Publication

Targeted Influence with Community and Gender-Aware Seeding

Liangwei Chen, Maciej Styczen
2022
Conference paper
Abstract

When spreading information over social networks, seeding algorithms selecting users to start the dissemination play a crucial role. The majority of existing seeding algorithms focus solely on maximizing the total number of reached nodes, overlooking the issue of group fairness, in particular, gender imbalance. To tackle the challenge of maximizing information spread on certain target groups, e.g., females, we introduce the concept of the community and gender-aware potential of users. We first show that the network's community structure is closely related to the gender distribution. Then, we propose an algorithm that leverages the information about community structure and its gender potential to iteratively modify a seed set such that the information spread on the target group meets the target ratio. Finally, we validate the algorithm by performing experiments on synthetic and real-world datasets. Our results show that the proposed seeding algorithm achieves not only the target ratio but also the highest information spread, compared to the state-of-the-art gender-aware seeding algorithm.

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Related concepts (12)
Gender
Gender includes the social, psychological, cultural and behavioral aspects of being a man, woman, or other gender identity. Depending on the context, this may include sex-based social structures (i.e. gender roles) and gender expression. Most cultures use a gender binary, in which gender is divided into two categories, and people are considered part of one or the other (boys/men and girls/women); those who are outside these groups may fall under the umbrella term non-binary.
Gender neutrality
Gender neutrality (adjective form: gender-neutral), also known as gender-neutralism or the gender neutrality movement, is the idea that policies, language, and other social institutions (social structures or gender roles) should avoid distinguishing roles according to people's sex or gender. This is in order to avoid discrimination arising from the impression that there are social roles for which one gender is more suited than another.
Gender role
A gender role, also known as a sex role, is a social role encompassing a range of behaviors and attitudes that are generally considered acceptable, appropriate, or desirable for a person based on that person's sex. Gender roles are usually centered on conceptions of masculinity and femininity, although there are exceptions and variations. The specifics regarding these gendered expectations may vary among cultures, while other characteristics may be common throughout a range of cultures.
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