Measuring culture and its dynamics through surveys has important limitations, but the emerging field of computational social science allows us to overcome them by analyzing largescale datasets. In this article, we study cultural dynamics through the votes in the Eurovision song contest, which are decided by a crowd-based scheme in which viewers vote through mobile phone messages. Taking into account asymmetries and imperfect perception of culture, we measure cultural relations among European countries in terms of cultural affinity. We propose the Friend-or-Foe coefficient, a metric to measure voting biases among participants of a Eurovision contest. We validate how this metric represents cultural affinity through its relation with known cultural distances, and through numerical analysis of biased Eurovision contests. We apply this metric to the historical set of Eurovision contests from 1975 to 2012, finding new patterns of stronger modularity than using votes alone. Furthermore, we define a measure of polarization that, when applied to empirical data, shows a sharp increase within EU countries during 2010 and 2011. We empirically validate the relation between this polarization and economic indicators in the EU, showing how political decisions influence both the economy and the way citizens relate to the culture of other EU members.

Viral marketing seeks to maximize the spread of a campaign through an online social network, often targeting influential nodes with high centrality. In this article, we analyze behavioral aspects of influential users in trust-based product reviews communities, quantifying emotional expression, helpfulness, and user activity level. We focus on two independent product review communities, Dooyoo and Epinions, in which users can write product reviews and define trust links to filter product recommendations. Following the patterns of social contagion processes, we measure user social influence by means of the k-shell decomposition of trust networks. For each of these users, we apply sentiment analysis to extract their extent of positive, negative, and neutral emotional expression. In addition, we quantify the level of feedback they received in their reviews, the length of their contributions, and their level of activity over their lifetime in the community. We find that users of both communities exhibit a large heterogeneity of social influence, and that helpfulness votes and age are significantly better predictors of the influence of an individual than sentiment. The most active of the analyzed communities shows a particular structure, in which the inner core of users is qualitatively different from its periphery in terms of a stronger positive and negative emotional expression. These results suggest that both objective and subjective aspects of reviews are relevant to the communication of subjective experience.

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