Ubiquitous Social Media Analysis

Structuring is one of the fundamental activities needed to understand data. Human structuring activity lies behind many of the datasets found on the internet that contain grouped instances, such as file or email folders, tags and bookmarks, ontologies and linked data. Understanding the dynamics of large-scale structuring activities is a key prerequisite for theories of individual behaviour in collaborative settings as well as for applications such as recommender systems. One central question is to what extent the “structurer” – be it human or machine – is driven by his/its own prior structures, and to what extent by the structures created by others such as one’s communities. In this paper, we propose a method for identifying these dynamics. The method relies on dynamic conceptual clustering, and it simulates an intellectual structuring process operating over an extended period of time. The development of a grouping of dynamically changing items follows a dynamically changing and collectively determined “guiding grouping”. The analysis of a real-life dataset of a platform for literature management suggests that even in such a typical “Web 2.0” environment, users are guided somewhat more by their own previous behaviour than by their peers. Furthermore, we also illustrate how the presented method can be used to recommend structure to the user.