The spread of media content through blogs

Meeyoung Cha, Juan Antonio Navarro Pérez, Hamed Haddadi

Research output: Contribution to journalArticle

13 Citations (Scopus)


Blogs are a popular way to share personal journals, discuss matters of public opinion, pursue collaborative conversations, and aggregate content on similar topics. Blogs can be also used to disseminate new content and novel ideas to communities of interest. In this paper, we present an analysis of the topological structure and the patterns of popular media content that is shared in blogs. By analyzing 8.7 million posts of 1.1 million blogs across 15 major blog hosting sites, we find that the network structure of blogs is “less social” compared to other online social networks: most links are unidirectional and the network is sparsely connected. The type of content that was popularly shared on blogs was surprisingly different from that from the mainstream media: user generated content, often in the form of videos or photos, was the most common type of content disseminated in blogs. The user-generated content showed interesting viral-spreading patterns within blogs. Topical content such as news and political commentary spreads quickly by the hour and then quickly disappears, while non-topical content such as music and entertainment propagates slowly over a much long period of time.

Original languageEnglish
Pages (from-to)249-264
Number of pages16
JournalSocial Network Analysis and Mining
Issue number3
Publication statusPublished - 1 Jan 2012
Externally publishedYes


ASJC Scopus subject areas

  • Computer Science Applications
  • Human-Computer Interaction
  • Information Systems
  • Communication
  • Media Technology

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