You Are What You TagYi-Ching (Janet) Huang

Chia-Chuan (Evelyn) HungJane Yung-jen Hsu

From National Taiwan University

2008/03/26

Outline

•Tagging-based profile

•Objective profile

•Semantic relationship between tags

Social Media Website

movies maps

photos

musics

blogs

bookmarks

shrek

opera

java

ai

xml

life

food

cat

school

ocean

nightmarket

travel

jazz

classicalrock

ntu

MRTlord of rings

Social Media -> Profile

Catsmusical

comic Visualizationnetworks

Visualizationtools

graphsocial networks

social networks

JapanNamie

Japandrama

• Things I have reflect

• what I know, and

• what I am interested in

Content vs. Tag Analysis

content analysis

tag analysis

resource

limited resource (text)

all social media (text, photos, video…)

concept content concept

content concept &

user commentviewpoint

one many

travel

dance

Japan

JavaScript

ajax

xml

programmingmusic

R&B

jazz

SFOTaiwan

map

musical

java

coffee cat

rabbit

moviecomic

You AreWhat You Tag

Social Bookmarking Data

My friends’ bookmarks

music

My bookmarks

movie

dance

ajaxxml musical

java

coffee

cats

comic

rdf

star

……

Tripartite Graph

own

tagged on

……

java Japan routing

travel 0.84

0.3 0.46 0.57

0.24 0.63

Weighted Tag Profile

•Obtain a set of tags ordered by its weight to represent this person

•Tag weight

•The average tag importance (over document)

……

own

tagged on

……

java Japanrouting

travel

Tag Capability

• How much a tag can represent this document

• Tagging order

• The first tag is the most relevant

• Tagging popularity

• How many people also tag this document with this tag

……

own

tagged on

java Japanrouting

travel

……

dance

cats

jazz

java

Japan Taiwa

n

javaScript

R&B

travel

musical

rdf

pop

map

animal

guide

kitty

xmlrss

subjective

objectiveobjective

Tags from Other People

travel map

map

•For any document in my collection, it may be tagged by other people

Japan Japan

Japan

Objective Profiling

javaScript rdf

travel

…… java

Japan routing

map 0.92

0.28 0.43

0.35 0.57

0.13

Different Viewpoints

subjective

objective

personal

social

global

travel

dance

Japan

JavaScript

ajax

xml

visualizationlove

theme

Thailand music

al

java

cats

moviecomi

c

dance

cats

jazz ja

va

Japan

Taiwan

JavaScript

R&B

map

musical

rdf

poptravel

dance

musical

R&B

jazz

Taiwanmap

Japan ca

ts

movie

comic

rdf

java

programming

Profile from Three Views

?

Others say

I am…

personal view

global viewsocial view

Are They Alike?

Pre-processing

photophoto

artart

desigdesignn

imageimage

colocolorr

taggintaggingg

researresearchch

ajaxajax

javascrjavascriptipt

flasflashh

flexflex

social reinforcement

Relationship between Tags

photophoto

artart

graphgraph

imageimage

colocolorr

taggintaggingg

researresearchch

ajaxajax

javascrjavascriptipt

flasflashh

flexflex

iconicon

painpaintt

desidesigngn

AA BB

Tag-based Co-occurrence

•Assumption: the more frequent two tags co-occur on the same documents, the more relevant two tags are

Tag Semantic Relationship

photophoto

artart

graphgraph

imageimage

colocolorr

iconicon

painpaintt

desidesigngn 1/5 = 0.25

Tag Concept

photophoto

artart

graphgraph

imageimage

colocolorr

taggintaggingg

researresearchch

ajaxajax

javascrjavascriptipt

flasflashh

flexflex

Semantic relation (WordNet)

iconiconimage concept

painpaintt

desidesigngn

Semantic relation (ConceptNet)

Concept-based Co-occurrence

photophoto

artart

graphgraph

imageimage

colocolorr

taggintaggingg

researresearchch

ajaxajax

javascrjavascriptipt

flasflashh

flexflex

iconiconimage concept

painpaintt

desidesigngn

art concept

3/8 = 0.375

Profile with Semantic Relationship

?

Others say

I am…

personal view

global viewsocial view

Experiment of Data

•A user’s bookmark collection (from del.icio.us)

•351 bookmark items

•148 distinct tags

•160,000 users bookmarked one of these items

•Visual tool

•Vizster (Heer 2005)

Result of Tag Relationship

Conclusion

•Tagging-based profile

•Profile a person from tags

•Profile from different views

•personal, social, global

•Tag semantic relationship

•More complete profile

Thanks for your attention

2

3 4

1

……

Tagging Analysis

own

tagged on

……

Tag vs. Person Tag vs. Content

java Japan routing

travel 0.84

0.3 0.46 0.57

0.24

Results of Three Viewpoints

My docs

Procedure of semantic relationship analysis

Relationship between tags

•Relationship between tags can

•Reflect how I think

•The structure of my knowledge

catsmusical

Japantravel

Taiwan

cats

musical

travel

Japan

Taiwan

All Aspects Are You

JapanJavaScript

R&Bmusical

map

mapcats

jazz

Japan

dancerdfpop java

travel

dance

Japan

JavaScript

ajax

xml

visualizationlove

theme

Thailand music

al

java

cats

moviecomi

cdance

cats

jazz jav

a

Japan

Taiwan

JavaScript

R&B

map

musical

rdf

pop

subjective profile objective profile

What You Tag

YouAre

Easy to miss tag

?

art design

visual

?

………..………..………..………..

Easy to miss tags

artart

desidesigngn

webwebcolocolorr

visuvisualal

layolayoutut

tutortutorialial

?

?

?

Social reinforcement

photophoto

artart

desigdesignn

imageimage

colocolorr

taggintaggingg

researresearchch

ajaxajax

javascrjavascriptipt

flasflashh

flexflex

social reinforcement

Tag relative co-occurrence

How people think…

Conclusion

•Tag relationship

•Concept-based relative co-occurrence

•Social reinforcement

•More complete profile

Data Modeling

Peter

Joe Evelyn

Janetcomic

travel

java

URL_8……

URL_5……

URL_6……

•A Tripartite Graph (Mika, 2005)

•T = A × C × I

•A: actors

•C: concepts

•I: instances

•H(T)=(V, E)

•V = A∪C∪I

•E = { { a,c,i } | (a,c,i) belongs to T }

A Tuple of Data

Evelyn

java, programming, research

http://xxxx.comown

tagged on

2006/10/10

……

Tag Analysis

•Give each tag a weight as its importance

•Tags vs. Contents

•The capability of a tag for representing the content.

•Tags vs. Profile

•The strength of a tag for representing a person

•Tags vs. Profile vs. Time

•The changes of the tags over time

Tags vs. Contentsy=exp(x)

java

http://xxxx.com……

programmingresearch0.

90.83 0.74

0.67 0.67 0.33

0.79

0. 75

0. 54

0.61

0.69

0.80

0.91

0.650.75

0.80

0.79

0. 54

0. 62

3.82.2

1.16

Tags vs. Profile

Evelyn

java

programming

research

URL_5……

URL_8……

URL_6……

URL_1……

URL_3……

URL_2……

URL_4……

URL_9……

URL_7……

0.9

0.67

0.79

3.8

2.7

1.9

4.0 3.5

0.52 0.43

0.95

0.78

0.89

0.83

0.70.6

1.10.4

2.44

3.54

6.52

EquationsTag vs. Content

Tag vs. Person (Personal)

Tag vs. Person (Social)