1. Big Data, Small Data and
Everything in Between
Weiai (Wayne) Xu, Ph.D.
Postdoctoral Researcher
Department of Communication Studies
Northeastern University
curiositybits.com
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2. Big enough to be powerful, small enough to be personal.
BIG DATA
• Computational tools
SMALL DATA
• Contexts
• Theories
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3. UNDERSTANDING THE CONTEXT
Xu. W.W, & Miao, F. (2015). Networked Creativity on the Censored Web 2.0. Journal of Contemporary Eastern Asia, 14(1), 23-43.
“Peeling the onion” to understand
the Twitter community against
internet censorship
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Social network analysis
7. DATA ANALYTICS FOR THEORETICAL INSIGHTS
action
community
information
Social connectivity Issue involvement
Testing Opinion Leadership Theory on Twitter.
• Social connectivity and issue involvement predict retweets
• Linking social media analytics to theoretical components
Xu, W.W., Sang, Y.M., Blasiola, S., & Park, H.W. (2014). Predicting opinion leaders in Twitter activism networks: The case of the Wisconsin recall election.
American Behavioral Scientist, 58(10), 1278-93.
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8. Investment Social Media Capital Return
Message-based
investment
Connection-based
investment
Network locations
Embedded
resources
Word-of-mouth
Recognition
DATA ANALYTICS FOR THEORETICAL INSIGHTS
Data source: All Twitter-based community foundations in the U.S.
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9. Variety of targeted
stakeholders
Investment Social Media Capital
DATA ANALYTICS FOR THEORETICAL INSIGHTS
Return
# of targeted local
stakeholders
# of targeted non-local
stakeholders
Frequency of
stakeholder-targeting
Message richness
# of tweets
the size of acquired
stakeholder network
the influence of ties with
acquired stakeholders
the strength of ties with
acquired stakeholders
the variety of acquired
stakeholders
Centrality
Retweets
Recognition
Growth in
recognition
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10. DATA ANALYTICS FOR THEORETICAL INSIGHTS
The evaluation stage in
diffusions of (cultural)
innovations
Semantic network Sentiments
Xu, W. W., Park, J. Y., & Park, H. W. (2015). The networked cultural diffusion of Korean Wave. Online Information Review, 39(1). 10
11. DATA ANALYTICS FOR THEORETICAL INSIGHTS
Xu, W. W., Park, J. Y., Park, Kim, J.Y., & Park, H. W. (in press). Networked cultural diffusion and creation on YouTube: An analysis of
YouTube memes. Journal of Broadcasting & Electronic Media.
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The trial stage in the
diffusion of (cultural)
innovations
Video genres in meme ecosystems
12. MOVING FORWARD
GO BIGGER AND DELVE DEEPER
• Use machine learning for mining public opinion and for tracking social movements:
focus on connections, content and context
• Provide contextual insights to improve reality-mining algorithm
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Hinweis der Redaktion
Good afternoon!
Good to be back in Daegu. My name is xxxxx. Some of you may know me from previous DISC. I am currently a postdoc at Northeastern U in Boston and work for a big data lab.
I am representing Miao Feng who is a researcher affiliated with the HMC at UIC. HMC is a lab dedicated to health research and some key research questions under investigation include how the shifting media landscape change public attitude over smoking.
This project you are seeing here is one of such investigation tasked by HMC. If you are interested in HMC, there is a mention of HMC's work in a recent Ted Talk video by Susan Etlinger, titled "What do we do with all this big data?"
