From the Evolution of Online Social Networks to Digital Ecology in a Nutshell

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1. Kaj Kolja KLEINEBERG Marin BOGU @KoljaKleineberg Universitat de Barcelona kkl@ffn.ub.edu Digital Ecology in a nutshell 2. Motivation Evolution and ecology of OSNs World model Summary & outlook Multiscale theory of the digital world: From individual ties to globally interacting networks Individuals Interacting Worldwide Model Strength of social ties Result Weak ties have higher transmissibility Viral + media effect & under- lying structure Viral effect is about four times stronger Rich-get-richer & diminishing returns Coexistance of a moderate number of services Network of net- works & effective activity Local networks can prevail under certain conditions Focus 12 3 101 - 102 105 - 106 106 - 109 >109 Order Isolated network networks PRX 4, 031046 Sci. Rep. 5, 10268 arxiv:1504.01368 2 3. Motivation Evolution and ecology of OSNs World model Summary & outlook Multiscale theory of the digital world: From individual ties to globally interacting networks Individuals Interacting Worldwide Model Strength of social ties Result Weak ties have higher transmissibility Viral + media effect & under- lying structure Viral effect is about four times stronger Rich-get-richer & diminishing returns Coexistance of a moderate number of services Network of net- works & effective activity Local networks can prevail under certain conditions Focus 12 3 101 - 102 105 - 106 106 - 109 >109 Order Isolated network networks PRX 4, 031046 Sci. Rep. 5, 10268 arxiv:1504.01368 3 4. Motivation Evolution and ecology of OSNs World model Summary & outlook Multiscale theory of the digital world: From individual ties to globally interacting networks Individuals Interacting Worldwide Model Strength of social ties Result Weak ties have higher transmissibility Viral + media effect & under- lying structure Viral effect is about four times stronger Rich-get-richer & diminishing returns Coexistance of a moderate number of services Network of net- works & effective activity Local networks can prevail under certain conditions Focus 12 3 101 - 102 105 - 106 106 - 109 >109 Order Isolated network networks PRX 4, 031046 Sci. Rep. 5, 10268 arxiv:1504.01368 4 5. Motivation Evolution and ecology of OSNs World model Summary & outlook Evolution of isolated online social networks is governed by underlying social structure and two dynamical processes Online social network layer Traditional contact network layer Active Online & offline Passive Online & offline Susceptible Only offline Mass media activation Viral activation Deactivation Viral reactivation 5 6. Motivation Evolution and ecology of OSNs World model Summary & outlook Multiscale theory of the digital world: From individual ties to globally interacting networks Individuals Interacting Worldwide Model Strength of social ties Result Weak ties have higher transmissibility Viral + media effect & under- lying structure Viral effect is about four times stronger Rich-get-richer & diminishing returns Coexistance of a moderate number of services Network of net- works & effective activity Local networks can prevail under certain conditions Focus 12 3 101 - 102 105 - 106 106 - 109 >109 Order Isolated network networks PRX 4, 031046 Sci. Rep. 5, 10268 arxiv:1504.01368 6 7. Motivation Evolution and ecology of OSNs World model Summary & outlook Multiscale theory of the digital world: From individual ties to globally interacting networks Individuals Interacting Worldwide Model Strength of social ties Result Weak ties have higher transmissibility Viral + media effect & under- lying structure Viral effect is about four times stronger Rich-get-richer & diminishing returns Coexistance of a moderate number of services Network of net- works & effective activity Local networks can prevail under certain conditions Focus 12 3 101 - 102 105 - 106 106 - 109 >109 Order Isolated network networks PRX 4, 031046 Sci. Rep. 5, 10268 arxiv:1504.01368 7 8. Motivation Evolution and ecology of OSNs World model Summary & outlook Digital ecosystem is formed by multiple networks competing for the attention of individuals OSN 2 OSN 1 Underl. network Active Passive Susceptible Partial states} Virality share Distribution between OSNs i = i(a) Rich-get-richer more active networks obtain higher share 8 9. Motivation Evolution and ecology of OSNs World model Summary & outlook Ecological theory of the digital world explains why we observe a moderate number of coexisting networks Unstable FP Stable FP 0.0 0.2 0.4 0.6 0.8 1.0 0.0 0.2 0.4 0.6 0.8 1.0 Coexistence =0.8 1 a 2 a Unstable FP Stable FP 0.0 0.2 0.4 0.6 0.8 1.0 0.0 0.2 0.4 0.6 0.8 1.0 Domination =1.2 1 a 2 a Stable Unstable 0.50 0.75 1.00 1.25 1.50 0.00 0.25 0.50 0.75 Bifurcation diagram 1 a 0.0 0.5 1.0 1.5 0.50 0.75 1,2 a Coexistence despite rich-get-richer Moderate digital diversity Sci. Rep. 5, 10268 9 10. Motivation Evolution and ecology of OSNs World model Summary & outlook Multiscale theory of the digital world: From individual ties to globally interacting networks Individuals Interacting Worldwide Model Strength of social ties Result Weak ties have higher transmissibility Viral + media effect & under- lying structure Viral effect is about four times stronger Rich-get-richer & diminishing returns Coexistance of a moderate number of services Network of net- works & effective activity Local networks can prevail under certain conditions Focus 12 3 101 - 102 105 - 106 106 - 109 >109 Order Isolated network networks PRX 4, 031046 Sci. Rep. 5, 10268 arxiv:1504.01368 10 11. Motivation Evolution and ecology of OSNs World model Summary & outlook Multiscale theory of the digital world: From individual ties to globally interacting networks Individuals Interacting Worldwide Model Strength of social ties Result Weak ties have higher transmissibility Viral + media effect & under- lying structure Viral effect is about four times stronger Rich-get-richer & diminishing returns Coexistance of a moderate number of services Network of net- works & effective activity Local networks can prevail under certain conditions Focus 12 3 101 - 102 105 - 106 106 - 109 >109 Order Isolated network networks PRX 4, 031046 Sci. Rep. 5, 10268 arxiv:1504.01368 11 12. Motivation Evolution and ecology of OSNs World model Summary & outlook Network of multi-layer networks describes the worldwide digital ecology for the 80 largest countries Active Passive Susceptible Partial states} Local network Global network Effective activity 12 13. Motivation Evolution and ecology of OSNs World model Summary & outlook Local networks always become extinct for intermediate activity affinity but can survive otherwise 13 14. Motivation Evolution and ecology of OSNs World model Summary & outlook Multiscale theory of the digital world: From individual ties to globally interacting networks Individuals Interacting Worldwide Model Strength of social ties Result Weak ties have higher transmissibility Viral + media effect & under- lying structure Viral effect is about four times stronger Rich-get-richer & diminishing returns Coexistance of a moderate number of services Network of net- works & effective activity Local networks can prevail under certain conditions Focus 12 3 101 - 102 105 - 106 106 - 109 >109 Order Isolated network networks PRX 4, 031046 Sci. Rep. 5, 10268 arxiv:1504.01368 14 15. Motivation Evolution and ecology of OSNs World model Summary & outlook Multiscale theory of the digital world: From individual ties to globally interacting networks Individuals Interacting Worldwide Model Strength of social ties Result Weak ties have higher transmissibility Viral + media effect & under- lying structure Viral effect is about four times stronger Rich-get-richer & diminishing returns Coexistance of a moderate number of services Network of net- works & effective activity Local networks can prevail under certain conditions Focus 12 3 101 - 102 105 - 106 106 - 109 >109 Order Isolated network networks PRX 4, 031046 Sci. Rep. 5, 10268 arxiv:1504.01368 NetSci Tuesday 2.6. 10:00 @ LC2S2 NetSci Wednesday 3.6. 17:20 in A5+A6 15 16. Just as a monopoly in economy is a threat to free markets, the lack of poses a threat to the digitaldiversity freedomofinformation. 17. Motivation Evolution and ecology of OSNs World model Summary & outlook Digital diversity is important. So write down the references and contact information now! References: K.-K. Kleineberg, M. Bogua. PRX 4, 031046, 2014 K.-K. Kleineberg, M. Bogua. Sci. Rep. 5, 10268, 2015 K.-K. Kleineberg, M. Bogua. arxiv:1504.01368, 2015 Kaj Kolja Kleineberg: kkl@ffn.ub.edu @KoljaKleineberg in Kaj Kolja Kleineberg 17 18. Motivation Evolution and ecology of OSNs World model Summary & outlook Digital diversity is important. So write down the references and contact information now! References: K.-K. Kleineberg, M. Bogua. PRX 4, 031046, 2014 K.-K. Kleineberg, M. Bogua. Sci. Rep. 5, 10268, 2015 K.-K. Kleineberg, M. Bogua. arxiv:1504.01368, 2015 Kaj Kolja Kleineberg: kkl@ffn.ub.edu @KoljaKleineberg Slides! in Kaj Kolja Kleineberg 17 19. Motivation Evolution and ecology of OSNs World model Summary & outlook CREATIVE COMMONS CREDITS Social media chalk: mkhmarketing.wordpress.com Network "ring": Adam Beasley Boxing gloves: Gabriele Fumero World: Lorenzo Baldini Megaphone: Alex Auda Samora Biohazard: Shailendra Chouhan Layer icon: Mentaltoy Balance (scale) icon: Roman Kovbasyuk Broken tie: Death symbol: Mila Redko Pie Chart: P.J. Onori Money sack: Lemon Liu Team icon: Joshua Jones Hand icon: irene hoffman arm with muscle: Sergey Krivoy No: P.J. Onori dinosaure: John Caserta Local: Phil Goodwin Summary (article) icon: Stefan Parnarov flower: Nishanth Jois Read magazine: Evan Travelstead twitter: OliM Globe: Ealancheliyan s Local: Phil Goodwin Icons: thenounproject.com Kaj Kolja Kleineberg: kkl@ffn.ub.edu @KoljaKleineberg in Kaj Kolja Kleineberg 18