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Amplifying Signals via Second Messengers

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Does Twitter trigger bursts in signature collections?

Rui Yamaguchi1, Seiya Imoto, Masahiro Kami

  • 1Human Genome Center, The Institute of Medical Science, The University of Tokyo, Tokyo, Japan.

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|March 14, 2013
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This summary is machine-generated.

An internet forum significantly influenced a signature campaign opposing a medical policy, contributing 52% of signatures, while Twitter contributed 26%. This study quantifies social media

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Area of Science:

  • Social Sciences
  • Computational Social Science
  • Public Health Policy

Background:

  • Quantifying social media's influence on societal and political events is challenging.
  • A campaign against excluding traditional Japanese medicine (Kampo) from public insurance saw signature bursts coinciding with increased online activity.
  • Both Twitter and an internet forum showed spikes in relevant messages during the signature campaign.

Purpose of the Study:

  • To develop a statistical model for quantifying the distinct contributions of multiple social media platforms to public opinion dynamics.
  • To apply this model to a real-world signature campaign and estimate the impact of Twitter and an internet forum.

Main Methods:

  • Developed a state-space modeling framework to analyze time-series data of public opinion.
  • Applied the model to signature counts and social media message volumes during a specific campaign.
  • Estimated the contributions of Twitter and an internet forum to the signature collection.

Main Results:

  • A significant portion (78%) of signatures were influenced by either Twitter or the internet forum.
  • The internet forum had a larger total effect (52%) compared to Twitter (26%).
  • Twitter likely initiated the early bursts of signatures, but its impact may be less sustained than the forum's.

Conclusions:

  • Quantifying social media's impact aids in understanding public tendencies and developing effective engagement strategies.
  • The proposed statistical method is a valuable tool for analyzing complex social phenomena and hidden information within social data.