Social News Methods of research and exploratory analyses

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1 Social News Methods of research and exploratory analyses Richard Mills Lancaster University

2 Outline Social News Some relevant literature Data Sources Some Analyses Scientific Dialogue on Social News sites Adoption of Social News principles

3 What is Social News?

4

5 Social News Peer Production (Benkler, 2006) Wikipedia = Peer Produced Encyclopaedia Linux = Peer Produced Software Reddit = Peer Produced News? Distributed & Democratic Decision Making Convergence of Old and New Media (Jenkins, 2006)

6 Studying Social News Back-end data Complete record of Votes dumped from web server s database March million Votes, 350,000 Posts, 100,000 Users Anonymous with regard to User and Post identity No Comments data, No data on where Posts appeared Front-end data Data extracted from pages through API (JSON) Full access to qualities of Posts and Comments Aggregate data on Votes at 30-minute intervals Can only monitor some areas in depth (3/4 sub-reddits)

7 Some Research Questions How does the voting system work? Posts How is attention & activity distributed between the various pages which make up reddit? What determines whether a Post will reach the front page? Users Are there different types of reddit User?

8 How does the voting system work? Distribution of Votes between Posts

9 Power Laws Earthquake Magnitude (Gutenberg, 1944) Annual Income (Pareto, 1996) Word Frequency (Zipf, 1949) Links on the Web (Barabasi, 1999) Website Hits (Adamic, 2000) For Review: Clauset et al. 2009

10 7.2% of Posts received 80% of Votes

11 Power Laws on reddit Exponential cut-off suggests much User attention/activity centres on front page Allows reddit Users to have shared understanding of what s on reddit Allows reddit to have a sense of identity Time Penalty is what makes this content News

12 Negative Binomial Regression Voting activity by location Page Coefficient Std Error Votes per minute p value None < SR-New < SR-Main < Front Page < AIC: Dispersion Parameter: Pseudo R-squared: 46.6%

13 Attention by location Negative Binomial Regression Hits by location Page Coefficient Std Error Hits per minute p value None < SR-New < SR-Main < Front Page < AIC: Dispersion Parameter: Pseudo R-squared: 31.2%

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15 Reaching the Front Page Logistic Regression on whether a Post reached the Front Page Coefficient Std Error z value p value Intercept < Early voting < Time on New Page < Pseudo R-squared = 17.5%

16 Reddit Users

17 User Activity

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28 User Strategies

29 User Strategies

30 User Strategies 19.5% of all votes cast within 10s of User s previous vote 43% of these are Negative votes

31 Reddit s coverage of Wikileaks Diplomatic Cables Does reddit s voting system allow conflicting points of view to be heard? or Does the majority rule? Study Period 4 th November to 27 th December Compare coverage on reddit with 4 Newspapers Guardian New York Times Independent Times

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33 Front Page: 249 Posts (27% Politics ) 87,416 comments Politics Sub-reddit: 3,093 Posts

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35 Front page posts

36 Politics Self Posts

37 Front page Politics Self Posts

38 Summary - Research Social News websites focus attention on a small proportion of the content they receive Users make a collective decision about which items will be the focus of attention through voting system Some users employ strategies to maximise their influence on this collective decision Posts espousing opinions on a topic which are in alignment with the majority are more likely to succeed

39 Social News - Scientific Dialogue Science Sub-reddit Plus many subject-specific sub-reddits Ask Science Sub-reddit Scientific Q&A Democratically Mediated Interviews

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42 Adoption of SN principles Use of voting to determine items prominence Political Ideas/Campaigns Democratically selected interview questions Voting on comments to indicate value

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50 Summary Social News Social News principles and mechanisms are becoming more prevalent on the Web Novel approach to Information Overload Crowdsources the tasks of content discovery and assessment Results may tend to over-represent majority opinion

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53 Longitudinal Trends Prevalence of Text Posts increasing Politics Subreddit March 2009 August 2010 December % 9.4% 16.7%

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55 New User Socialisation First Post Reception predicts User Dropout Based on Lampe & Johnston (2005) Slashdot.org Coefficient Std Error z value p value No Votes < Positive Score < Negative Score < 0.001

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58 User Clustering Total Votes Proportion Post Submissions Proportion Negative Votes Account Age Voting Order

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