Arcomem training Cultural Analysis Advanced

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This presentation on Cultural Analysis is part of the ARCOMEM training curriculum. Feel free to roam around or contact us on Twitter via @arcomem to learn more about ARCOMEM training on archiving Social Media.

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Arcomem training Cultural Analysis Advanced

  1. 1. CULTURAL ANALSYS OF CRAWLED CAMPAIGNS USE CASES: US elections - Rock am Ring
  2. 2. Why cultural analysis – there are significant differences in the general characteristics of the Twitter network in different countries, – And more generally, in the different social media, – differences should be taken into account in designing crawling and preservation strategies,
  3. 3. US Elections 2012 Crawl • We crawled tweets on the US elections 2012 using some target key words (e.g., obama, romney, republican,…) from 1st to 11th November 2012 to • Let’s analyze them from a language perspective
  4. 4. Languages distribution exhibits a power-law
  5. 5. Language’s usage are power distributed • What does it means here “a power law” – By analyzing the figure, the largest majority of engaged users are tweeting in the same language “english” (exponentially more than tweets in othe languages) –  Ok, it is not suprising!
  6. 6. What about user engagement • Do people engage in the same way whatever the language? • How can we measure user engagement ? • There is many ways, one simple is: – The average number of tweets by user in a specific language.
  7. 7. User engagement 0 2 4 6 8 10 12 14 16 18 20 en es de it in ar pt fr pl ko nl ja tr sv tl u… da vi lt fa zh ru no is th el hu id ur iw bg ne ta hy hi bn si my ml km bo pa te ka kn gu lo #users/#tweets Chinese and Iranian are highly Interested by US elections!! 6127 tweets in farsi done by 430 users 5282 tweets in 282 in Chinese Language-based user engagement
  8. 8. Farsi and Mandarin, the us election’s languages. • User engagement is higher in Farsi or in Mandarin than in English – It means, there is fewer people tweeting in Farsi or Mandarin, but, people when considering people tweeting about the uselection, then people tweeting in Farsi or in Mandarin tweets in average more about uselection than people tweeting in english. –  It reveals an important cultural information taken out from the social media. Us elections get a great audience from farsi (Iran) speakers and mandarin (Chinese).
  9. 9. Rock am Ring campain • Let’s do the same analysis on Rock am Ring event, by again crawling tweets from a set of key words related to the event • But this time, let’s analyze countries • The country information can be in majority of cases extracted from the user profiles.
  10. 10. Countries distributions 0 1000 2000 3000 4000 5000 6000 7000 8000 9000 #tweets #users Geo-location activity
  11. 11. What do we observe? • Germany, United States and Brazil are the countries more engaged on Twitter for the event
  12. 12. User engagement ? 0 1 2 3 4 5 6 Germany United Brazil Japan Spain Indonesia Chile Argentina Mexico India France Venezuela Canada Russia Netherlands Norway Colombia Italy Turkey Australia Belgium Nigeria Switzerland South Poland Austria Thailand Portugal #tweets/#users Geo-location user engagement
  13. 13. User engagement • This time, user engagement analysis seems to tell us that users located in “Thailand” a very engaged with “Rock am Ring” • Be careful, the sample is too small (40 tweets) to assess any statistical significance about this observation! • Try to collect more Tweets.

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