This is what Alexy Khrabrov and George Cybenko attempted to answer at the ECCS 2010 conference in Lisbon. Here is an introduction that I have slightly edited to make it more accessible.

“Mind Economy: Modeling Influence in Communication Networks with Social Capital.”

by Alexy Khrabrov and George Cybenko

Social scientists, businesses, and governments are interested in summarizing the ongoing social network activity to identify the most influential players capable of creating and maintaining high-impact group behaviours. We would like to have metrics of influence in dynamic systems, and generative models which can explain how this influence is accumulated and maintained. Having identified the “stars” or high-influence individuals, we look at the ways they achieve and maintain their influence, comparing their tweeting behaviour to social capital exchange in proportion to the fans ‘contributions. We propose a family of generative models where social capital is exchanged and generated during interactions, reflecting the players‘utilities – such as self-centred or maximizing group benefit. Using our social capital model, we let a system evolve to accumulate most of the capital in those nodes which can be considered influential. We compare those capital-rich nodes with other metrics of influence and show that our model confirms and explains influence of many important types of players, and reveals the behaviours leading to sustained influence. We model recently uncovered Twitter phenomena such as Justin Bieber‘s ecosystem and other high-intensity processes, showing how efficient star behaviour and group preferences lead to various mind economies in social networks.

http://cs.wellesley.edu/~cs315/Papers/khrabrov-twitter-dynamics.pdf

So, even the seemingly chaotic activities of a teenager can be modelled using economic models in which influence and social capital is the currency. Trends on social networks such as twitter and facebook still seem rather unpredictable. But the interests at play in a mind economy are too big to let it go that way. Complex systems theory will undoubtedly be used in an attempt to better target influencers, and shift our attention to a particular subject. The same theory might on the other hand help us making sure that social networks maintain a certain level of social fairness in the mind economy, and diversity in mindshare.

Simulating opinion dynamics in heterogeneous communication systems

By Walter Quattrociocchi, Rosaria Conte, and Elena Lodi

In this video, Rosaria Conte describes opinion dynamics by means of multi-agent based simulations. Agents (i.e. people) are exposed to different sources of information varying both the contents and the perceived reliability of the messages spread. Agents’ internal opinion is updated either by accessing one of the information sources, namely media and experts, or by exchanging information with one another. They are also endowed with cognitive mechanisms to accept, reject or partially consider the acquired information. The study evaluates the impact that reliable sources and peer-to-peer communication can have on the quality of information.

Simulating Opinion Dynamics in Heterogeneous Communication Systems from Assystcomplexity on Vimeo.

At the third minute of the video, Rosaria Conte starts attacking the Italian media manipulated by Berlusconi. Behind the rather tedious title, this presentation is a fantastic example of political engagement through science, which doesn’t undermine at all the scientific value of the research.

Opinion dynamics

By Anthony Woolcock

Many societies exhibit cultural fragmentation. This is despite individuals trying to reach agreement with those they meet. In the model of Axelrod, individuals that are more similar are more likely to interact (homophily). The mechanism where people become more similar after interaction is termed social influence. Axelrod’s model is interesting because for different parameter choices the opinions of all the individuals will either become all the same (consensus), or frozen fragmented state. A phase transition is observed between these two types of frozen state.

Complex systems theory: opinion dynamics

Bounded confidence model: addressed information maintain diversity of opinion

By Krzysztof Malarz and Krzysztof Kulakowski

Models have already been developed to optimize the frequency of let’s say political advertising on tv in order to get the maximum effect on a public’s opinion (see the Zaller mass opinion model). But they didn’t take into account interpersonal communication, which becomes more and more decisive with the advance of online social media. Krzysztof Malarz and Krzysztof Kulakowski developed a model taking this into account. Their model suggests that individually addressed messages maintain diversity of opinion. See the full paper here.

Model for diversity of opinion

The Hermitage is a massive residential property under construction in Kowloon (Hong Kong). I was living just next to its location, so I could see the progress of its development and I was very intrigued by the inside. Few weeks ago, I was walking in the adjacent Olympian shopping mall and I discovered that The Hermitage opened its showroom to the public. It went beyond all my expectations and was by far the craziest thing I have seen during my stay in Hong Kong, The showroom is completely out of reality, immersing visitors into a manufactured ‘dream’-like experience.

People from Hong Kong and Asia more generally associate romantic western imagery with luxury. The Hermitage gives them all that on steroids. The showroom is entirely in marble, fake gold, crystals and mirrors. Space is very expensive in Hong Kong and most of the apartments on sale are actually very small, but no trick is spared to make the flats look bigger: lights, mirrors, smaller than usual furniture. The Hermitage showroom plays a soundtrack which is a condensed version of cheesy opera music, at the moment when the princess falls in love with the prince. They also made a dream like movie introducing the property; again everything is in gold.

Associations with symbols of prestige are heavily used to promote the apartments. Real Rolls-Royces from Europe are on display in the showroom and in the huge ads flooding the Hong Kong subway. But the most surprising is the collection of authentic Russian golden accessories displayed in introduction to one of the showroom. Models of high end apartments made of crystal-like material are then presented in the same fashion than the golden artefacts, in case someone didn’t appreciate well enough there intrinsic value. Videos mix images of the property and the original Hermitage in St Petersburg, making it somehow confusing, but the point is of course not to make it all rational, we are in a dream. The property is not so central in Hong Kong but the issue has been cleverly resolved by introducing the concept of ‘golden circle’ which happens to enclose the Hermitage property and the most famous central landmarks, a wonderful marketing imagery.

Tens of clerks and estate agents stand in the many showrooms, all very polite and nice. One was explaining to a potential buyer that the Hermitage is also the biggest museum in Paris, not so right, but who cares anyway.

The showroom itself is not even in The Hermitage building, it is just a temporary site reproducing with some liberty the final product, and you can even visit reproductions of the lifts! When you visit the fake flats all decorated in a very heavy romantic style, red sections are displayed on the floor to indicate space that will actually not be part of the asset on sale, so potential buyers still get the correct information, but from a manufactured dream that can completely submerge them. It is a fake of a fake to use postmodernist terminology. I would recommend anyone to visit the showroom, you will have a great time and it is even better than Hong Kong Disneyland or casinos from Macau!

The first, Café de Coral, is from Hong Kong. It has a very distinctive board at the entrance where meal placards are hanged and moved manually by waiters dressed like flight attendants. Other smaller chains have also this system and I don’t know if Café de Coral was the first one to use it. But it still makes the experience feel different. It materializes a menu that is changing day by day, even hours by hours between the breakfast, lunch, dinner and meals being sold out. But the fact that it is updated manually makes it somehow more playful and trustworthy than a digital screen, even though the entire process flow seems to be anyway automated.

The second, Pepper Lunch from Japan, is a genius marketing concept. People are served food on hot iron plates while it still sizzles. People can then ‘cook’ there meal according to their own preferences. The plates are intriguing, make a lot of noise and are always grasping attention even in a food court full of competitors.  TV screens explain customers how they can mix there food, which might be useful for newbies but more importantly reinforces the message that there is a specific way to eat a Pepper Lunch, for newbies and experts, which adds to the buzz and playfulness. One disadvantage for them though: the hot iron plates are not children friendly.

Here are few pictures of the Tree of Prosperity at the Wynn casino of Macau. It is a very impressive piece of technology, but more interestingly, it merges various purposes and cultural influences into one big display. It mixes Western and Chinese astrological symbols, a tree made of gold and many visual effects in a show designed to ‘thrill and excite’ the visitors of the casino. Many people come in to see the tree, which is already a big success. But the tree does more than simply attracting visitors, they throw money to the golden tree in the hope it will make them luckier in their gambling, which validates its symbolical value. It is interesting because the show is a big patchwork of symbols, some traditional, some invented, and they manifestly deliver all together a message that the audience can understand. A simple hole could have achieved the same function of course, and people would have also thrown money in it. But the massive scale of the tree of prosperity is also designed to showcase the power of gold and money, to make people desire prosperity beyond what is ordinary. If not, the Wynn casino would have no point. The tree works exactly like a religious temple dedicated to prosperity and luck. It seems all natural and appropriate inside the casino; this is why the tree is worshipped. What I like is that it doesn’t lie about anything. The message is bold and universal. I’m sure that gamblers appreciate this way to wish them good luck during their visit to the Wynn casino.

A giant futuristic screen opens on the ceiling.

The screens open and a giant chandelier appears above.

A tree made of gold then appears from below the ground.

The whole forms a moving sculpture dedicated to prosperity.

By the way, this is the sign outside of the Wynn casino and hotel. It mixes Chinese, American and French elements, and is situated on a former Portuguese territory. What a world!

The park was definitely lacking a level of details in the execution of the themed areas. The budget was too tight it seems. It was nowhere more apparent than on Main Street USA and the Disney castle. The buildings were smaller than in other Disney parks and didn’t have enough details; some looked as cheap as in second class parks.

However, the excitement of the crowd was visible. That along with the Disney train similar to the one of Disney Tokyo and the soundtrack at the entrance gate was enough to put me into the ‘Disney’ mood.

There were a minimum of attractions in Hong Kong Disneyland. I thought it would not be enough to entertain me for a whole day but their choice was actually quite good. The attractions were also slightly adapted to feature more Disney characters and to compensate the lack of classical rides such as Pinocchio.  It was very interesting to see how this Disney Park relies more than any others on symbolism, sometimes only materialized by very simple blocks of concrete. It is a very risky game though, and even if I think they managed to make this park work for now, they should be careful to invest enough if they want to preserve the ‘magic’ of their brand.

Three new massive sections were also under construction and will surely help raise the overall level of the park. Here is a picture from the Tarzan’s tree house of what I think will be the Grizzly trail.

Hong Kong Disneyland is the only one to tolerate natural intrusions in its landscape but I think that seeing the mounts behind the castle works quite well.

I loved the space mountain, the queue was very basic but it’s the first time I tried a revamped version of the ride. The soundtrack adds more to the experience than in any other rides, adding even maybe a little of derision to the theme of space invasion from the 60s. The tempo of the ride and of its special effects is absolutely perfect.

Tomorrowland

This was the advantage of having many Indian visitors to the park, good Indian vegetarian food! I also understood why they decided to build a second park in Shanghai. This one seems to be targeting people from Hong Kong, but also people from Philippines, Indonesia, Singapore and other countries in the region. I guess that the one in Shanghai will target visitors from mainland China.

Adventureland

The jungle river cruise

Tarzan's tree house

“It’s a small world” has been relatively heavily adapted. As I mentioned earlier, they added many Disney characters in the ride, I guess to compensate the size of the park, and maybe even to ‘educate’ the audience. But I can’t stop wondering if it is not also because Disney characters have now succeeded to invade our “small world”. New sections have also been added I think, like the rainforest one, the general feeling is more oriented towards nature and environmental awareness.

This picture is a little blurry but I like it because it shows the many digital cameras. I know that Hong Kong Disneyland did not provide initially enough picture opportunities to the local audience, but they seem to have done a good job at improving that part. I don’t know why, but they put forward characters from Toy Story, Stitch and other more recent films here, probably the conclusion of some clever customer segmentation and marketing studies.

If you want to read more about the subject, check out my other posts on theme parks or my analysis on the heterotopia of Walt Disney World.

France had its ‘ville sensuelle’ pavilion. I know very well the story, it is always the same. You start with some poetic images, a self-proclaimed superior quality of life based on I don’t know what basis. You add some technological expertise and savoir-faire, and you end selling Louis Vuitton. It always works, Chinese people love it!

There is the theme of the vertical garden too. But except some nice 3D simulations of what a city could look like with more gardens, I haven’t heard of any big projects from France in that direction. In the meantime, they promote their cars in the pavilion.

The Japan pavilion had probably the most ridiculous story of all. You start with the glorious tradition of art in Japan. Then you are being told the story of a bird in extinction that was reintroduced in Japan thanks to cooperation between Japan and China. The happy end of the story is that you could take magnificent pictures of that bird with your Canon. You are then presented absolutely no-sense i-real cars by Toyota, and a robot of course, the trademark of Japan technology. The visit ends up with a poetic show featuring live traditional singers, very professional voices indeed. This would have been respectable if they didn’t start singing in again these ridiculous Toyota cars.

I liked the values displayed by the Netherlands pavilion, whether or not they truly represent the country. The many colours, the big spaces opened to the public, the many different houses all symbolized diversity, openness and difference. They still show things to buy in the houses, but you also have some nice contemporary art (ok, art is also ultimately for sale, even if it is not here), and at least I didn’t see a contradiction in the discourse.

The Canada pavilion had a more artistic atmosphere with its carefully curated videos and multimedia installations. You could see the promotion of Bombardier’s trains and other products but it didn’t contradict the overall message of the pavilion.

Denmark pavilion had at its centre the Little Mermaid. I remember when I saw it for the first time in Copenhagen. I was so impressed; it was very simply placed, even lost on the shore, but still beautiful. Now, the mermaid is trapped in a white prison, in the middle of the crowd.

The USA pavilion was very different from the other pavilions. I would say it was even refreshing. It is the only pavilion that I have visited where the president welcomes the visitors in video. This is rather appropriate for a national pavilion. It also shows videos of Americans saying hello in Chinese with more or less aptitude, which is not surprisingly very well received by the Chinese audience. It was the pavilion that promoted the more explicitly dialogue and (corporate) opportunities in the process of shaping a better city, better life. However, all this is pure PR campaign, a very well thought one indeed. The visit ends with a dubious American dream fairytale and an impressive list of well known American brands.

Africa seems from a westerner point of view so far from the Chinese mentality. But here they are, negotiating the price of their products, either not bothered by the Chinese crowd asking for their stamps, or cheerful, depending on their mood. This poster from the Malawi pavilion is one of the cheapest one I have seen in the all Expo, but it says basically the same thing than in any other pavilion.

• An economy of contribution is an economy where actors contribute without having necessary a measurable counterpart (e.g. money, product). This model is radically different from an economy of exchange and must be taken into account when the externalities underlying an industry become central to its process. In this context, the function of companies is to capture positive externalities.
• An organisation is at the cornerstone of three axes:
  • Patrimony: the former ‘inner’ single reference for a company: legitimacy, expertise, employees…
  • Employability: capacity to inscribe its products and usages in shared values. Employability is related to economical theories of ecosystems in which an organisation is seen as a part of a system, either parasitic or in symbiosis.
  • Interactivity: capacity to adapt to the needs of individuals and communities who will in return support the activities of the organisation. With the rise of social media, brands want to be seen more and more as Customer to Customer ‘CtoC’, like if they were initiated by customers and driven by them.

Napoleon Bonaparte

France is the most popular tourist destination of the world, thanks to its massive cultural patrimony, more than 3,000 heritage sites open to the public. Its position is however challenged in a constantly evolving tourism industry. This is why ODIT France has been created, its mission is to analyze the tourism market and help French institutions and corporations to better fulfill its demands. Here is a summary of the presentation ‘How to make culture and leisure work together?’ that ODIT France presented at the International Heritage show held in the Carrousel du Louvre, Paris. I found the subject fascinating because it mixes the most commercial marketing methodologies with very important cultural considerations.

Corinne Lespinasse-Taraba presented a very interesting example of how to elaborate a cultural offer, a ‘Napoleon‘ offer in this case. Tourists from emerging countries such as China, Brazil and Russia are an important new market. How to attract them with new French offers? Marketing studies revealed that they are aware of the name ‘Napoleon’ that they associated with France. This cultural ‘brand‘ has been somehow neglected but has the potential to introduce them to the French cultural offer. ‘Napoleon’ is a brand that can be used as a ‘mise en scene’, a stage of the French culture. French heritage sites having a link with Napoleon have then be indexed and classified by distance, cost, and facilities. ‘Napoleon’ tours have been designed in function of the expectation, time and budget of the Chinese, Brazilian and Russian tourists.

This business case leads to a lot of questions. Those tourists will hear more of Napoleon not because of his importance in the French history, but because of their attitude to that ‘brand’ beforehand. This could lead easily to a distorted cultural representation of France; if applied without carefulness. But maybe history has always been a distortion. The only difference in this case is that it is lead by commercial / marketing considerations, playing the same role than religious, aristocratic or bourgeoisie considerations that wrote history in the past. Is this marketing approach different?

Another interesting aspect is the parallel between Napoleon and a brand. A corporation is marketed with a story board (its success story), brands and key advertising messages. History is in a way the marketing communication of the humanity organization. But what does it sells and to whom?

Example: the National gallery shop in London

Christophe de Chassey then explained how to choose the right strategy for a shop implantation on a heritage site. Opposite to the popular belief, a shop’s aim is not always to provide new streams of revenues. A shop extends the cultural experience by providing to visitors objects related to their visits. It can this way reinforce the brand of the cultural site, providing that the range of products is chosen carefully to be relevant to the site’s theme. Souvenirs are in fact free ads that promote effectively the site. Only for sites having more than 150,000 the shop can become a source of revenues (with a rough average of 2 Euros spent per visitor on a historic site).

The example of heritage site shops shows very clearly that shopping is a media in itself. Products have a cultural, informative value which can be exchanged. It blurs the artificial separation between commerce and culture. What is the cultural message conveyed by the products of high street shops? How could we compare a heritage site with a shopping mall site?

Those subjects are perfect examples for anyone interested in studying the relation between culture, art, knowledge and practical viability, profitability. Answering those questions goes much further than the promotion of French tourism.