Come and join us!!!: towards the formation of homophilous online communities to potentialize diffusion of innovations

Authors:
Fernando C. Balbino;Vanessa M.A. Magalhães;Junia C. Anacleto
Affiliations:
Federal University of São Carlos, São Carlos, Brazil;Federal University of São Carlos, São Carlos, Brazil;Federal University of São Carlos, São Carlos, Brazil
Venue:
Proceedings of the 29th ACM international conference on Design of communication
Year:
2011

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Abstract

We describe a computational environment which aims the formation of homophilous online communities based on the interest in a same topic, having people's cultural knowledge regarded. Homophily is the degree to which a pair of individuals who communicate are similar; so, it tends to promote more effective communication. The computational environment is the result of: a) a cultural knowledge-based method to identify people who "talks" about the same topic in social media; b) a method to generate culturally contextualized hyperdocuments, adapted and made available according to the level of literacy of a community. Thus, while the goal of method (a) is to improve the chances of "homophilous people" to come together and join the same community, the goal of method (b) is to make "innovative ideas" accessible to them, so that innovation can be seeded and spread among the online community's members. This research is partially supported by FAPESP-MSR (proc.2010/52135-9).