Semantic Approach to Model Diversity in a Social Cloud

Understanding diversity is important in our inclusive society to hedge against ignorance and accommodate plural perspectives. Diversity nowadays can be observed in online social spaces. People from different backgrounds (e.g. gender, age, culture, expertise) are interacting every day around online digital objects (e.g. videos, images and web articles) leaving their social content in different format, commonly as textual comments and profiles. The social clouds around digital objects (i.e. user comments, user profiles and other metadata of digital objects) offer rich source of information about the users and their perspectives on different domains. Although, researchers from disparate disciplines have been working on understanding and measuring diversity from different perspectives, little has been done to automatically measure diversity in social clouds. This is the main objective of this research. This research proposes a semantic driven computational model to systematically represent and automatically measure diversity in a social cloud. Definitions from a prominent diversity framework and Semantic Web techniques underpin the proposed model. Diversity is measured based on four diversity indices - variety, balance, coverage and (within and across) disparity with regards to two perspectives – (a) domain, which is captured in user comments and represented by domain ontologies, and (b) user, which is captured in profiles of users who made the comments and represented by a proposed User Diversity Ontology. The proposed model is operationalised resulting in a Semantic Driven Diversity Analytics Tool (SeDDAT), which is responsible for diversity profiling based on the diversity indices. The proposed approach of applying the model is illustrated on social clouds from two social spaces - open (YouTube) and closed (Active Video Watching (AVW-Space)). The open social cloud shows the applicability of the model to generate diversity profiles of a large pool of videos (600) with thousands of users and comments. Closed social clouds of two user groups around same set of videos illustrate transferability and further utility of the model. A list of possible diversity patterns within social clouds is provided, which in turn deepen the understanding of diversity and open doors for further utilities of the diversity profiles. The proposed model is applicable in similar scenarios, such as in the social clouds around MOOCs and news articles.