Trust, online social_networks,_communication_nia_conference_(27_oct2010)final

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  • For example, the linking of a petition to call upon the governing president to be impeached combined with the name of the president occurring frequently and the negative sentiment recorded does point to….
  • Trust, online social_networks,_communication_nia_conference_(27_oct2010)final

    1. 1. WEBOMETRICS INSTITUTE Online Social Networks, Communication, and Trust: Looking for ‘smartness’ of Smartizens Prof. Han Woo Park http://www.hanpark.net •An int’l conference on Digital Culture hosted by NIA (National Informatization Agency) of South Korea, 8 Nov 2010 •Theme: Smartizens - The Future of Smart Citizen in Smart Soci ety
    2. 2. Smartizens: Smart mobs  They [smart mobs] enable people to act to together in new ways and in situations where collective action was not possible before (Rheigngold, 2003, p. xviii)  스마트몹은 라인골드의 2003년 저서 Smart Mobs: The Next Social Revolution에서 나온 신조어로서, 인 터넷 및 모바일 매체를 비롯한 최근 디지털 기술의 공 통점은 “여러 이슈와 상황에 대해서 사람들이 과거에 는 가능하지 않았던 새로운 방식으로 함께 행동하도 록 촉진한다”(xviii)는 점을 강조하는 개념임
    3. 3. Smartizens are not always ‘smart’!  As indicated they name, smart mobs are not always beneficial. Lynch mobs and mobocracies continues to engender atrocities. (Rheigngold, 2003, p. xviii)  스마트몹은 사회에 이로운 형태와 내용으로 항상 존재하는 것이 아니라 디지털 매체의 활용 방식에 따라 여러 역작용을 낳을 수 있음 - 멘탈 인프라(Mental Infra) - 정보문화윤리교육
    4. 4. Collective action on Cyworld Minihompy  Cyworld Minihompy: Launched in 2001, Cyworld remains the most popular service in Korea in spite of a recent decrease in usage  Korea’s Cyworld was arguably the world’s first general purpose mass social networking site  This study analyses user-generated comments poste d to Korean politicians on SNS Cyworld  Sentiment analysis of textual comments  Target link analysis of URLs contained in the comme nts
    5. 5. Sample  130 Korean National Assembly Members’ Cyworld M inihompies.  The data were collected April 2008 – June 2009  153,602 comments were collected  1,276 comments contained links
    6. 6. ① ② ③ The status of minihompy ①How active ②How famous ③How friendly Gender Name Minihompy Visitor count xxx 사진 xxx xxx
    7. 7. Minihompy Logged in User xxx 사진 xxx
    8. 8. IP address Cyworld-IP screen capture Minihompy 사진 xxx xxx xxx xxx xxx
    9. 9. Cyworld-IP screen capture Minihompy 사진 사진 xxx xxx xxx xxx
    10. 10. Sentiment of Korean smartiznes on Cyworld n = 650n = 756 female users posted relatively high levels of positive comments (75.5% ) than male users (67.3%), while male users made more negative com ments (32.7%) than female users (24.5%).
    11. 11. To identify the relationship among gender, comment type, and user activity, posters were divided into four groups: females contributing positive comments (FP), males contributing positive comments (MP), females contributing negative comments (FN), and males contributing negative comments (MN). The FP group was the most active group, the FN group’s activity was similar to that of male groups, and the MP group was more active than the MN group.
    12. 12. Where do Korean smartizens want take us?-Korea Category Domain Comments linking to Domain % Petition agora.media.daum.net 325 17.6 News news.naver.com 150 8.1 SNS cyworld.com 139 7.5 Forum cafe.naver.com 106 5.7 Blog blog.naver.com 72 3.9 Blog blog.daum.net 69 3.7 Blog rokp.tistory.com 61 3.3 NGO bss.or.kr 56 3 Forum cafe.daum.net 51 2.8 Government socialenterprise.go.kr 49 2.7 Total 1078 58.3 Based on 1,078 (58.3%) of 1,849 links to Korean services
    13. 13. Category Domain IP Country Comments linking to Domain % Video-sharing youtube.com United States 15 21.1 Video-sharing video.google.com United States 12 16.9 Government ams.usda.gov United States 5 7 Social welfare thesixsystem.net United States 5 7 News reuters.com United States 5 7 Homepage jameswon.award space.us Germany 3 4.2 Advertising danawa.tk Netherlands 2 2.8 News news.bbc.co.uk United Kingdom 2 2.8 News ireport.com United States 1 1.4 News iht.com United States 1 1.4 Total 51 71.8 Based on 51 (71.8%) of 71 links to overseas services Where do Korean smartizens want take us?-Oversea
    14. 14. Strict Regulation and Cyber-Exile  “Prohibition of Unlawful Distribution or Display of Documents and Pictures”  Article 93 of the Public Official Election Act  No one may distribute or display any materials containing endorsement of or opposition to a candidate/party in 6 months prior to the election  The NEC applies this to blog posts, viewer comments at news sites and tweets among others.  Internet real-name system
    15. 15. What makes Korean smartizens hyperlink to? Category Information provision Network building Identity/image building Audience sharing Message amplification Spam Opposition Female 1 20 0 0 11 9 Opposition Male 3 4 1 1 13 8 Opposition Unknown 0 11 1 0 14 2 Ruling Female 1 6 0 0 29 3 Ruling Male 1 5 0 0 23 7 Ruling Unknown 0 12 0 1 16 3 Total 6 58 2 2 106 32 % 3% 28% 1% 1% 51% 16% Table 6: Comments categorized by link type from the six groups of gender and political affiliation Based on 206 comments agreed on by both coders from the initial set of 300
    16. 16. Sentiment of Korean smartizens to link candlelight protest suicide of ex- president Roh
    17. 17. Findings & Discussion  Males are marginally more likely to comment on Cyw orld Minihompies using links than females  Minihompies managed by ruling politicians were foun d to be of greater prominence than those of the oppo sition parties  Message Amplification and Network Building were fo und to be the dominant purpose for submitting links within user-generated comments.
    18. 18. Unpredicted Twitter growth in Korea  Korea is also known as the Tomb of global IT services (Naver > Google, HWP > MS Word, Nate > global IMs)  As of April 2010, Twitter is one of the most popular micro-blogging SNS services in Korea. Twitter has about 2.1 million unique visitors, and Twitter pages are viewed about 49.5 million times per day (National Informatization Agency, 2010, p. 235).
    19. 19. Cyworld VS Me2Day VS Twitter
    20. 20. Twitter.com VS Twtkr.com  Twtkr is a 3rd party service using Twitter API  Twtkr.com is customized for sending and retrieving Korean twitter messages, and Tweets containing more than the standard 140 character limit are possible  Korean twitter messages are not well indexed in Twitter.com and Twtkr.com provides a search option for Korean Tweets
    21. 21. Twtkr.com VS Twitter.com interface Original Twitter Interface x x x
    22. 22. Sejong City Project  The Sejong City project refers to relocating two-third of administration departments, including the prime minister and other ministers, to a town in Chungnam province. T he town was named after the Great King Sejong in the C hosun Dynasty: a Korean sovereign state that last ed approximately five centuries  Current President Lee MB is trying to change the existing plan structured around relocating several government offices to the city (drafted by ex-Presient Roh MH)  Proponent of original plan: Necessary for regional development  Opponent: Partitioning of the capital would weaken Seoul’s competitiveness
    23. 23. Impact of Smart phone on Twitter style  Twitter users are more likely to send socio-emotional content related to self-presence rather than social information sharing (Naaman, Boase & Lai, 2010)  We examined whether the messages sent from mobi le devices tended to be shorter in terms of the leng th and more interactive (the use of hashtag, mention, reply, retweet)  Qualitatively, we investigated if the messages sent fr om mobile devices were self-focused, less syntactic ally complex, playful, and contained more ph atic communication.
    24. 24. Communication style related to Sejong city project Device Tweets Retweets Reply Mention Hashtag Link Length Mobile 274 158 (57.66%) 26 (9.49%) 19 (6.93%) 8 (2.92%) 85 (31.02%) 102 Mobile & Web 128 46 (35.94%) 19 (14.84%) 3 (2.34%) 3 (2.34%) 36 (28.13%) 101 Web 868 208 (23.96%) 61 (7.03%) 23 (2.65%) 48 (5.53%) 457 (52.65%) 92 TwitKr 691 413 (59.77%) 41 (5.93%) 55 (7.96%) 27 (3.91%) 213 (30.82%) 122 Not available 176 84 (47.72%) 17 (9.66%) 8 (4.55%) 31 (17.61%) 62 (35.23%) 107 Total 2137 909 (42.54%) 164 (7.67%) 108 (5.05%) 117 (5.47%) 853 (39.92%) Average 104.8
    25. 25. Impact of Smart phone on Twitter style  Our results show that 72.95% (1,559) of the 2,137 tweets were posted from the web (i.e., Twitter website: 868 tweets, Twtkr: 691 tweets)  Other postings were from mobile devices, users of w hich tended to send replies (26 tweets, 9.49%)  This might imply that interactive communications happened more frequently when using mobile device s  Regarding the length of a tweet, we did not find signi ficant differences between devices
    26. 26. Source Tweet twtkr 926 Web 파랑새 150 Mobile web 137 Web twitaddons 77 Web TwitBird 37 Mobile Twitter for iPhone 28 Mobile twtbiz 3 Web foursquare 3 Mobile mobile web 3 Mobile 코리안트위터스 1 Web Twilk.com 1 Web Devi ce Tweets Retwe ets Reply Menti on Mobile 221 (16%) 10 (16%) 162 (18%) 19 (10%) Web 1145 (84%) 52 (84%) 736 (82%) 162 (90%) SUM 1366 62 898 181 Device % Mobile 16.17% Web 83.82% Devi ce Tweets Retwe ets Reply Menti on Mobile 221 (100%) 10 (4.52%) 162 (73.30%) 19 (8.60%) Web 1145 (100%) 52 (4.54%) 736 (64.28%) 162 (14.15%) Ministry for Food, Agriculture, Forestry & Fisheries of Korea 농림수산식품부
    27. 27. What does ‘SMART’ stand for?  Small  Mobile  And  Retweet/Reply  Timely The Short Lifespan of a Tweet: Retweets Only Happen Within the First Hour
    28. 28. Does Smart Networking promote Citizenship?  Free, easy online networking via social media allows smartizens to become democratic?  Allows the creation of Habermas’s free discussion Public Sphere?  Sunstein’s Republic.com 2.0 argues (from a U.S. perspective) Cyber-balkanization  the Internet supports diversity, but  individuals choose to cocoon themselves in areas of agreement,  the net result is protection from exposure from differing opinions =  the death of democracy
    29. 29. Five Politicians’ Following-Based Ego Networks Size of no de Color o f node Number of followers 1.5 Yellow 0 to 10,000 3.0 Purple 10,001 to 100,000 3.5 Pink 100,001 to 1,000,000 4.0 Blue More than 1,000,000 Diagram 1. Five Politicians’ Following-Based Ego Networks The size and color of each node corresponds to the number of followers as follows: GG Kang HR Won KW Na DY Chung HC Noh 한나라당 진보신당 민주노동당 민주당
    30. 30. Five Politicians’ Follower-Based Ego Networks Size of node Color of node Number of followers 1.5 Yellow 0 to 10,000 3.0 Purple 10,001 to 100,000 3.5 Pink 100,001 to 1,000,00 0 4.0 Blue More than 1,000,00 0 Diagram 2. Five Politicians’ Follower- Based Ego Networks The size and color of each node corresponds to the number of followers as follows: GG Kang KW Na HR Won DY Chung HC Noh 한나라당 진보신당 민주노동당 민주당
    31. 31. Overlaps in terms of Twitter Followers HR Won GG Kang DY Chung HC Noh KW Na 한나라당 (GNP) 진보신당 (PNP) 민주노동당 (MDP) 민주당 (MP)
    32. 32. HR Won GG Kang DY Chung HC Noh KW Na Overlaps in terms of Twitter Followings 한나라당 진보신당 민주노동당 민주당
    33. 33. Appendix: Twitter VS Me2Day - Twitter: Launched in March 2006, a global service but very popular among Koreans - Me2Day: Launched in February 2007, strongly promoted by the most popular Korean portal site Naver
    34. 34. Twitter vs Me2day
    35. 35. Twitter vs Me2day ㅁ: Twitter - RT, Reply, Me2day – MeToo, Reply, Replay & Post ㅁ : Link
    36. 36. Twitter vs Me2day 출처: 박정남(2010), START 트위터와 미투데이 Service Twitter Me2day Mood Mature, sincere, multifarious Free, Fun, Young, Bright Major User Group mid 20s ~ 40s (more male) 10s ~ 30s (more female) Publishing Style Talk > Soliloquize Soliloquize > Talk Communication Style RT(ReTweet), Replay(=Mention) Metoo, Reply, Reply&Post Advantage A plentiful content of the global services, Numerous Applications, Mature Cultures Korean Service, Connected to NAVER, Free connected with Domestic mobile phone, High quality of service Networking method Follow Follow us + Subscribe
    37. 37. Acknowledgement Research for this paper has been supported by the World Class University (WCU) program through the National Research Foundation of Korea, which is funded by the Ministry of Education, Science and Technology (No. 515-82-06574). Based on ongoing research projects conducted with my colleagues and students at YeungNam University

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