Title:	“SACK-OF-SEMANTICS”: APPLYING CULTURAL KNOWLEDGE TO IDENTIFY SIMILAR PEOPLE IN SOCIAL NETWORK SITES
Author(s):	Fernando Cesar Balbino, Junia Coutinho Anacleto, Gilberto Astolfi
ISBN:	978-989-8533-06-7
Editors:	Hans Weghorn, Leonardo Azevedo and Pedro Isaías
Year:	2011
Edition:	Single
Keywords:	Social media, online communities, cultural knowledge, homophily, communication, recommendation systems.
Type:	Full Paper
First Page:	75
Last Page:	82
Language:	English
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Paper Abstract:	Homophilous communities tend to promote more effective communication because of similarities among individuals. Online communities (OCs) seem to follow this tendency, joining people around common interests, among other reasons. This work, partially supported by Fapesp (proc. 2010/52135-9), presents a cultural knowledge-based method to identify people who “talk” about a same topic in social network sites (SNSs), even if they use a vocabulary influenced by diverse cultural background. Using a cultural knowledge base, our method performs a “cultural translation” which goes beyond traditional keyword-searches to find people potentially interested in a same topic. The method consists of 4 steps: i) syntactic extraction from a “seed” phrase, which defines the topic of interest; ii) cultural translation/expansion of the “seed” phrase; iii) people’s search in a SNS; iv) rank users by posting’s frequency. To verify its effectiveness, an evaluation was conducted and results indicated the method’s innovative contribution to identify people who are “talking” about a same topic, including its potential to support a recommender system to form homophilous OCs.
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