On the rise of artificial trending topics in twitter

Abstract

We present a quanti-qualitative research about Trending Topics in Twitter. Our goal was to investigate how social networks can interfere in Trending Topics seeking for visibility and based on social capital, using bridging and bonding ties. We collected, analyzed and classified 460 topics from the Brazilian Trending Topics' List and the social networks associated to 40 of those. Our results point to two types of topics: artificial topics, created by groups of users consciously acting to put their message among the Trending Topics, usually to make statements and gain visibility to their causes; and organic topics, which emerge without effortful coordination by a group of people. While organic topics rely on values such as novelty and spread through bridging ties, artificial topics are based on bonding ties, with associated values such as engagement, cooperation and trust among the actors.