Semantic homophily in online communication: evidence from Twitter
This work addresses the mechanisms shaping human computer-mediated communication for researchers and practitioners, but it is incremental as it extends existing concepts to semantic features.
The study tackled the problem of understanding the interplay between homophily and social influence in online communication networks, specifically analyzing semantic homophily in Twitter mentions, and found that semantic aspects drive observed homophily and evolve temporally.
People are observed to assortatively connect on a set of traits. This phenomenon, termed assortative mixing or sometimes homophily, can be quantified through assortativity coefficient in social networks. Uncovering the exact causes of strong assortative mixing found in social networks has been a research challenge. Among the main suggested causes from sociology are the tendency of similar individuals to connect (often itself referred as homophily) and the social influence among already connected individuals. An important question to researchers and in practice can be tackled, as we present here: understanding the exact mechanisms of interplay between these tendencies and the underlying social network structure. Namely, in addition to the mentioned assortativity coefficient, there are several other static and temporal network properties and substructures that can be linked to the tendencies of homophily and social influence in the social network and we herein investigate those. Concretely, we tackle a computer-mediated \textit{communication network} (based on Twitter mentions) and a particular type of assortative mixing that can be inferred from the semantic features of communication content that we term \textit{semantic homophily}. Our work, to the best of our knowledge, is the first to offer an in-depth analysis on semantic homophily in a communication network and the interplay between them. We quantify diverse levels of semantic homophily, identify the semantic aspects that are the drivers of observed homophily, show insights in its temporal evolution and finally, we present its intricate interplay with the communication network on Twitter. By analyzing these mechanisms we increase understanding on what are the semantic aspects that shape and how they shape the human computer-mediated communication.