文章基本信息

标题：Unraveling the Origin of Social Bursts in Collective Attention
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作者：Manlio De Domenico ; Eduardo G. Altmann
期刊名称：Scientific Reports
电子版ISSN：2045-2322
出版年度：2020
卷号：10
期号：1
页码：1-9
DOI：10.1038/s41598-020-61523-z
出版社：Springer Nature
摘要：In the era of social media, every day billions of individuals produce content in socio-technical systems resulting in a deluge of information. However, human attention is a limited resource and it is increasingly challenging to consume the most suitable content for one’s interests. In fact, the complex interplay between individual and social activities in social systems overwhelmed by information results in bursty activity of collective attention which are still poorly understood. Here, we tackle this challenge by analyzing the online activity of millions of users in a popular microblogging platform during exceptional events, from NBA Finals to the elections of Pope Francis and the discovery of gravitational waves. We observe extreme fluctuations in collective attention that we are able to characterize and explain by considering the co-occurrence of two fundamental factors: the heterogeneity of social interactions and the preferential attention towards influential users. Our findings demonstrate how combining simple mechanisms provides a route towards understanding complex social phenomena.