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Recent political campaigns have demonstrated how technologies are used to boost election outcomes by microtargeting voters. We propose and analyze a framework which analyzes how political activists use technologies to target voters. Voters are represented as nodes of a network. Political activists reach out locally to voters and try to convince them. Depending on their technological advantage and budget, political activists target certain regions in the network where their activities are able to generate the largest vote-share gains. Analytically and numerically, we quantify vote-share gains and savings in terms of budget and number of activists from employing superior targeting technologies compared to traditional campaigns. Moreover, we demonstrate that the technological precision must surpass a certain threshold in order to lead to a vote-share gain or budget advantage. Finally, by calibrating the technology parameters to the recent U.S. presidential election, we show that a pure targeting technology advantage is consistent with Trump winning against Clinton.
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The paper explores the notion of a reconfiguration of political space in the context of the rise of populism and its effects on the political system. We focus on Germany and the appearance of the new right wing party Alternative for Germany (AfD). Many scholars of politics discuss the rise of the new populism in Western Europe and the US with respect to a new political cleavage related to globalization, which is assumed to mainly affect the cultural dimension of the political space. As such, it might replace the older economic cleavage based on class divisions in defining the dominant dimension of political conflict. An explanation along these lines suggests a reconfiguration of the political space in the sense that (1) the main cleavage within the political space changes its direction from the economic axis towards the cultural axis, but (2) also the semantics of the cultural axis itself is changing towards globalization related topics. Using the electoral manifestos from the Manifesto project database, we empirically address this reconfiguration of the political space by comparing political spaces for Germany built using topic modeling with the spaces based on the content analysis of the Manifesto project and the corresponding categories of political goals. We find that both spaces have a similar structure and that the AfD appears on a new dimension. In order to characterize this new dimension we employ a novel technique, inter-issue consistency networks (IICN) that allow to analyze the evolution of the correlations between the political positions on different issues over several elections. We find that the new dimension introduced by the AfD can be related to the split off of a new cultural right issue bundle from the previously existing center-right bundle.
Different models of social influence have explored the dynamics of social contagion, imitation, and diffusion of different types of traits, opinions, and conducts. However, few behavioral data indicating social influence dynamics have been obtained from direct observation in `natural social contexts. The present research provides that kind of evidence in the case of the public expression of political preferences in the city of Barcelona, where thousands of citizens supporting the secession of Catalonia from Spain have placed a Catalan flag in their balconies. We present two different studies. 1) In July 2013 we registered the number of flags in 26% of the the city. We find that there is a large dispersion in the density of flags in districts with similar density of pro-independence voters. However, we find that the density of flags tends to be fostered in those electoral district where there is a clear majority of pro-independence vote, while it is inhibited in the opposite cases. 2) During 17 days around Catalonias 2013 National Holiday we observed the position at balcony resolution of the flags displayed in the facades of 82 blocks. We compare the clustering of flags on the facades observed each day to equivalent random distributions and find that successive hangings of flags are not independent events but that a local influence mechanism is favoring their clustering. We also find that except for the National Holiday day the density of flags tends to be fostered in those facades where there is a clear majority of pro-independence vote.
The threshold model is a simple but classic model of contagion spreading in complex social systems. To capture the complex nature of social influencing we investigate numerically and analytically the transition in the behavior of threshold-limited cascades in the presence of multiple initiators as the distribution of thresholds is varied between the two extreme cases of identical thresholds and a uniform distribution. We accomplish this by employing a truncated normal distribution of the nodes thresholds and observe a non-monotonic change in the cascade size as we vary the standard deviation. Further, for a sufficiently large spread in the threshold distribution, the tipping-point behavior of the social influencing process disappears and is replaced by a smooth crossover governed by the size of initiator set. We demonstrate that for a given size of the initiator set, there is a specific variance of the threshold distribution for which an opinion spreads optimally. Furthermore, in the case of synthetic graphs we show that the spread asymptotically becomes independent of the system size, and that global cascades can arise just by the addition of a single node to the initiator set.
We propose an efficient and accurate measure for ranking spreaders and identifying the influential ones in spreading processes in networks. While the edges determine the connections among the nodes, their specific role in spreading should be considered explicitly. An edge connecting nodes i and j may differ in its importance for spreading from i to j and from j to i. The key issue is whether node j, after infected by i through the edge, would reach out to other nodes that i itself could not reach directly. It becomes necessary to invoke two unequal weights wij and wji characterizing the importance of an edge according to the neighborhoods of nodes i and j. The total asymmetric directional weights originating from a node leads to a novel measure si which quantifies the impact of the node in spreading processes. A s-shell decomposition scheme further assigns a s-shell index or weighted coreness to the nodes. The effectiveness and accuracy of rankings based on si and the weighted coreness are demonstrated by applying them to nine real-world networks. Results show that they generally outperform rankings based on the nodes degree and k-shell index, while maintaining a low computational complexity. Our work represents a crucial step towards understanding and controlling the spread of diseases, rumors, information, trends, and innovations in networks.
In the present day, more than 3.8 billion people around the world actively use social media. The effectiveness of social media in facilitating quick and easy sharing of information has attracted brands and advertizers who wish to use the platform to market products via the influencers in the network. Influencers, owing to their massive popularity, provide a huge potential customer base generating higher returns of investment in a very short period. However, it is not straightforward to decide which influencers should be selected for an advertizing campaign that can generate maximum returns with minimum investment. In this work, we present an agent-based model (ABM) that can simulate the dynamics of influencer advertizing campaigns in a variety of scenarios and can help to discover the best influencer marketing strategy. Our system is a probabilistic graph-based model that incorporates real-world factors such as customers interest in a product, customer behavior, the willingness to pay, a brands investment cap, influencers engagement with influence diffusion, and the nature of the product being advertized viz. luxury and non-luxury.
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