Social media have a great potential to improve information dissemination in our society, yet they have been held accountable for a number of undesirable effects, such as polarization and filter bubbles. It is thus important to understand these negative phenomena and develop methods to combat them. In this paper, we propose a novel approach to address the problem of breaking filter bubbles in social media. We do so by aiming to maximize the diversity of the information exposed to connected social-media users. We formulate the problem of maximizing the diversity of exposure as a quadratic-knapsack problem. We show that the proposed diversity-maximization problem is inapproximable, and thus, we resort to polynomial nonapproximable algorithms, inspired by solutions developed for the quadratic-knapsack problem, as well as scalable greedy heuristics. We complement our algorithms with instance-specific upper bounds, which are used to provide empirical approximation guarantees for the given problem instances. Our experimental evaluation shows that a proposed greedy algorithm followed by randomized local search is the algorithm of choice given its quality-vs.-efficiency trade-off.
Online social networks provide a medium for citizens to form opinions on different societal issues, and a forum for public discussion. They also expose users to viral content, such as breaking news articles. In this paper, we study the interplay between these two aspects: opinion formation and information cascades in online social networks. We present a new model that allows us to quantify how users change their opinion as they are exposed to viral content. Our model is a combination of the popular Friedkin-Johnsen model for opinion dynamics and the independent cascade model for information propagation. We present algorithms for simulating our model, and we provide approximation algorithms for optimizing certain network indices, such as the sum of user opinions or the disagreement-controversy index; our approach can be used to obtain insights into how much viral content can increase these indices in online social networks. Finally, we evaluate our model on real-world datasets. We show experimentally that marketing campaigns and polarizing contents have vastly different effects on the network: while the former have only limited effect on the polarization in the network, the latter can increase the polarization up to 59% even when only 0.5% of the users start sharing a polarizing content. We believe that this finding sheds some light into the growing segregation in today's online media.
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