Pareto's 80/20 law and social differentiation: : A social entropy perspective

• Autores: Sorin Adam Matei, Robert J. Bruno
• Localización: Public Relations Review, ISSN-e 0363-8111, Vol. 41, Nº. 2, 2015, págs. 178-186
• Idioma: inglés
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• Resumen

  • Unequal contributions to social media, whereby a vast amount of content is produced by a limited number of users, need a better, theoretically grounded explanation. The present paper argues that contribution inequality on social media can be considered a symptom of social differentiation, which can be detected via social entropy. A conceptual foundation for this perspective is offered, supported by an empirical example. We use social entropy to detect the evolution of contribution inequality on Wikipedia over a period of 9 years. The paper also offers suggestions for using the conceptual framework for better understanding social media contribution structure and functional roles for practical applications.