Microblogging Behavior on Sina Weibo

italiansaucyΛογισμικό & κατασκευή λογ/κού

13 Δεκ 2013 (πριν από 3 χρόνια και 8 μήνες)

86 εμφανίσεις

Delft

University

of

Technology

A Comparative Study of Users’
Microblogging

Behavior on Sina Weibo
and Twitter


Qi

Gao

Web
Information
Systems

Delft
University of
Technology

2

Microblogging

Behavior

on

Sina

Weibo

and
Twitter


What we study:
microblogging

behavior

Wikipedia:Twitter

Wikipedia:Sina_Weibo

340,000,000

500,000,000

100,000,000

250,000,000

What are the differences in Chinese and
Western users’
microblogging

behavior?

3

Microblogging

Behavior

on

Sina

Weibo

and
Twitter


Cultural differences

acting as a member of a group

standing up for himself

Flickr:webei

Flickr:semicharmed

4

Microblogging

Behavior

on

Sina

Weibo

and
Twitter


Data sources

follower/
followee


network

limited length of

a post

repost/reply/like

use of URLs

and hashtags

meta information

(time, source)

5

Microblogging

Behavior

on

Sina

Weibo

and
Twitter


User modeling and analysis framework

Microblogging Platforms

Semantic Web

Cultural
Analytics

syntactic analysis

temporal analysis

semantic analysis

sentiment analysis

Data Processing and User Profiling


topic/interest modeling

semantic enrichment

data acquisition

metadata extraction

user profile construction

multilingual NER

6

Microblogging

Behavior

on

Sina

Weibo

and
Twitter


User profiling

Profile

?

What could go wrong? RT
@DRUGE_REPORT
Washington: White House
seeks ‘Control’ over
communication during ‘crisis’
#
obama

drudge.tw/LVZygj

7

Microblogging

Behavior

on

Sina

Weibo

and
Twitter


User profiling


syntactic characteristics

Profile

hashtag
/URL

#

What could go wrong? RT
@DRUGE_REPORT
Washington: White House
seeks ‘Control’ over
communication during ‘crisis’
#
obama

drudge.tw/LVZygj

8

Microblogging

Behavior

on

Sina

Weibo

and
Twitter


User profiling


semantic characteristics

Profile

hashtag
/URL

#

entity

What could go wrong? RT
@DRUGE_REPORT
Washington
:
White House
seeks ‘Control’ over
communication during ‘crisis’
#
obama

drudge.tw/LVZygj

9

Microblogging

Behavior

on

Sina

Weibo

and
Twitter


User profiling


semantic characteristics

Profile

hashtag
/URL

#

entity

T

topic

What could go wrong? RT
@DRUGE_REPORT
Washington
:
White House
seeks ‘Control’ over
communication during ‘crisis’
#
obama

drudge.tw/LVZygj

topic:organization

topic:person

topic:location

10

Microblogging

Behavior

on

Sina

Weibo

and
Twitter


User profiling


sentiment characteristics

Profile

hashtag
/URL

#

entity

T

topic

What could go wrong? RT
@DRUGE_REPORT
Washington: White House
seeks ‘Control’ over
communication during ‘crisis’
#
obama

drudge.tw/LVZygj

sentiment

neutral

positive

negative

11

Microblogging

Behavior

on

Sina

Weibo

and
Twitter


User profiling


temporal characteristics

Profile

hashtag
/URL

#

entity

T

topic

What could go wrong? RT
@DRUGE_REPORT
Washington: White House
seeks ‘Control’ over
communication during ‘crisis’
#
obama

drudge.tw/LVZygj

sentiment

temporal information

12

Microblogging

Behavior

on

Sina

Weibo

and
Twitter


Analysis of users’
microblogging

behavior


Datasets


Microblog

data collected from Sina Weibo and Twitter over a period of
three months


> 46 million
micropost

overall


22m from Sina Weibo and 24m from
Twitter


a sample of 2616 Sina Weibo users and 1200 Twitter users









Analyze and compare user behavior on Sina Weibo and
Twitter


on two levels (
i
) the entire user population and (ii) individual users


from different angles (
i
) syntactic, (ii) semantic, (iii) sentiment and


(iv) temporal analysis


relate our findings to theories about cultural stereotypes (Hofstede’s
cultural dimensions)


13

Microblogging

Behavior

on

Sina

Weibo

and
Twitter


Cultural model: Hofstede’s cultural dimensions


Describes stereotypical cultural characteristics of nationalities


Five core dimensions:


Power Distance (PDI)


Individualism versus Collectivism (IDV)


Masculinity versus Femininity (MAS)


Uncertainty Avoidance (UAI)


Long
-
Term Orientation (LTO)


Scores are relative wrt. other


nationalities

geert
-
hofstede.com

14

Microblogging

Behavior

on

Sina

Weibo

and
Twitter


Hashtags and URLs are less
frequently applied on Sina
Weibo than on Twitter.

Users on Twitter are more triggered by
hashtags and URLs when propagating
information than on Sina Weibo.

hashtag
-
Weibo

hashtag
-
Twitter

URL
-
Twitter

URL
-
Weibo

Syntactic analysis


what are the syntactical
characteristics of messages?

15

Microblogging

Behavior

on

Sina

Weibo

and
Twitter


Hashtags and URLs are less
frequently applied on Sina
Weibo than on Twitter.

Users on Twitter are more triggered by
hashtags and URLs when propagating
information than on Sina Weibo.

Syntactic analysis


what are the syntactical
characteristics of messages?

Cultural

Differences



high collectivism


(Sina Weibo)


high individualism


(Twitter)

16

Microblogging

Behavior

on

Sina

Weibo

and
Twitter


Semantic analysis


what kind of topics are discussed?


The topics that users discuss on Sina Weibo are to a large
extent related to locations and persons. In contrast to Sina
Weibo, users on Twitter are talking more about
organizations (such as companies, political parties).


Weibo

Twitter

17

Microblogging

Behavior

on

Sina

Weibo

and
Twitter


Semantic analysis


what kind of topics are discussed?


The topics that users discuss on Sina Weibo are to a large
extent related to locations and persons. In contrast to Sina
Weibo, users on Twitter are talking more about
organizations (such as companies, political parties).


Cultural

Differences



high collectivism


(Sina Weibo)


high individualism


(Twitter)

18

Microblogging

Behavior

on

Sina

Weibo

and
Twitter


Sentiment analysis


what are the sentiment
characteristics of
microposts
?

Sina Weibo users have a stronger tendency to publish
positive messages than Twitter users.



Weibo

Twitter

19

Microblogging

Behavior

on

Sina

Weibo

and
Twitter


Combining semantic and sentiment analysis

The difference is amplified when discussing ‘people’ or
‘location’, with Sina Weibo users even more positive and
Twitter users more negative.

20

Microblogging

Behavior

on

Sina

Weibo

and
Twitter


Combining semantic and sentiment analysis

The difference is amplified when discussing ‘people’ or
‘location’, with Sina Weibo users even more positive and
Twitter users more negative.

Cultural

Differences


long
-
term orientation


(Sina Weibo)

short
-
tem orientation


(Twitter)

21

Microblogging

Behavior

on

Sina

Weibo

and
Twitter


Temporal analysis


how quickly do users propagate
information?

Twitter users repost messages faster than
Sina Weibo users.

time distance =
t
repost

-

t
original

post

Weibo

Twitter

22

Microblogging

Behavior

on

Sina

Weibo

and
Twitter


Temporal analysis


how quickly do users propagate
information?

Twitter users repost messages faster than
Sina Weibo users.

Cultural

Differences


large degree of
power distance


(Sina Weibo)

low degree of

power distance


(Twitter)

23

Microblogging

Behavior

on

Sina

Weibo

and
Twitter


Qi

Gao

et al. Information Propagation Cultures on Sina Weibo and Twitter. In
Proceedings of ACM Web Science Conference 2012. Evanston, USA.

24

Microblogging

Behavior

on

Sina

Weibo

and
Twitter


Conclusion and future work


What we did


user modeling framework for culture
-
aware user modeling based on
microblogging

data


data
-
intensive analyses deliver valuable insights for multilingual and culture
-
aware user modeling



Findings


key differences between Chinese and US/Western users’
microblogging

behavior


e.g. Chinese
microblogging

activities are more positive and less ‘political’


some of the differences can be explained with cultural model from social science
research


e.g. Hofstede: individualism vs. collectivism



Future work:


develop personalized applications that are able to adapt to the cultural factors

25

Microblogging

Behavior

on

Sina

Weibo

and
Twitter


q.gao@tudelft.nl

@
wisdelft

Thank

You!

Q &

A

Qi

Gao
, Fabian Abel, Geert
-
Jan
Houben
, Yong Yu