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On the Behaviour of Deviant Communities in Online Social Networks (Mauro Coletto, Luca Maria Aiello, Claudio Lucchese, Fabrizio Silvestri)

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On-line social networks are complex ensembles of inter-linked communities that interact on different topics. Some communities are characterized by what are usually referred to as deviant behaviours, conducts that are commonly considered inappropriate with respect to the society’s norms or moral standards. Eating disorders, drug use, and adult content consumption are just a few examples. We refer to such communities as deviant networks. It is commonly believed that such deviant networks are niche, isolated social groups, whose activity is well separated from the mainstream social media life. According to this assumption, research studies have mostly considered them in isolation. In this work we focused on adult content consumption networks, which are present in many on-line social media and in the Web in general. We found that few small and densely connected communities are responsible for most of the content production. Differently from previous work, we studied how such communities interact with the whole social network. We found that the produced content flows to the rest of the network mostly directly or through bridge-communities, reaching at least 450 times more users.We also show that a large fraction of the users can be inadvertently exposed to such content through indirect content resharing. We also discuss a demographic analysis of the producers and consumers networks. Finally, we show that it is easily possible to identify a few core users to radically uproot the diffusion process. We aim at setting the basis to study deviant communities in context.

Published in: Internet

On the Behaviour of Deviant Communities in Online Social Networks (Mauro Coletto, Luca Maria Aiello, Claudio Lucchese, Fabrizio Silvestri)

  1. 1. On the behavior of deviant communities in Online Social Networks Mauro Coletto, Luca Maria Aiello Claudio Lucchese, Fabrizio Silvestri
  2. 2. ICWSM 2016 On the Behaviour of Deviant Communities in Online Social Networks • Mauro Coletto, Luca Maria Aiello, Claudio Lucchese, Fabrizio Silvestri http://www.aaai.org/ocs/index.php/ICWSM/ICWSM 16/paper/view/13059
  3. 3. Conducts that are considered inappropriate with respect to the society’s norms or moral standards. Deviant Behavior
  4. 4. For the first time, we study the interactions of deviant communities with the rest of the social network.
  5. 5. Data 146 M queries Adult dictionary Adult blogs: 76 K Reblog network (1 month) 14 M nodes, 472 M edges Follow network 130 M nodes, 7 B edges http://github.com/hpclab/DevCommunities
  6. 6. Q1: What is the structure of the deviant community?
  7. 7. Q2: How does its content spread in the social network?
  8. 8. Majority illusion: More than 71% of nodes reblog less deviant content than the average of their friends.
  9. 9. Q3: Who are the actors involved in the process? Demographic data about 1.7 M users
  10. 10. Targeted intervention
  11. 11. TUMBLR USERS: 72% 28 %
  12. 12. PRODUCERS: 18% ♀ 82% ♂ USERS: 72% ♀ 28% ♂ CONSUMERS: 68% ♀ 32% ♂
  13. 13. AVG NUM OF PEOPLE PER INTERVAL (5 years): 25K (M), 49K (F)
  14. 14. We hope that our work will motivate researchers who study deviant behaviors to consider them in context.
  15. 15. Contact: mauro.coletto@imtlucca.it Thank you for your attention.

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