The overwhelming success of the web 2.0, with online social networks as key actors, has induced a paradigm shift in the nature of human interactions. The user-driven character of these services for the first time has allowed researchers to quantify large-scale social patterns. However, the mechanisms that determine the fate of networks at a system level are still poorly understood. For instance, the simultaneous existence of numerous digital services naturally raises the question under which conditions these services can coexist. In analogy to population dynamics, the digital world is forming a complex ecosystem of interacting networks whose fitnesses depend on their ability to attract and maintain users' attention, which constitutes a limited resource. In this paper, we introduce an ecological theory of the digital world which exhibits a stable coexistence of several networks as well as the domination of a single one, in contrast to the principle of competitive exclusion. Interestingly, our model also predicts that the most probable outcome is the coexistence of a moderate number of services, in agreement with empirical observations.
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
λi = ωi(ρa)λ
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 σ=0.8
ρ1
a
ρ2
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 σ=1.2
ρ1
a
ρ2
a
Stable
Unstable
0.50 0.75 1.00 1.25 1.50
0.00
0.25
0.50
0.75
Bifurcation diagram
ρ1
a
0.0 0.5 1.0 1.5
0.50
0.75
σ
σ
ρ1,2
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
digital diversity
freedom of information.
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. 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:
• 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. 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:
• 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