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Distributed Moderation Systems - an Exploration of Their Utility and the Social Implications of Their Widespread Adoption

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Distributed Moderation systems - an exploration of their utility and the social implications of their widespread adoption. by Richard A. Mills MRes (Applied Social Statistics), Lancaster University (2009) MSc (Advanced Psychological Research Methods), Dundee University (2007) BSc (Psychology), University of Abertay (2006) Thesis submitted for the degree of Ph.D at the University of Lancaster June 2013 Distributed Moderation systems - an exploration of their utility and the social implications of their widespread adoption. by Richard A. Mills MRes (Applied Social Statistics), Lancaster University (2009) MSc (Advanced Psychological Research Methods), Dundee University (2007) BSc (Psychology), University of Abertay (2006) Abstract The present research introduces and investigates Distributed Moderation systems - in particular, sites where the votes of users are aggregated in order to rank or grade items of content. The primary subject of this research is reddit.com - a `social news' website where users vote to collectively determine the level of visibility which will be afforded to submitted items of content. This research is investigative in nature - at its inception there was little published research on Dis- tributed Moderation (DM) systems. The question which has guided the research is \what can we learn about these systems through observation and the interrogation of data which they naturally produce and store in their day-to-day operation?". There are Chapters of the thesis which inves- tigate how DM works in practice (Chapter 5) and how/why individual users participate (Chapter 6). The research also devotes considerable attention to the social implications of producing infor- mation resources in this fashion (Chapter 7) - how do the resources which are produced using DM systems differ to those produced in a more conventional manner? At the outset of this research reddit was a relatively little-known website - over the course of the research it has become much more widely recognised and in the process it has changed considerably. Chapter 8 considers reddit from a longitudinal perspective; observing its development has offered insight into both the potential and the limitations of this particular application of DM. The final Chapter re-visits research questions and considers how one might go about adapting DM to other domains, with an emphasis on the political. Declaration This thesis results entirely from my own work and has not been offered previously for any other degree or diploma. Signature - 1 Acknowledgements I would like to thank Brian Francis and Roger Penn for their supervision and guidance - particularly for allowing me the freedom to research a topic like this, and for affording me the time to find my feet with regard to appropriate methods of research. I would also like to thank Dr. Derek Carson and Dr. Martin Fischer - who have previously supervised my earliest psychological research projects and in the process showed me that conducting social science research can be an interesting and fun pursuit. I also wish to thank Chris Slowe, for providing me with the reddit data-set that set me off down the particular path I have followed in this research. I would also like to thank the friends I have shared an office with, for the many interesting dis- cussions we have had and the problems they have helped me with - Stu, Gareth, Jude, James and Phillip. Finally, I wish to thank my family for their support over the years - and especially Yang Wei Jing, whose support and encouragement has been of immeasurable importance both in this research and in life more generally. 2 Contents 1 Introduction 13 2 A review of relevant literature from the Social Sciences 21 2.1 A brief history of the Internet - and the birth of the Web . 21 2.2 Sociological perspectives on the Internet . 22 2.3 Political perspectives on the Internet . 24 2.4 The changeable nature of Internet use . 25 2.5 Attention distribution on the World Wide Web . 28 2.5.1 Links on the World Wide Web . 28 2.5.2 Social significance of the web's attention distribution . 32 2.5.3 Social implications of the highly skewed distribution of attention on the web 34 2.5.4 Social Media and the channeling of their users' attention . 37 2.6 Distributed Moderation as Peer Production . 39 2.7 The convergence of `old' and `new' media systems . 43 2.8 Distributed Moderation, the Commons, and non-zero-sum games . 46 2.9 The Democratisation of the Public Sphere . 48 2.9.1 Distributed Moderation and Politics - beyond the Public Sphere . 53 2.10 The Democratisation of Culture . 56 2.11 Is `Democratisation' a good thing? . 57 2.12 Research Questions . 61 3 A review of the literature on Distributed Moderation Systems 64 3.1 Social News websites . 65 3.1.1 Reddit.com - description and terminology . 67 3.1.2 Reddit users are influential in the website's development . 70 3.1.3 Reddit.com - communication modalities and content types . 72 3.1.4 Digg.com ..................................... 73 3.1.5 Slashdot.org .................................. 74 3.2 The Social Implications of Social News . 75 3 3.2.1 The spread of Distributed Moderation principles . 76 3.3 Social News-makers . 78 3.3.1 Motivation to participate . 78 3.3.2 Learning to participate effectively . 85 3.3.3 Superparticipants . 85 3.4 How do the Distributed Moderation systems of Social News websites work? . 87 3.4.1 Social Networks and Social News . 88 3.4.2 Modeling the `popularisation' process . 90 3.4.3 Do Distributed Moderation systems produce good collective decisions? . 93 3.4.4 How can Distributed Moderation platforms be improved? . 94 3.5 The differences between Social News websites - structural or social? . 96 3.6 Q&A or Knowledge Exchange websites - Stack Exchange . 97 3.6.1 History . 97 3.6.2 The purpose of Stack Exchange ........................ 98 3.6.3 Stack Exchange's structure . 99 3.6.4 Literature concerning Q & A or Knowledge Exchange Websites . 100 3.7 Guiding Questions . 102 4 Methods of research and data collection 105 4.1 Obtaining data directly from websites of interest by request . 105 4.1.1 Handling and transforming back-end procedural data . 106 4.1.2 Collecting front-end data through APIs . 108 4.2 Surveys and experiments conducted with the users of Social News . 113 5 How does Distributed Moderation work? 115 5.1 Social News - reddit.com ................................ 115 5.1.1 A highly skewed distribution of votes between posts . 118 5.1.2 Reddit's `hot' post ranking algorithm . 122 5.1.3 Voting activity by page type . 123 5.1.4 How much attention do posts receive on reddit's pages? . 135 5.1.5 Reaching the Front page . 138 5.1.6 Summary - Post voting on reddit . 145 5.1.7 Comment ranking . 147 5.1.8 Comment threading . 153 5.1.9 The comments page for a high-activity post (redd.it/x8kra) . 154 5.1.10 Comments which criticise their parent Post . 157 5.1.11 The comments page for a moderately active post (redd.it/x6pb4) . 160 5.1.12 Using the comment voting system to conduct `Ask Me Anything' interviews 162 4 5.1.13 Comments - a short summary . 171 5.1.14 Re-visiting reddit Research Questions . 172 5.2 Stack Exchange ..................................... 175 5.2.1 Answering Questions, Voting, and Accepting Answers . 177 5.2.2 Which questions receive answers? . 178 5.2.3 What makes a good (high-scoring) answer? . 182 5.2.4 Voting on Stackoverflow ............................ 184 5.3 Your Freedom ....................................... 185 5.4 Chapter discussion . 196 6 Users of Distributed Moderation systems 198 6.1 Reddit ........................................... 199 6.1.1 Who are reddit's users? . 199 6.1.2 User activity levels . 211 6.1.3 User activity types . 214 6.1.4 Users who vote . 215 6.1.5 Users who submit Posts . 221 6.1.6 Posting superparticipants . 231 6.1.7 Questionnaires regarding reddit use . 234 6.1.8 Reddit Users Discussion . 239 6.2 Users of Stackoverflow.com .............................. 244 6.2.1 Users' level of activity . 245 6.2.2 Users' types of activity . 245 6.3 Chapter Summary . 251 7 The Social Significance of Social News 253 7.1 Reddit's coverage of a story - Wikileaks' release of United States' diplomatic cables in November/December 2010 . 257 7.2 Reddit and the Stop Online Piracy Act . 266 7.2.1 Media coverage and public awareness of SOPA . 269 7.2.2 Early Posts about SOPA - October 27th to November 25th . 272 7.2.3 Information about SOPA . 279 7.2.4 Corporate Allies and Enemies . 280 7.2.5 Political Allies and Enemies . 286 7.2.6 Taking action . 293 7.2.7 Maintaining momentum . 296 7.2.8 SOPA coverage and subreddits . 297 7.2.9 SOPA Summary . 299 5 7.3 Does reddit's up/down voting system put the `best' content in the most prominent locations? An experimental approach. 305 7.3.1 Do ratings obtained through the experiment reflect the performance of the items on reddit?................................. 311 7.3.2 Does the score which an item was presented with influence users' perception of its quality? . 313 7.3.3 Experiment Summary . 315 7.4 `Hive Mind' or `Collective Consciousness'? . 316 7.4.1 Don't link to Fox News! . 318 7.5 Chapter summary . 321 8 A longitudinal perspective on reddit 326 8.1 Analysing the Front page . 327 8.2 Reddit's Front page from 10th June 2010 until 18th October 2011 . 328 8.2.1 Which subreddits do posts appearing on the Front page come from? . 330 8.2.2 What does it take to reach the default Front page? .
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