1) The document discusses the shift from a "Web of Documents" to a "Web of Creativity" where people are massively collaborating to create new content. 2) It analyzes social networks and communities that have formed among creators on a Japanese video sharing site called NicoNicoDouga. Creators reference each other's work and different types of creators like songwriters and illustrators interact. 3) Central figures called "key persons" emerge who trigger creative activity in tight-knit communities detected through social network analysis. Songwriters in particular seem to spur new content creation.

1. A New Style of CreativityFrom Web of Documents to Web of CreativityHideaki Takedatakeda@nii.ac.jpNational Institute of InformaticsJoint work with Masahiro Hamasaki (AIST)

2. OutlineCommunity WebThe model for Community WebSocial mediaMassively collaborative creationSocial analysis of massively collaborative creation on a video sharing siteConclusion

3. Apple, Inc. 2001

4. Information CirculationCollectDonateCreateGoogleHTML editorsWWW ServersA new cycle is emerged!Modified from Ben Shneiderman’s matrix of human activities (“Leonardo's Laptop”)

5. Information CirculationCollectDonateCreateCollecting informationPast: Libraries (limited just for books)Now: GoogleCreating new informationPast: creating from the scratchNow: creating with knowing other existing informationDonating (publishing) informationPast: Books, Journals, Mass Media (difficult part for ordinary people)Now: WWW

6. CreateInternet as Information ActivitiesCreateCreateCreateCollectDonateDonateCollectCollectCollectDonateDonateInternet

7. Change of Information Circulation SystemPros:Change of power: from limited people to everyoneChange of scale: from limited sources to unlimited sourcesChange of content: from qualified contents to everyday/everyone contentsCons:Lost of controlEven criminal information can be distributed Lost of quality assurance

8. Information and Communication Activities Information layerconcerns how information is explicitly represented and processed.Information LayerCreateCollectDonateTwo layers for our activities WWW ServersHTML editorsGooglesomething is missingPeople!

9. Information layerconcerns how information is explicitly represented and processed.

10. Communication layer concerns how relationship among people are organized and maintained, which is potential route for information. Communication LayerCollaborateRelatePresentInformation and Communication ActivitiesInformation LayerCreateCollectDonateTwo layers for our activities

11. Web as CommunicationWeb was created for research communityIt is designed mainly for data and information exchangeBut it was soon used for communication too

12. Web as CommunicationTypical Web PageData and information on researchInformation for self introductionWhat’s newLinks for colleaguesPages for groupsInformation for CommunicationMy web page around 1996

13. Web as CommunicationTypical Web PageData and information on researchInformation for self introductionWhat’s newLinks for colleaguesPages for groupsWeblog(Blog)SNSWikiInformation for Communication

14. BlogRelatePresentCollaborateCollectDonatePublishing information through identification over timeInformation LayerCreateBlog (Blog tools9Communication LayerBlog as Identity for individualBlog as Identity for individual

15. SNSRelatePresentCollaborateCollectDonateCommunication and publishing with personal networkInformation LayerCreateCommunication Layer

16. wikiRelatePresentCollaborateCollectDonatePublishing with collaborationInformation LayerCreateCommunication Layer

17. Community WebRelatePresentCollaborateCollectDonateSocial MediaExplicit support for both layersSeamless support over two layersCompound support over two layers: social media and its extensionInformation LayerCreateCommunication Layer

18. Social MediaMedia consists of interaction among massive participants that are widely distributed in the society.Via Social NetworkVia CommunitiesExamplesMass Media (TV, News Papers) …NoWeb … No in general BBS … YesBlogs … YesSNS … YesSocial tagging (Social bookmarking, Social news)… YesVideo Sharing … Yes

19. Massively Collaborative CreationCreative activity through social mediaExamplesBBS Q&A Sites (Yahoo! Answers[usa], Yahoo!Chiebukuro[jp], Naver Knowledge iN [kr] …)WikipediaNicoNicoDouga (Video sharing site) cf. YoutubeFeaturesMassive participationGenerating new contentsInteraction affects generation of new contents

20. Massively Collaborative Creation (cont.)Different ways of affections by interaction to content creationContents = InteractionInteraction logs are used as contentsEx.) BBS, Q&A, etcInteraction influences content generation Content =/= InteractionContents are generated under the influence of interactionEx.) Flickr (images vs. tags), Youtube (movies vs. comments),Interaction is embedded into content generationContents are created collaboratively Ex.) Wikipedia, NicoNicoDouga

21. What is “NicoNicoDouga” ?NicoNicoDougais the one of the most popular video sharing website in JapanThe most interesting function is the direct overlaying of comments on videosVideoOverlaid comments Timeline view of user comments

22. Three types of interaction on NicoNicoDougaEmbedded interaction on the systemAudience and AudienceSharing comments to same videoFeeling pseudo synchronizationUsers feel they watch a video together!Emergent InteractionAudience and CreatorsGood feedback for creatorsCreators can get pin-point comments from usersCreators and CreatorsAudience become a creator

23. HatsuneMikuHatsuneMiku is a version of singing synthesizer application software (“vocaloid”)A user can make a singing song by giving a music note with lylic (piano roll)It has inspired many people to produce various music, picture, and video compositions

24. Example!!Title: Shooting star –short ver.- like an ending movieCreator: ussyURL: http://www.nicovideo.jp/watch/sm2030388

25. Re-using network on NicoNicoDouga & HatsuneMikuPictureMany pictures by many authorsSongShooting starCreator: minatoSong and Movie3D modelShooting star –short ver.-like an ending movieCreator: ussyShooting star–complete ver.-Creator: FEDis3D modelMovie3D Miku sings ‘01_ballede’Creator: kiokioSongmelody…Creator: mikuru396melody… 3D PV ver1.50 Creator: ussy

26. A partof network of re-using relationship among creators using HatuneMiku on NicoNicoDougaOur interests What types of social network do creators have?

27. How different types of creators interact to create new content through their social network?Our approachWe adopted a method of social network analysisFindingsThe creator’s network consists of a large and sparse componentDifferent categories of creators have different roles in evolving the networkCreators’ behavior is similar to audiences’ oneIt likes Web2.0 style (A consumer is a creator!)Some of communities in the network are centralized, and have specific tagsThe characteristic (“a few popular creator and others”) becomes stronger with time

28. Social Data of HatsuneMiku on NicoNicoDouga36,709 videos with tag ’HatsuneMiku’ (31 May 2008) Select 7,138 videos viewed more than 3,000 timesCrawled during 1–5 June 2008The metadata include view times, uploaded date, uploader name, tags, and a description7,138 videos were uploaded by 2,911 unique contributorsNote: We regard the uploader as the video creator On NicoNicoDouga, only the uploader is identifiedThe uploadermay not be the creator of the vide

29. How to make networks among moviesThe description of the movie often includes hyperlinks to other videos showing trail of the video’s creationOn NicoNicoDouga, a creator often cites other videos if a sound, image, or any part of another video is used as acknowledgementBy tracing these hyperlinks, we generated a reference network of videosAmong the collected videos, 4,585 videos include hyperlinks in the descriptionMovie network4,585 nodes (videos)12,507 links (hyperlinks)

30. Videos’ network nodes: 4,585 edges: 12,507

31. How to make network among creatorsWe set a relation from creator of video A to creator of video B if video A has link to video BIt implies that Creator A uses contents of Creator BIn this way, we generated a network among creatorsCreators network2,164 nodes (creators) 4,368 links (relationships among creators)We regard this network as a social network of creatorsVideo’s networkABvideovideoCreator’s network

32. Creators’ network nodes: 2,164 edges: 4,368Red: SongwritingBlue: Song creationGreen: Illustration

33. Characteristics of the Creators NetworkThe network is large and sparseThe diameter of this network is 21Scale free networkA few nodes (creators) gather many links (citation)Network centrality correlated to the number of play timesMany cited videos are popular for usersCreators’ behavior is similar to audiences’ one

34. Category of Creation ActivityWe classified creative activities related to HatsuneMiku into four categories: SongwritingCreate an original song (lyrics and melody)Song creationTune the software to create singing songsIllustrationDrawpictures, textures, and create 3D modelsProduce many different scenes and facial expressionsEditingChoice videos and package them to one videoWe classify creators semi-automatically using tags on videos

35. Relationship among categories of creationMany creators re-use Songwriting creators’ contentsMany Illustration creators re-use others’ contents5820370I(Illustration)C(Song creation)131102652001495958I&CW(Songwriting )W&C75149241unknown5368W&IW&I&C152

36. Community on Creators NetworkWe analyze the creators’ communityThe term ”creators’ community” means a tight group of nodes within social network of creatorsWe adopt Newman clustering to detect such communities from the social network of creatorsNewman clustering generated 83 clusters (communities) from the social network of creatorsWe especially investigated 7 clusters of which the size is greater than 50

38. Structure of the biggest clustersCentralizaiton: an index of the centrality of a networkX^2: a degree of bias of tags in the clustersKey person: a node that has the most linksThe number of links of the node should be more than 10 percent of the clusterW: SongWriting, C: Song Creation, I: Illustration

39. Structure of the biggest clustersSongwriting is often a key person, meaning that Songwriting triggers creative activityCentered clusters often have a high degree of bias of tagsCentralized community often have community specific tags W: SongWriting, C: Song Creation, I: Illustration

40. Cluster 1TypeCenteredKey personSongwritingMajorityIllustration

41. Cluster 2TypeMessyKey personnoneMajorityIllustration

42. Cluster 3The key person of this cluster introduced a character called ``HachuneMiku'' (an infantilized version of the HatsuneMiku mascot) with leakTypeCenteredKey personIllustration &Song creationMajorityIllustration ,Song creation

43. Cluster 4Type

44. Messy

45. Key person

46. None

47. Majority

48. IllustrationCluster 5TypeCenteredKey personIllustrationMajorityIllustrationThe key person of this cluster developed the tool to program complex motions to 3D model

49. Cluster 6TypeCenteredKey personSongwriting & IllustrationMajoritySong creation

50. Cluster 7TypeCenteredKey personSongwritingMajoritySong creation

51. Possibility of “Web of Creativity”Population of “Creative People”Population of Social media People