Next generation content recommendation in social networks

Semantic spreading activation
in multidimensional social networks
Nicolas MARIE, Fabien GANDON, Myriam RIBIERE
21/10/2011

COPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED.

MOTIVATING CONTEXT
SEMANTIC SPREADING ACTIVATION
PERSPECTIVES

2

Motivating context
Everything which generate a collective interest has one or several
corresponding social pages on one or several social platforms


Motivating context

“ Social object is the reason why people affiliate
with each specific other and not just anyone.”
J.Engëstrom, 2005


Motivating context
Popular social platforms are now massive,
and highly heterogeneous


Motivating context
Multidimensional


Motivating context


Lived in Friend of

?

Motivating context
• Social web & semantic web synergies are increasing

SemSNA

2000 2005 2008 2008 2009

http://ns.inria.fr/ocso/

2010

Motivating context

• A major step…

http://graph.facebook.com/
http://developers.facebook.com/docs/reference/api/#objects


Motivating context

Making sense from large, heterogeneous social graphs

Motivating context
Problem statement: users need more intuitive ways to navigate
and access this enormous and heterogeneous content

Overtaking search
and browsing limits

“On-the-fly” content recommendation using semantics


MOTIVATING CONTEXT
PERSPECTIVES

12


• Why semantic spreading activation ?
- Spreading activation [Collins and Loftus, 1975] was designed to be
applied on associative networks
- It was successfully applied in a lot of recommender systems eg.
[Kovac and Ueno, 2006]
- It showed very interesting performance on huge datasets
[LarKC,2008]
- Integration of semantics in spreading activation process showed
very encouraging results [Rocha and al., 2004]



Polycentric stimulations (illustrative values)

0,6
+
0,2 1

+ 0,6
1 1

0,2 0,2 0,8



Interest simulation through polycentric stimulations
(illustrative values and results)

0,6
+
0,2 0,8
0,1

+ 0,6
1 1
0,2

0,2 0,2 0,8



Classic x
Spreading z
Activation
y
[Anderson, 1983]


[Anderson, 1983]

1 x

z
y
0,8



type1

Semantic x
Spreading
Activation type2

[Our proposal, 2011] y z
type3


Our proposal

type1
1
x If = ,
t1 t1

If ≠ ,
type2
0,8 t2 t3
y z
type3



dbpedia…Category:Romantic_paintings dbpedia.org/resource/Tennis
dbpedia.org/resource/Paris dbpedia.org/resource/Paris

• The_Raft_of_the_Medusa,0.807 • http://www.fft.fr/, 0.449
• Liberty_Leading_the_People,0.802 •en.wikiFédération_Française_Tennis, 0.367
• en.wiki[…]Raft_of_the_Medusa,0.688 • Category:1920_establishments_in_Fr…,0.24
• Louvre,0.686 • Federation_Francaise_de_Tennis,0.24
• Category:RomanticPaintings,0.686 • Category:Tennis_organisations,0.24
• en.wiki.Liberty_Leading_the_People,0.684 • Jean_Gachassin,0.24
• Category:PaintingsOfTheLouvre,0.612 • French_Tennis_Federation,0.24
• Théodore_Géricault,0.459 • Category:Tennis_in_France,0.24
• http://www.louvre.fr/llv/oeuvres/ , 0.459 • Stade_Roland_Garros, 0,09
• Category:Thé…Géricault_paintings, 0,200 • List…Fr…OpenMenSingles_champions, 0,06


dbpedia…Category:Romantic_paintings dbpedia…Category:Romantic_paintings
dbpedia.org/property/museum
• The_Raft_of_the_Medusa,0.807 • Liberty_Leading_the_People,0.748
• Liberty_Leading_the_People,0.802 • The_Raft_of_the_Medusa,0.668
• en.wiki[…]Raft_of_the_Medusa,0.688 • en.wiki….The_Raft_of_the_Medusa,0.110
• Louvre,0.686 • Death_of_Sardanapalus,0.104
• Category:RomanticPaintings,0.686 • Orphan_Girl_at_the_Cemetery,0.094
• en.wiki.Liberty_Leading_the_People,0.684 • Louvre,0.091

• Category:PaintingsOfTheLouvre,0.612 • Category:RomanticPaintings,0.091
• en.wiki...Liberty_Leading_the_People,0.0819
• Théodore_Géricault,0.459
• The_Women_of_Algiers,0.0812
• http://www.louvre.fr/llv/oeuvres/ , 0.459
• Category:PaintingsOfTheLouvre,0.0793
• Category:Thé…Géricault_paintings, 0,200
• GreeceOnTheRuins_of_Missolonghi,0.076


dbpedia…Category:Romantic_paintings dbpedia…Category:Romantic_paintings
http://purl.org/dc/terms/subject
• The_Raft_of_the_Medusa,0.807 • en.wiki…Liberty_Leading_the_People,0.561
• Liberty_Leading_the_People,0.802 • Louvre,0.541
• en.wiki[…]Raft_of_the_Medusa,0.688 • Category:RomanticPaintings,0.541
• Louvre,0.686 • en.wiki…The_Raft_of_the_Medusa,0.501
• Category:RomanticPaintings,0.686 • Category:PaintingsOfTheLouvre,0.489
• en.wiki.Liberty_Leading_the_People,0.684 • La_Liberté_guidant_le_Peuple,0.374

• Category:PaintingsOfTheLouvre,0.612 • Liberty_leading_the_people,0.374
• Category:Liberty_symbols,0.374
• Théodore_Géricault,0.459
• Liberty_disambiguation,0.374
• http://www.louvre.fr/llv/oeuvres/ , 0.459
• Category:1830_paintings,0.374
• Category:Thé…Géricault_paintings, 0,200
• Category:EugèneDelacroixPaintings,0.374


MOTIVATING CONTEXT
PERSPECTIVES

24

Perspectives – semantic distance
• Use underlying schemas to compute an advanced semantic
distance measure between nodes

Semantic distance ?
[Corby and al, 2008]


Perspectives – semantic distance

Today (just a start) Tomorrow

t1 t1
t2 t3


Perspectives – social interactions exploitation

…Louvre…
…Delacroix…
…Louvre…

…Delacroix…

E. Delacroix social page

Louvre social page

Users interactions similarity ?


Conclusion

• Synergies between social and semantic web open new
research perspectives and semantics can help to make sense
from social networks data.

• First tests show encouraging results for semantic spreading
activation and multiple improvements are possible

• Interactions centered around social objects are high valued
for recommendation process and can make it dynamic


Publications

• Nicolas Marie, Fabien Gandon. Advanced social objects recommendation
in multidimensional social networks. Social Object Workshop 2011,
Boston, USA (paper)
• Nicolas Marie, Fabien Gandon, Myriam Ribière. Pervasive sociality :
advanced social objects recommandation. Web Science 2011 , Koblenz,
Germany (poster)
• Nicolas Marie, Fabien Gandon, Myriam Ribière. L’ontologie OCSO : une
ontologie pour le futur du web social. IC2011, Chambéry, France(poster)
• Johann Stan, Myriam Ribiere, Jerome Picault, Lionel Natarianni, Nicolas
Marie. Semantic-Awareness for a Useful Digital Life. IGI Global Book:
Social Network Analysis and Mining (book chapter), 2010.


Object centered sociality : Main references
- J. Engestrom “Why some social network services work and others don't ? or: the case for
object-centered sociality”, blog posting, 2005

Spreading activation :
- A. Collins and E. Loftus, “A Spreading Activation Theory of Semantic Processing”.
Psychological Review, vol. 82, pp. 407-428, 1975.
- J. R. Anderson, “A spreading activation theory of memory”. Journal of Verbal Learning and
Verbal Behavior, 22, 261-295, 1983
- C. Rocha, D. Schwabe and M.P. de Aragão: “A Hybrid Approach for Searching in the
Semantic Web”. In Proc. of the 13th International World Wide Web Conference (WWW
2004), NY, 374-383, 2004.
- A. I. Kovacs and H. Ueno. “Recommending in context: A spreading activation model that is
independent of the type of recommender system and its contents”. In Vicent Wade, Helen
Ashman, and Barry Smyth, editors, Proceedings of the AH2006. Springer, 2006.
- LarKC (2008) Spreading activation components (v1) A Kiryakov, D Ognyanoff, I Peikov, R
Velkov… - LarKC project, deliverable D

Semantic distance:
- Olivier Corby, Rose Dieng-Kuntz, Catherine Faron-Zucker, and Fabien Gandon, "Searching
the Semantic Web: Approximate Query Processing based on Ontologies," IEEE Intelligent
Systems Journa , vol. 1, no. 21, 2006.


•Thank you for your attention !

Questions ?

Follow us @ http://ncmarie.tumblr.com


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