1 Visual Analysis of Topic Competition on Social Media Yingcai Wu Microsoft Research Asia
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11
Visual Analysis of Topic
Competition on Social Media
Yingcai Wu Microsoft Research Asia
2
Multiple-Discipline Research
Visual Analytics
– Hong Kong University of Science and Technology
• Prof. Huamin Qu
– Microsoft Research Asia
Communication and Media Studies
– City University of Hong Kong
• Prof. Jianhua Zhu
– Nanyang Technological University, Singapore
• Prof. Taiquan Peng
3
Agenda-Setting
“The ability of the news media to influence the salience of topics on the public agenda”
4
Social Media
2011 Egyptian Revolution
– Americans paid little attention to the event
– “#jan25” spread quickly on Twitter
– Obama showed his support in a speech
– Media started to report the event
– The event became popular news worldwide
5
Challenges
6
Goals of This Work
In the context of social media
– Topic competition occur at a larger scale
To understand
– The dynamics of topic competition (agenda-setting)
– The involvement of opinion leaders (two-step flow of communication)
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Related Work
Focus on a single event/post
Google+ Ripples Whisper
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Impacts of the Study
Applications
– Marketing
– Political campaigns
– Customer relationship management
– Public relation/image
9
Solution
A visual analysis framework
– to study agenda-setting effects on social media
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Data Analysis
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Simple Model Does Not Work
Why not the number of retweets/comments?
– It cannot characterize the complex dynamics of competition among topics on social media
The impacts of opinion leaders
Attention attraction v.s. distraction
– Previous models only care about attraction
– Distraction is often neglected
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Topic Competition Modeling
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Topic Competition Model
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Topic Transition Modeling
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Topic Transition Model
Soft matching approach
– Estimates the average trend of topical focus transition
Topic 1
Topic 2
Topic 3
Topic 1
Topic 2
Topic 3
t t+1
Non-linear least square optimization
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Output of Data Analysis
Three types of output information
– The competitiveness of each topic over time
– The impact exerted by an opinion leader group over time
– The trend of topic transition over time
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Design Rationalities
Design requirements
– A mechanism to facilitate detection of temporal correlation patterns
– A meaningful and readable integrated view
– A level-of-detail visualization
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Visual Design
Visualization system
– Timeline View
– Radial View
– Tweet View
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Timeline View (1/3)
Overall trend of the competiveness of topics
Timeline
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Timeline View (2/3)
Influences of opinion leaders
TimelineMedia
Political Figures
Grassroots
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Timeline View (3/3)
Trend of topic transition of opinion leaders
TimelineMedia
Political Figures
Grassroots
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Radial View (1/2)
Visual summary of tweets
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Radial View (2/2)
Pairwise competition between topics
SourceTarget
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Tweet View
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User Interactions
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Experiments
Data
– Occupy Wall Street movement (OWS)
• 3,201,119 tweets
• September 17, 2011 to November 25, 2011
– 2012 US presidential election Twitter Data
• 89,174,308 tweets
• May 01, 2012 to November 20, 2012
Experiments
– Model evaluation and two case studies
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U.S. 2012 Presidential Election
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Conclusion
A visual analysis system
– An expanded topic competition model
– A set of information visualization techniques for visualizing the temporal, complex relationships
– Two case studies to explore the complex dynamics of agenda-setting and topic competition on social media
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Acknowledgements
Dr. Huamin Qu, Dr. Shixia Liu
Dr. Jianhua Zhu, Dr. Taiquan Peng
Panpan Xu, Enxun Wei
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