sci. Rep. 5, 10268 arxiv:1504.01368 2
Motivation Evolution and ecology of OSNs World model Summary & outlook
Multiscale theory of the digital world: From individual tiesto globally interacting networks
Individuals Interacting Worldwide
Mod
el Strength ofsocial ties
Res
ult Weak ties
have highertransmissibility
Viral + mediaeffect & under-lying structure
Viral effect is about fourtimes stronger
Rich-get-richer& diminishingreturns
Coexistance of amoderate numberof services
Network of net-works & effectiveactivity
Local networks canprevail under certainconditions
Focu
s
12
3
101 - 102 105 - 106 106 - 109 >109
Ord
er
Isolatednetwork networks
PRX 4, 031046 Sci. Rep. 5, 10268 arxiv:1504.01368 3
Motivation Evolution and ecology of OSNs World model Summary & outlook
Multiscale theory of the digital world: From individual tiesto globally interacting networks
Individuals Interacting Worldwide
Mod
el Strength ofsocial ties
Res
ult Weak ties
have highertransmissibility
Viral + mediaeffect & under-lying structure
Viral effect is about fourtimes stronger
Rich-get-richer& diminishingreturns
Coexistance of amoderate numberof services
Network of net-works & effectiveactivity
Local networks canprevail under certainconditions
Focu
s
12
3
101 - 102 105 - 106 106 - 109 >109
Ord
er
Isolatednetwork networks
PRX 4, 031046 Sci. Rep. 5, 10268 arxiv:1504.01368 4
Motivation Evolution and ecology of OSNs World model Summary & outlook
Evolution of isolated online social networks is governedby underlying social structure and two dynamical processes
Online social network layer
Traditional contactnetwork layer
ActiveOnline & offline
PassiveOnline & offlineSusceptibleOnly offline
Mass media activation Viral activation
Deactivation Viral reactivation
5
Motivation Evolution and ecology of OSNs World model Summary & outlook
Multiscale theory of the digital world: From individual tiesto globally interacting networks
Individuals Interacting Worldwide
Mod
el Strength ofsocial ties
Res
ult Weak ties
have highertransmissibility
Viral + mediaeffect & under-lying structure
Viral effect is about fourtimes stronger
Rich-get-richer& diminishingreturns
Coexistance of amoderate numberof services
Network of net-works & effectiveactivity
Local networks canprevail under certainconditions
Focu
s
12
3
101 - 102 105 - 106 106 - 109 >109
Ord
er
Isolatednetwork networks
PRX 4, 031046 Sci. Rep. 5, 10268 arxiv:1504.01368 6
Motivation Evolution and ecology of OSNs World model Summary & outlook
Multiscale theory of the digital world: From individual tiesto globally interacting networks
Individuals Interacting Worldwide
Mod
el Strength ofsocial ties
Res
ult Weak ties
have highertransmissibility
Viral + mediaeffect & under-lying structure
Viral effect is about fourtimes stronger
Rich-get-richer& diminishingreturns
Coexistance of amoderate numberof services
Network of net-works & effectiveactivity
Local networks canprevail under certainconditions
Focu
s
12
3
101 - 102 105 - 106 106 - 109 >109
Ord
er
Isolatednetwork networks
PRX 4, 031046 Sci. Rep. 5, 10268 arxiv:1504.01368 7
Motivation Evolution and ecology of OSNs World model Summary & outlook
Digital ecosystem is formed by multiple networkscompeting for the attention of individuals
OSN 2
OSN 1
Underl.network
ActivePassiveSusceptible
Partial states}
Virality shareDistributionbetween OSNsλi = ωi(ρ
a)λ
Rich-get-richermore activenetworks obtainhigher share
8
Motivation Evolution and ecology of OSNs World model Summary & outlook
Ecological theory of the digital world explains whywe observe a moderate number of coexisting networks
Unstable FPStable FP
0.0 0.2 0.4 0.6 0.8 1.00.0
0.2
0.4
0.6
0.8
1.0Coexistence σ=0.8
ρ1a
ρ2a
Unstable FPStable FP
0.0 0.2 0.4 0.6 0.8 1.00.0
0.2
0.4
0.6
0.8
1.0Domination σ=1.2
ρ1a
ρ2a
StableUnstable
0.50 0.75 1.00 1.25 1.500.00
0.25
0.50
0.75
Bifurcation diagram
ρ1a
0.0 0.5 1.0 1.5
0.50
0.75
σ
σ
ρ1,2
a
Coexistencedespite rich-get-richer
Moderatedigital diversity
Sci. Rep. 5, 10268
9
Motivation Evolution and ecology of OSNs World model Summary & outlook
Multiscale theory of the digital world: From individual tiesto globally interacting networks
Individuals Interacting Worldwide
Mod
el Strength ofsocial ties
Res
ult Weak ties
have highertransmissibility
Viral + mediaeffect & under-lying structure
Viral effect is about fourtimes stronger
Rich-get-richer& diminishingreturns
Coexistance of amoderate numberof services
Network of net-works & effectiveactivity
Local networks canprevail under certainconditions
Focu
s
12
3
101 - 102 105 - 106 106 - 109 >109
Ord
er
Isolatednetwork networks
PRX 4, 031046 Sci. Rep. 5, 10268 arxiv:1504.01368 10
Motivation Evolution and ecology of OSNs World model Summary & outlook
Multiscale theory of the digital world: From individual tiesto globally interacting networks
Individuals Interacting Worldwide
Mod
el Strength ofsocial ties
Res
ult Weak ties
have highertransmissibility
Viral + mediaeffect & under-lying structure
Viral effect is about fourtimes stronger
Rich-get-richer& diminishingreturns
Coexistance of amoderate numberof services
Network of net-works & effectiveactivity
Local networks canprevail under certainconditions
Focu
s
12
3
101 - 102 105 - 106 106 - 109 >109
Ord
er
Isolatednetwork networks
PRX 4, 031046 Sci. Rep. 5, 10268 arxiv:1504.01368 11
Motivation Evolution and ecology of OSNs World model Summary & outlook
Network of multi-layer networks describes the worldwidedigital ecology for the 80 largest countries
ActivePassiveSusceptible
Partial states}
Localnetwork
Globalnetwork
Effective activity
12
Motivation Evolution and ecology of OSNs World model Summary & outlook
Local networks always become extinct for intermediateactivity affinity but can survive otherwise
13
Motivation Evolution and ecology of OSNs World model Summary & outlook
Multiscale theory of the digital world: From individual tiesto globally interacting networks
Individuals Interacting Worldwide
Mod
el Strength ofsocial ties
Res
ult Weak ties
have highertransmissibility
Viral + mediaeffect & under-lying structure
Viral effect is about fourtimes stronger
Rich-get-richer& diminishingreturns
Coexistance of amoderate numberof services
Network of net-works & effectiveactivity
Local networks canprevail under certainconditions
Focu
s
12
3
101 - 102 105 - 106 106 - 109 >109
Ord
er
Isolatednetwork networks
PRX 4, 031046 Sci. Rep. 5, 10268 arxiv:1504.01368 14
Motivation Evolution and ecology of OSNs World model Summary & outlook
Multiscale theory of the digital world: From individual tiesto globally interacting networks
Individuals Interacting Worldwide
Mod
el Strength ofsocial ties
Res
ult Weak ties
have highertransmissibility
Viral + mediaeffect & under-lying structure
Viral effect is about fourtimes stronger
Rich-get-richer& diminishingreturns
Coexistance of amoderate numberof services
Network of net-works & effectiveactivity
Local networks canprevail under certainconditions
Focu
s
12
3
101 - 102 105 - 106 106 - 109 >109
Ord
er
Isolatednetwork networks
PRX 4, 031046 Sci. Rep. 5, 10268 arxiv:1504.01368
NetSci Tuesday
2.6. 10:00@ LC2S2
NetSci Wednesday3.6. 17:20in A5+A6
15
Just as a monopoly in economy is a threat to free markets, the lack of
poses a threat to the digital diversity
freedom of information.
Motivation Evolution and ecology of OSNs World model Summary & outlook
Digital diversity is important. So write downthe references and contact information now!
References:
K.-K. Kleineberg, M. Boguña.PRX 4, 031046, 2014
K.-K. Kleineberg, M. Boguña.Sci. Rep. 5, 10268, 2015
K.-K. Kleineberg, M. Boguña.arxiv:1504.01368, 2015
Kaj Kolja Kleineberg:
• @KoljaKleineberg
in • Kaj Kolja Kleineberg17
Motivation Evolution and ecology of OSNs World model Summary & outlook
Digital diversity is important. So write downthe references and contact information now!
References:
K.-K. Kleineberg, M. Boguña.PRX 4, 031046, 2014
K.-K. Kleineberg, M. Boguña.Sci. Rep. 5, 10268, 2015
K.-K. Kleineberg, M. Boguña.arxiv:1504.01368, 2015
Kaj Kolja Kleineberg:
• @KoljaKleineberg← Slides!
in • Kaj Kolja Kleineberg17
Motivation Evolution and ecology of OSNs World model Summary & outlook
CREATIVE COMMONS CREDITS
Social media chalk: mkhmarketing.wordpress.comNetwork "ring": Adam BeasleyBoxing gloves: Gabriele FumeroWorld: Lorenzo BaldiniMegaphone: Alex Auda SamoraBiohazard: Shailendra ChouhanLayer icon: MentaltoyBalance (scale) icon: Roman KovbasyukBroken tie: ��������Death symbol: Mila RedkoPie Chart: P.J. OnoriMoney sack: Lemon Liu
Team icon: Joshua JonesHand icon: irene hoffmanarm with muscle: Sergey KrivoyNo: P.J. Onoridinosaure: John CasertaLocal: Phil GoodwinSummary (article) icon: Stefan Parnarovflower: Nishanth JoisRead magazine: Evan Travelsteadtwitter: OliMGlobe: Ealancheliyan sLocal: Phil Goodwin
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Kaj Kolja Kleineberg:
• @KoljaKleineberg
in • Kaj Kolja Kleineberg18