This presentation on Cultural Analysis is part of the ARCOMEM training curriculum. Feel free to roam around or contact us on Twitter via @arcomem to learn more about ARCOMEM training on archiving Social Media.

1. CULTURAL ANALSYS OF
CRAWLED CAMPAIGNS
USE CASES:
US elections - Rock am Ring

2. Why cultural analysis
– there are significant differences in the general
characteristics of the Twitter network in different
countries,
– And more generally, in the different social media,
– differences should be taken into account in
designing crawling and preservation strategies,

4. US Elections 2012 Crawl
• We crawled tweets on the US elections 2012
using some target key words (e.g., obama,
romney, republican,…) from 1st to 11th
November 2012 to
• Let’s analyze them from a language
perspective

5. Languages distribution exhibits a
power-law

6. Language’s usage are power
distributed
• What does it means here “a power law”
– By analyzing the figure, the largest majority of
engaged users are tweeting in the same language
“english” (exponentially more than tweets in othe
languages)
–  Ok, it is not suprising!

7. What about user engagement
• Do people engage in the same way whatever
the language?
• How can we measure user engagement ?
• There is many ways, one simple is:
– The average number of tweets by user in a specific
language.

8. User engagement
0
2
4
6
8
10
12
14
16
18
20
en
es
de
it
in
ar
pt
fr
pl
ko
nl
ja
tr
sv
tl
u…
da
vi
lt
fa
zh
ru
no
is
th
el
hu
id
ur
iw
bg
ne
ta
hy
hi
bn
si
my
ml
km
bo
pa
te
ka
kn
gu
lo
#users/#tweets
Chinese and Iranian are highly
Interested by US elections!!
6127 tweets in farsi done by 430 users
5282 tweets in 282 in Chinese
Language-based user engagement

9. Farsi and Mandarin, the us election’s
languages.
• User engagement is higher in Farsi or in Mandarin
than in English
– It means, there is fewer people tweeting in Farsi or
Mandarin, but, people when considering people
tweeting about the uselection, then people tweeting
in Farsi or in Mandarin tweets in average more about
uselection than people tweeting in english.
–  It reveals an important cultural information taken
out from the social media. Us elections get a great
audience from farsi (Iran) speakers and mandarin
(Chinese).

11. Rock am Ring campain
• Let’s do the same analysis on Rock am Ring
event, by again crawling tweets from a set of
key words related to the event
• But this time, let’s analyze countries
• The country information can be in majority of
cases extracted from the user profiles.

12. Countries distributions
0
1000
2000
3000
4000
5000
6000
7000
8000
9000
#tweets
#users
Geo-location activity

13. What do we observe?
• Germany, United States and Brazil are the
countries more engaged on Twitter for the
event

14. User engagement ?
0
1
2
3
4
5
6
Germany
United
Brazil
Japan
Spain
Indonesia
Chile
Argentina
Mexico
India
France
Venezuela
Canada
Russia
Netherlands
Norway
Colombia
Italy
Turkey
Australia
Belgium
Nigeria
Switzerland
South
Poland
Austria
Thailand
Portugal
#tweets/#users
Geo-location user engagement

15. User engagement
• This time, user engagement analysis seems to
tell us that users located in “Thailand” a very
engaged with “Rock am Ring”
• Be careful, the sample is too small (40 tweets)
to assess any statistical significance about this
observation!
• Try to collect more Tweets.