Forum for Science, Industry and Business

Sponsored by:     3M 
Search our Site:

 

Content kingmaker -- quality or webpage position?

12.06.2014

Webpage position reigns in peer recommendation of online content on sites like Reddit

In today's Information Age, it's easy get overwhelmed by online content. On YouTube alone, over 100 hours worth of video is uploaded every minute. Showcasing the most interesting content allows providers to convey a certain level of quality to its audiences and encourages users to stay on the website, consuming content and winning advertising dollars for its provider. However, this influx of information makes it difficult for both content providers and users to determine what is interesting and worth consuming.

Due to the sheer volume of submitted content, some providers such as Reddit depend on user ratings or peer recommendations to navigate and sort their most interesting content for other users. Providers depend on this collective intelligence to identify new quality content and rank it for other users, but these collective judgments via peer recommendation may be biased and inconsistent. In practice, peer recommendation often leads to "winner-take-all" and "irrational herding" behaviors that result in similar content receiving widely different numbers and types of recommendations.

In a study published in the peer-reviewed online journal PLOS ONE this week, researchers evaluated some popular peer recommendation strategies and their ability to identify interesting content. Dr. Kristina Lerman, a computer science professor at the USC Viterbi School of Engineering and a Project Leader at USC Viterbi's Information Sciences Institute, and co-author Tad Hogg, a Research Fellow at the Institute for Molecular Manufacturing in Palo Alto, CA, first determined what kind of content users prefer and then evaluated how position on a webpage affects collective judgments about content.

"Psychologists have known for decades that position bias affects perception: people pay more attention to items at the top of a list than those below them," said USC Viterbi computer science professor, Dr. Kristina Lerman. "We were surprised, however, how strongly this affected user behavior and the outcomes of recommendation."

Lerman and Hogg found that position bias accounts for consumers spending five times more attention on material that is posted near the top of a webpage. Position bias can be a potential problem for sites that rely on peer recommendation alone. For example, Reddit posts appear in order of popularity, derived from up-votes and down-votes by users, with more popular posts nearer the top of the webpage. Due to position bias, users are more likely to see, consume, and recommend already-popular content positioned near the top of the webpage, creating a run-away loop that further amplifies its popularity at the expense of potentially more interesting content farther down the webpage.

In their study, Lerman and Hogg demonstrated that ordering content by recency of recommendation rather than by aggregate popularity (total 'likes' or recommendations), generates better estimates of what users actually find interesting and would prefer to consume.

In contrast, Twitter's system of sharing and recommending content avoids the "winner-take-all" and "irrational herding" effects by presenting content in chronological order, based on the time of recommendation. Retweets, or recommendations, bring older posts back up to the top of a user's newsfeed, helping to reduce the herding effect.

"Twitter does the right thing when it pushes newly retweeted posts to the top of the followers' screens, giving them another chance to discover interesting content," said Lerman.

By influencing the peer recommendations that determine the ranking of content, position bias can create a cycle that can exclude quality content. By understanding and being aware of the factors that influence peer recommendation, providers can more effectively leverage collective judgments of consumers about what content is worthy of their time and attention.

###

This study is entitled "Leveraging position bias to improve peer recommendation," published in PLOS ONE on June 11, 2014. The research was funded in part by AFOSR (contract FA9550-10-1-0569) and by DARPA (contract W911NF-12-1-0034).

About the USC Viterbi School of Engineering

Engineering Studies began at the University of Southern California in 1905. Nearly a century later, the Viterbi School of Engineering received a naming gift in 2004 from alumnus Andrew J. Viterbi, inventor of the Viterbi algorithm now key to cell phone technology and numerous data applications. Consistently ranked among the top graduate programs in the world, the school enrolls more than 5,000 undergraduate and graduate students, taught by 174 tenured and tenure-track faculty, with 60 endowed chairs and professorships. http://viterbi.usc.edu

Megan Hazle | Eurek Alert!

Further reports about: Engineering USC Viterbi century recommendations strategies

More articles from Communications Media:

nachricht Product placement: Only brands placed very prominently benefit from 3D technology
07.07.2016 | Alpen-Adria-Universität Klagenfurt

nachricht NASA Goddard network maintains communications from space to ground
02.03.2016 | NASA/Goddard Space Flight Center

All articles from Communications Media >>>

The most recent press releases about innovation >>>

Die letzten 5 Focus-News des innovations-reports im Überblick:

Im Focus: Streamlining accelerated computing for industry

PyFR code combines high accuracy with flexibility to resolve unsteady turbulence problems

Scientists and engineers striving to create the next machine-age marvel--whether it be a more aerodynamic rocket, a faster race car, or a higher-efficiency jet...

Im Focus: X-ray optics on a chip

Waveguides are widely used for filtering, confining, guiding, coupling or splitting beams of visible light. However, creating waveguides that could do the same for X-rays has posed tremendous challenges in fabrication, so they are still only in an early stage of development.

In the latest issue of Acta Crystallographica Section A: Foundations and Advances , Sarah Hoffmann-Urlaub and Tim Salditt report the fabrication and testing of...

Im Focus: Piggyback battery for microchips: TU Graz researchers develop new battery concept

Electrochemists at TU Graz have managed to use monocrystalline semiconductor silicon as an active storage electrode in lithium batteries. This enables an integrated power supply to be made for microchips with a rechargeable battery.

Small electrical gadgets, such as mobile phones, tablets or notebooks, are indispensable accompaniments of everyday life. Integrated circuits in the interiors...

Im Focus: UCI physicists confirm possible discovery of fifth force of nature

Light particle could be key to understanding dark matter in universe

Recent findings indicating the possible discovery of a previously unknown subatomic particle may be evidence of a fifth fundamental force of nature, according...

Im Focus: Wi-fi from lasers

White light from lasers demonstrates data speeds of up to 2 GB/s

A nanocrystalline material that rapidly makes white light out of blue light has been developed by KAUST researchers.

All Focus news of the innovation-report >>>

Anzeige

Anzeige

Event News

The energy transition is not possible without Geotechnics

25.08.2016 | Event News

New Ideas for the Shipping Industry

24.08.2016 | Event News

A week of excellence: 22 of the world’s best computer scientists and mathematicians in Heidelberg

12.08.2016 | Event News

 
Latest News

3-D-printed structures 'remember' their shapes

29.08.2016 | Materials Sciences

From rigid to flexible

29.08.2016 | Life Sciences

Sensor systems identify senior citizens at risk of falling within 3 weeks

29.08.2016 | Medical Engineering

VideoLinks
B2B-VideoLinks
More VideoLinks >>>