From the Evolution of Online Social Networks to Digital Ecology in a Nutshell
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The overwhelming success of the web 2.0, with online social networks as key actors, has induced a paradigm shift in the nature of human interactions. The user-driven character of these services for the first time has allowed researchers to quantify large-scale social patterns. However, the mechanisms that determine the fate of networks at a system level are still poorly understood. For instance, the simultaneous existence of numerous digital services naturally raises the question under which conditions these services can coexist. In analogy to population dynamics, the digital world is forming a complex ecosystem of interacting networks whose fitnesses depend on their ability to attract and maintain users' attention, which constitutes a limited resource. In this paper, we introduce an ecological theory of the digital world which exhibits a stable coexistence of several networks as well as the domination of a single one, in contrast to the principle of competitive exclusion. Interestingly, our model also predicts that the most probable outcome is the coexistence of a moderate number of services, in agreement with empirical observations.
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From the Evolution of Online Social Networks to Digital Ecology in a Nutshell
- 1. Kaj Kolja KLEINEBERG Marián BOGUÑÁ @KoljaKleineberg Universitat de Barcelona kkl@ffn.ub.edu Digital Ecology in a nutshell
- 2. Motivation Evolution and ecology of OSNs World model Summary & outlook Multiscale theory of the digital world: From individual ties to globally interacting networks Individuals Interacting Worldwide Model Strength of social ties Result Weak ties have higher transmissibility Viral + media effect & under- lying structure Viral effect is about four times stronger Rich-get-richer & diminishing returns Coexistance of a moderate number of services Network of net- works & effective activity Local networks can prevail under certain conditions Focus 12 3 101 - 102 105 - 106 106 - 109 >109 Order Isolated network networks PRX 4, 031046 Sci. Rep. 5, 10268 arxiv:1504.01368 2
- 3. Motivation Evolution and ecology of OSNs World model Summary & outlook Multiscale theory of the digital world: From individual ties to globally interacting networks Individuals Interacting Worldwide Model Strength of social ties Result Weak ties have higher transmissibility Viral + media effect & under- lying structure Viral effect is about four times stronger Rich-get-richer & diminishing returns Coexistance of a moderate number of services Network of net- works & effective activity Local networks can prevail under certain conditions Focus 12 3 101 - 102 105 - 106 106 - 109 >109 Order Isolated network networks PRX 4, 031046 Sci. Rep. 5, 10268 arxiv:1504.01368 3
- 4. Motivation Evolution and ecology of OSNs World model Summary & outlook Multiscale theory of the digital world: From individual ties to globally interacting networks Individuals Interacting Worldwide Model Strength of social ties Result Weak ties have higher transmissibility Viral + media effect & under- lying structure Viral effect is about four times stronger Rich-get-richer & diminishing returns Coexistance of a moderate number of services Network of net- works & effective activity Local networks can prevail under certain conditions Focus 12 3 101 - 102 105 - 106 106 - 109 >109 Order Isolated network networks PRX 4, 031046 Sci. Rep. 5, 10268 arxiv:1504.01368 4
- 5. Motivation Evolution and ecology of OSNs World model Summary & outlook Evolution of isolated online social networks is governed by underlying social structure and two dynamical processes Online social network layer Traditional contact network layer Active Online & offline Passive Online & offline Susceptible Only offline Mass media activation Viral activation Deactivation Viral reactivation 5
- 6. Motivation Evolution and ecology of OSNs World model Summary & outlook Multiscale theory of the digital world: From individual ties to globally interacting networks Individuals Interacting Worldwide Model Strength of social ties Result Weak ties have higher transmissibility Viral + media effect & under- lying structure Viral effect is about four times stronger Rich-get-richer & diminishing returns Coexistance of a moderate number of services Network of net- works & effective activity Local networks can prevail under certain conditions Focus 12 3 101 - 102 105 - 106 106 - 109 >109 Order Isolated network networks PRX 4, 031046 Sci. Rep. 5, 10268 arxiv:1504.01368 6
- 7. Motivation Evolution and ecology of OSNs World model Summary & outlook Multiscale theory of the digital world: From individual ties to globally interacting networks Individuals Interacting Worldwide Model Strength of social ties Result Weak ties have higher transmissibility Viral + media effect & under- lying structure Viral effect is about four times stronger Rich-get-richer & diminishing returns Coexistance of a moderate number of services Network of net- works & effective activity Local networks can prevail under certain conditions Focus 12 3 101 - 102 105 - 106 106 - 109 >109 Order Isolated network networks PRX 4, 031046 Sci. Rep. 5, 10268 arxiv:1504.01368 7
- 8. Motivation Evolution and ecology of OSNs World model Summary & outlook Digital ecosystem is formed by multiple networks competing for the attention of individuals OSN 2 OSN 1 Underl. network Active Passive Susceptible Partial states} Virality share Distribution between OSNs λi = ωi(ρa)λ Rich-get-richer more active networks obtain higher share 8
- 9. Motivation Evolution and ecology of OSNs World model Summary & outlook Ecological theory of the digital world explains why we observe a moderate number of coexisting networks Unstable FP Stable FP 0.0 0.2 0.4 0.6 0.8 1.0 0.0 0.2 0.4 0.6 0.8 1.0 Coexistence σ=0.8 ρ1 a ρ2 a Unstable FP Stable FP 0.0 0.2 0.4 0.6 0.8 1.0 0.0 0.2 0.4 0.6 0.8 1.0 Domination σ=1.2 ρ1 a ρ2 a Stable Unstable 0.50 0.75 1.00 1.25 1.50 0.00 0.25 0.50 0.75 Bifurcation diagram ρ1 a 0.0 0.5 1.0 1.5 0.50 0.75 σ σ ρ1,2 a Coexistence despite rich-get-richer Moderate digital diversity Sci. Rep. 5, 10268 9
- 10. Motivation Evolution and ecology of OSNs World model Summary & outlook Multiscale theory of the digital world: From individual ties to globally interacting networks Individuals Interacting Worldwide Model Strength of social ties Result Weak ties have higher transmissibility Viral + media effect & under- lying structure Viral effect is about four times stronger Rich-get-richer & diminishing returns Coexistance of a moderate number of services Network of net- works & effective activity Local networks can prevail under certain conditions Focus 12 3 101 - 102 105 - 106 106 - 109 >109 Order Isolated network networks PRX 4, 031046 Sci. Rep. 5, 10268 arxiv:1504.01368 10
- 11. Motivation Evolution and ecology of OSNs World model Summary & outlook Multiscale theory of the digital world: From individual ties to globally interacting networks Individuals Interacting Worldwide Model Strength of social ties Result Weak ties have higher transmissibility Viral + media effect & under- lying structure Viral effect is about four times stronger Rich-get-richer & diminishing returns Coexistance of a moderate number of services Network of net- works & effective activity Local networks can prevail under certain conditions Focus 12 3 101 - 102 105 - 106 106 - 109 >109 Order Isolated network networks PRX 4, 031046 Sci. Rep. 5, 10268 arxiv:1504.01368 11
- 12. Motivation Evolution and ecology of OSNs World model Summary & outlook Network of multi-layer networks describes the worldwide digital ecology for the 80 largest countries Active Passive Susceptible Partial states} Local network Global network Effective activity 12
- 13. Motivation Evolution and ecology of OSNs World model Summary & outlook Local networks always become extinct for intermediate activity affinity but can survive otherwise 13
- 14. Motivation Evolution and ecology of OSNs World model Summary & outlook Multiscale theory of the digital world: From individual ties to globally interacting networks Individuals Interacting Worldwide Model Strength of social ties Result Weak ties have higher transmissibility Viral + media effect & under- lying structure Viral effect is about four times stronger Rich-get-richer & diminishing returns Coexistance of a moderate number of services Network of net- works & effective activity Local networks can prevail under certain conditions Focus 12 3 101 - 102 105 - 106 106 - 109 >109 Order Isolated network networks PRX 4, 031046 Sci. Rep. 5, 10268 arxiv:1504.01368 14
- 15. Motivation Evolution and ecology of OSNs World model Summary & outlook Multiscale theory of the digital world: From individual ties to globally interacting networks Individuals Interacting Worldwide Model Strength of social ties Result Weak ties have higher transmissibility Viral + media effect & under- lying structure Viral effect is about four times stronger Rich-get-richer & diminishing returns Coexistance of a moderate number of services Network of net- works & effective activity Local networks can prevail under certain conditions Focus 12 3 101 - 102 105 - 106 106 - 109 >109 Order Isolated network networks PRX 4, 031046 Sci. Rep. 5, 10268 arxiv:1504.01368 NetSci Tuesday 2.6. 10:00 @ LC2S2 NetSci Wednesday 3.6. 17:20 in A5+A6 15
- 16. Just as a monopoly in economy is a threat to free markets, the lack of poses a threat to the digital diversity freedom of information.
- 17. Motivation Evolution and ecology of OSNs World model Summary & outlook Digital diversity is important. So write down the references and contact information now! References: K.-K. Kleineberg, M. Boguña. PRX 4, 031046, 2014 K.-K. Kleineberg, M. Boguña. Sci. Rep. 5, 10268, 2015 K.-K. Kleineberg, M. Boguña. arxiv:1504.01368, 2015 Kaj Kolja Kleineberg: • kkl@ffn.ub.edu • @KoljaKleineberg in • Kaj Kolja Kleineberg 17
- 18. Motivation Evolution and ecology of OSNs World model Summary & outlook Digital diversity is important. So write down the references and contact information now! References: K.-K. Kleineberg, M. Boguña. PRX 4, 031046, 2014 K.-K. Kleineberg, M. Boguña. Sci. Rep. 5, 10268, 2015 K.-K. Kleineberg, M. Boguña. arxiv:1504.01368, 2015 Kaj Kolja Kleineberg: • kkl@ffn.ub.edu • @KoljaKleineberg ← Slides! in • Kaj Kolja Kleineberg 17
- 19. Motivation Evolution and ecology of OSNs World model Summary & outlook CREATIVE COMMONS CREDITS Social media chalk: mkhmarketing.wordpress.com Network "ring": Adam Beasley Boxing gloves: Gabriele Fumero World: Lorenzo Baldini Megaphone: Alex Auda Samora Biohazard: Shailendra Chouhan Layer icon: Mentaltoy Balance (scale) icon: Roman Kovbasyuk Broken tie: Death symbol: Mila Redko Pie Chart: P.J. Onori Money sack: Lemon Liu Team icon: Joshua Jones Hand icon: irene hoffman arm with muscle: Sergey Krivoy No: P.J. Onori dinosaure: John Caserta Local: Phil Goodwin Summary (article) icon: Stefan Parnarov flower: Nishanth Jois Read magazine: Evan Travelstead twitter: OliM Globe: Ealancheliyan s Local: Phil Goodwin Icons: thenounproject.com Kaj Kolja Kleineberg: • kkl@ffn.ub.edu • @KoljaKleineberg in • Kaj Kolja Kleineberg 18