Generating Cultural Personas from Social Data: A Perspective of Middle Eastern Users
Name
__GeneratingCulturalPersonasFromSocialData_FINAL2.pdf
Description
Accepted version
Size
449.58 KB
Format
Adobe PDF
Checksum (MD5)
9a37d69ff2774936cd4cb9faf6c2681b
Author(s)
Salminen, Joni
Sengun, Sercan
Kwak, Haewoon
Jansen, Bernard
An, Jisun
Jung, Soon-Gyo
Vieweg, Sarah
Harrell, D. Fox
Date Issued
August 2017
Publisher
IEEE
Citation
Salminen, Joni, Sengun, Sercan, Kwak, Haewoon, Jansen, Bernard, An, Jisun et al. 2017. "Generating Cultural Personas from Social Data: A Perspective of Middle Eastern Users."
Version
Author's final manuscript
Abstract
© 2017 IEEE. We conduct a mixed-method study to better understand the content consumption patterns of Middle Eastern social media users and to explore new ways to present online data by using automatic persona generation. First, we analyze millions of content interactions on YouTube to dynamically generate personas describing behavioral patterns of different demographic groups. Second, we analyze interview data on social media users in the Middle Eastern region to generate additional insights into the dynamically generated personas. Our findings provide insights into social media users in the Middle East, as well as present a novel methodology of using computational analysis and qualitative data enrichment to generate descriptive and culturally receptive personas from social media audiences.
MIT Department
Massachusetts Institute of Technology. Computer Science and Artificial Intelligence Laboratory
Terms of Use
Creative Commons Attribution-Noncommercial-Share Alike
Persistent DSpace Link
DOI of Published Version
https://doi.org/10.1109/ficloudw.2017.97
