BrightonSEO - Is this presentation going to be ‘fleek’?

Isthispresentationgoingtobe‘fleek’?

2nd September2016DanielKershaw

“Language,neverforget,ismorelikefashionthanscience,andmattersofusage,spelling,andpronunciationtendtowanderaroundlikehemlines”- BillBryson,TheMotherTongue:EnglishandHowItGotThatWay

LanguageisinconstantchangeOnlinecommunicationaddsextrapressurethoughthemergingoftimeandspace

– Awesomesauce– Bants– beero’clock– brainfart– Brexit– bruh

LanguageisContentlyChanging

Metcalf’sFudgeFrequencyofthewordUnobtrusivenessoftherodDiversityofusersandsituationsGenerationofotherformsandmeaningsEnduranceoftheconcept

GroundedModels

Barnhart’sVfrgt(V)Numberofforms(F)Frequencyofword(R)Numberofsources(G)Numberofgenera(T)TimeSpanofWord

LinguistsandlexicographersaimtounderstandlanguageDevelopedheuristicstoaidthedecisiontoincludewordsindictionaries

TheData

Twitter Redditu

Users 3,108,844 ≈25,000,000

Posts 73,528,954 ≈500,000,000

Communities 3046 121,373

Words(n>200) 373,217 2,712,629

TimePeriods 283days 880days

uDatagatheredfromtheJune2015Reddit DataReleasehttps://goo.gl/j116ML

VariationinFrequencyAssesschangedinrawfrequencyanduserfrequencyovertime

DiversityinFormAssessusersadoptionofvaryingformse.g.additionsofing

DiversityinMeaningOvertimecanweseeaconvergenceinmeaningoftheword

Measures

• Normalizedwordcount– Pertimeperiod

• Normalizeduserwordcount– Pertimeperiod

VariationinFrequency

AssesstheprefixandsuffixadditionofaninnovationListofprefixandsuffixesfromtheOED

– apple->apples– hero->antihero

DiversityinForm

Diversityofmeaning

Eyebrow'sonfleek

Necklaceonpoint

Makeuponfleek

LookingforinnovationsthathavenotbeenseenbeforeNosolidifiedmeaningwithinexistingsystemse.g.WordNet

Learnstheembedding ofwordswithinacorpususingword2vecDevelopedbyGooglein2009Usesdocumentstotrainneuralnet

DiversityinMeaning- word2vec

DiversityinMeaning- word2vec

Time(t)

Community(c)

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LookingforstatisticallysignificantgrowthordecayofaninnovationPresumelanguagechangehappensinamonotonicfashionFitSpearman'sranktoeachtimeseries

XvalueisdayssincestartofdataYvalueisnormalizedfrequencyofword

Valuerange-1to1

SamplingtheData

SamplingtheData

Classstatisticallysignificatechangeasaboveandbellowthe95%confidenceinterval.

VariationinFrequency- Reddit

VariationinFrequency– Uservs.Frequency

Reddit

VariationinForm

DiversityinForm- Reddit

DiversityinMeaning- Twitter

WordoftheYear

Collinsbinge-watch,verbcleaneating,nouncontactless,adjectiveCorbynomics,noundadbod,nounghosting,nounmanspreading,nounshaming,nounswipe,verbTransgender,adjective

Oxford😂

Adblocker,nounBrexit,nounDarkWeb,nounOnfleek,adjective phraseLumberserxual,nounRefugee,nounSharingeconomy,nounThey(singular),pronoun

WordoftheYear

WordoftheYear

WordoftheYear

YoucansayalotwithEmojis

WordoftheYear- Emoji

UsersadopttheirlanguagetothosearoundthemTheyaccommodatetheirlanguageforanumberofreasons,

• Impresspeople• Dominatepeople• Looksophisticated

UsersandLanguage

DiffusionsofLanguagehappenovertime

t1 t2 t3

StructuralHoles

• Thepositionofauserinanetworkgivestheuserdifferentlevelsofpower

• Userwhomspanstructuralholeshaveaccesstomorevariedinformation

• Allowinformationtoflowbetweencommunities,

Howtomeasure

Conceptually,constraintreferstohowmuchroomyouhavetonegotiateorexploitpotentialstructuralholesinyournetwork.

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Cij =Directinvestment(Pij)+Indirectinvestment

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Lessconstraint

Method

• Weknowthesizeofthefinaldiffusion(N)• Whatistheaverageateachindividualusage(n)ofaninnovation

• Classify/groupdiffusionsbaseoffinalsize

NetworkConstraint

• Youcouldcreatethenextviralword,• Anewwordhastobe:

– Beusableinmanydifferentcontexts– Usedacrossdifferentcommunities– Nottodifferentfromexistinglanguagesounds

TakeHome

Thankyou2nd September2015DanielKershaw