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You Are What You Tag. Yi-Ching (Janet) Huang Chia-Chuan (Evelyn) Hung Jane Yung-jen Hsu From National Taiwan University 2008/03/26. Tagging-based profile Objective profile Semantic relationship between tags. Outline. Social Media Website. blogs. musics. bookmarks. movies. maps.

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you are what you tag
You Are What You Tag

Yi-Ching (Janet) Huang

Chia-Chuan (Evelyn) Hung

Jane Yung-jen Hsu

From National Taiwan University

2008/03/26

outline
Tagging-based profile

Objective profile

Semantic relationship between tags

Outline
slide4

blogs

musics

bookmarks

movies

maps

photos

shrek

MRT

lord of rings

ntu

opera

jazz

classical

java

rock

ai

xml

school

ocean

life

travel

food

night-market

cat

social media profile
Things I have reflect

what I know, and

what I am interested in

Social Media -> Profile

Japan

drama

Cats

musical

Visualization

tools

social networks

graph

social networks

Visualization

networks

comic

Japan

Namie

slide7

You Are

What You Tag

programming

coffee

music

cat

movie

musical

comic

ajax

Japan

rabbit

java

SFO

Taiwan

dance

xml

jazz

map

travel

JavaScript

R&B

social bookmarking data
Social Bookmarking Data

My bookmarks

My friends’ bookmarks

cats

ajax

musical

xml

rdf

dance

java

comic

music

movie

coffee

star

tripartite graph
Tripartite Graph

0.3

0.57

0.46

routing

Japan

0.84

0.24

java

0.63

travel

……

tagged

on

own

weighted tag profile
Weighted Tag Profile

Obtain a set of tags ordered by its weight to represent this person

Tag weight

The average tag importance (over document)

routing

Japan

travel

java

……

tagged

on

own

tag capability
Tag Capability

How much a tag can represent this document

Tagging order

The first tag is the most relevant

Tagging popularity

How many people also tag this document with this tag

routing

Japan

travel

java

……

tagged

on

own

slide12

map

jazz

guide

R&B

pop

Japan

Taiwan

animal

travel

rdf

xml

java

kitty

cats

rss

javaScript

dance

objective

musical

objective

subjective

tags from other people
Tags from Other People

For any document in my collection, it may be tagged by other people

map

Japan

map

travel

Japan

Japan

objective profiling
Objective Profiling

0.13

0.28

0.43

travel

routing

Japan

0.92

0.35

0.57

map

java

……

rdf

javaScript

different viewpoints
Different Viewpoints

travel

Japan

Thailand

movie

rdf

cats

comic

musical

Japan

ajax

R&B

Visuali-zation

movie

jazz

java

love theme

cats

musical

dance

Japan

java

xml

cats

Taiwan

dance

comic

map

programming

JavaScript

JavaScript

dance

Taiwan

map

musical

travel

jazz

pop

R&B

rdf

java

personal

social

global

subjective

objective

profile from three views
Profile from Three Views

personal view

Others say

I am…

?

social view

global view

pre processing
Pre-processing

image

flash

photo

color

design

flex

tagging

art

javascript

research

ajax

social reinforcement

relationship between tags
Relationship between Tags

icon

image

flash

photo

color

graph

paint

flex

tagging

art

javascript

research

design

ajax

tag based co occurrence
Tag-based Co-occurrence

Assumption: the more frequent two tags co-occur on the same documents, the more relevant two tags are

A

B

tag semantic relationship
Tag Semantic Relationship

icon

image

photo

color

graph

paint

art

design

1/5 = 0.25

tag concept
Tag Concept

icon

image concept

image

flash

photo

color

graph

paint

flex

tagging

art

javascript

research

design

ajax

Semantic relation (WordNet)

Semantic relation (ConceptNet)

concept based co occurrence
Concept-based Co-occurrence

icon

image concept

image

flash

photo

color

graph

paint

flex

tagging

3/8 = 0.375

art

javascript

research

art concept

design

ajax

profile with semantic relationship
Profile with Semantic Relationship

personal view

Others say

I am…

?

social view

global view

experiment of data
Experiment of Data

A user’s bookmark collection (from del.icio.us)

351 bookmark items

148 distinct tags

160,000 users bookmarked one of these items

Visual tool

Vizster (Heer 2005)

conclusion
Tagging-based profile

Profile a person from tags

Profile from different views

personal, social, global

Tag semantic relationship

More complete profile

Conclusion
slide31

1

2

3

4

tagging analysis
Tagging Analysis

0.3

0.57

0.46

routing

Japan

0.84

0.24

travel

java

……

tagged

on

Tag vs. Person

Tag vs. Content

own

relationship between tags35
Relationship between tags can

Reflect how I think

The structure of my knowledge

Japan

cats

cats

musical

travel

travel

Taiwan

Japan

Taiwan

musical

Relationship between tags
all aspects are you
All Aspects Are You

Japan

cats

map

jazz

Japan

map

JavaScript

musical

R&B

travel

Japan

rdf

java

movie

Thailand

pop

Japan

R&B

musical

comic

cats

rdf

jazz

dance

ajax

cats

visualization

java

love theme

dance

Taiwan

dance

map

java

xml

JavaScript

JavaScript

musical

pop

subjective profile

objective profile

slide37

You

Are

What You Tag

easy to miss tag

art

design

?

visual

Easy to miss tag

?

easy to miss tags

design

art

layout

web

color

visual

tutorial

Easy to miss tags

?

………..

………..

………..

………..

?

?

social reinforcement
Social reinforcement

image

flash

photo

color

design

flex

tagging

art

javascript

research

ajax

social reinforcement

conclusion43
Tag relationship

Concept-based relative co-occurrence

Social reinforcement

More complete profile

Conclusion
data modeling
A Tripartite Graph (Mika, 2005)

T = A × C × I

A: actors

C: concepts

I: instances

H(T)=(V, E)

V = A∪C∪I

E = { { a,c,i } | (a,c,i) belongs to T }

Evelyn

Joe

URL_6

java

URL_5

travel

URL_8

Peter

Janet

comic

Data Modeling
a tuple of data
A Tuple of Data

2006/10/10

java, programming, research

tagged

on

Evelyn

http://xxxx.com

own

tag analysis
Give each tag a weight as its importance

Tags vs. Contents

The capability of a tag for representing the content.

Tags vs. Profile

The strength of a tag for representing a person

Tags vs. Profile vs. Time

The changes of the tags over time

Tag Analysis
tags vs contents
Tags vs. Contents

y=exp(x)

0.75

0.65

0.80

0. 54

0.61

0. 62

0.80

programming

0.69

java

research

0.9

0.74

0.83

0.67

0.33

0.67

0. 75

0.91

2.2

0.79

1.16

0. 54

3.8

0.79

http://xxxx.com

tags vs profile
Tags vs. Profile

0.52

0.43

URL_6

URL_5

0.79

0.95

3.5

4.0

URL_2

URL_3

programming

0.78

3.8

0.7

0.6

URL_4

0.67

2.7

3.54

java

research

URL_1

0.89

Evelyn

1.1

6.52

2.44

URL_9

0.4

1.9

URL_7

0.83

URL_8

0.9

equations

Tag vs. Content

Tag vs. Person (Personal)

Tag vs. Person (Social)

Equations