by Hideaki Takeda

1. A New Style of CreativityFrom Web of Documents to Web of Creativity Hideaki Takeda takeda@nii.ac.jp National Institute of Informatics 1stAsia-Pacific Culture Portals Summit, January 21-22, Taipei, Taiwan Joint work with Masahiro Hamasaki (AIST)

2. Outline Community Web The model for Community Web Social media Massively collaborative creation Social analysis of massively collaborative creation on a video sharing site Conclusion

3. Apple, Inc. 2001

4. Information Circulation Collect Donate Create Collecting information Past: Libraries (limited just for books) Now: Google Creating new information Past: creating from the scratch Now: creating with knowing other existing information Donating (publishing) information Past: Books, Journals, Mass Media (difficult part for ordinary people) Now: WWW

5. Create Internet as Information Activities Create Create Create Collect Donate Donate Collect Collect Collect Donate Donate Internet

7. Communication layer concerns how relationship among people are organized and maintained, which is potential route for information. Communication Layer Collaborate Relate Present Information and Communication Activities Information Layer Create Collect Donate Two layers for our activities

8. Community Web Relate Present Collaborate Collect Donate Social Media Explicit support for both layers Seamless support over two layers Compound support over two layers: social media and its extension Information Layer Create Communication Layer

9. Social Media Media consists of interaction among massive participants that are widely distributed in the society. Via Social Network Via Communities Examples Mass Media (TV, News Papers) …No Web … No in general BBS … Yes Blogs … Yes SNS … Yes Social tagging (Social bookmarking, Social news)… Yes Video Sharing … Yes

10. Massively Collaborative Creation Creative activity through social media Examples BBS Q&A Sites (Yahoo! Answers[usa], Yahoo!Chiebukuro[jp], Naver Knowledge iN [kr] …) Wikipedia NicoNicoDouga (Video sharing site) cf. Youtube Features Massive participation Generating new contents Interaction affects generation of new contents

11. Massively Collaborative Creation (cont.) Different ways of affections by interaction to content creation Contents = Interaction Interaction logs are used as contents Ex.) BBS, Q&A, etc Interaction influences content generation Content =/= Interaction Contents are generated under the influence of interaction Ex.) Flickr (images vs. tags), Youtube (movies vs. comments), Interaction is embedded into content generation Contents are created collaboratively Ex.) Wikipedia, NicoNicoDouga

12. What is “NicoNicoDouga” ? NicoNicoDougais the one of the most popular video sharing website in Japan The most interesting function is the direct overlaying of comments on videos Video Overlaid comments Timeline view of user comments

13. Three types of interaction on NicoNicoDouga Embedded interaction on the system Audience and Audience Sharing comments to same video Feeling pseudo synchronization Users feel they watch a video together! Emergent Interaction Audience and Creators Good feedback for creators Creators can get pin-point comments from users Creators and Creators Audience become a creator

14. HatsuneMiku HatsuneMiku is a version of singing synthesizer application software (“vocaloid”) A user can make a singing song by giving a music note with lylic (piano roll) It has inspired many people to produce various music, picture, and video compositions

15. Example!! Title: Shooting star –short ver.- like an ending movie Creator: ussy URL: http://www.nicovideo.jp/watch/sm2030388

16. Re-using network on NicoNicoDouga & HatsuneMiku Picture Many pictures by many authors Song Shooting star Creator: minato Song and Movie 3D model Shooting star –short ver.- like an ending movie Creator: ussy Shooting star–complete ver.- Creator: FEDis 3D model Movie 3D Miku sings ‘01_ballede’ Creator: kiokio Song melody… Creator: mikuru396 melody… 3D PV ver1.50 Creator: ussy

19. Social Data of HatsuneMiku on NicoNicoDouga 36,709 videos with tag ’HatsuneMiku’ (31 May 2008) 7,138 videos viewed more than 3,000 times 2,911 unique contributorsfor 7,128 videos Video Network 4,585 nodes (videos) 12,507 links (hyperlinks among videos) Creators network 2,164 nodes (creators) 4,368 links (relationships among creators)

20. Videos’ network nodes: 4,585 edges: 12,507

21. Creators’ network nodes: 2,164 edges: 4,368 Red: Songwriting Blue: Song creation Green: Illustration

22. Category of Creation Activity We classified creative activities related to HatsuneMiku into four categories: Songwriting Create an original song (lyrics and melody) Song creation Tune the software to create singing songs Illustration Drawpictures, textures, and create 3D models Produce many different scenes and facial expressions Editing Choice videos and package them to one video We classify creators semi-automatically using tags on videos

24. Community on Creators Network We analyze the creators’ community The term ”creators’ community” means a tight group of nodes within social network of creators We adopt Newman clustering to detect such communities from the social network of creators Newman clustering generated 83 clusters (communities) from the social network of creators We especially investigated 7 clusters of which the size is greater than 50

26. Structure of the biggest clusters Centralizaiton: an index of the centrality of a network X^2: a degree of bias of tags in the clusters Key person: a node that has the most links The number of links of the node should be more than 10 percent of the cluster W: SongWriting, C: Song Creation, I: Illustration

27. Structure of the biggest clusters Songwriting is often a key person, meaning that Songwriting triggers creative activity Centered clusters often have a high degree of bias of tags Centralized community often have community specific tags W: SongWriting, C: Song Creation, I: Illustration

28. Cluster 1 Type Centered Key person Songwriting Majority Illustration

29. Cluster 2 Type Messy Key person none Majority Illustration

30. Cluster 3 The key person of this cluster introduced a character called ``HachuneMiku'' (an infantilized version of the HatsuneMiku mascot) with leak Type Centered Key person Illustration &Song creation Majority Illustration ,Song creation

32. Messy

33. Key person

34. None

35. Majority

37. Cluster 6 Type Centered Key person Songwriting & Illustration Majority Song creation

38. Cluster 7 Type Centered Key person Songwriting Majority Song creation

39. Possibility of “Web of Creativity” Population of “Creative People” Population of Social media People

40. Comic Market (Komike) 520,000 attendants during 3 days, December 2008 560,000 attendants during 3 days, December 2009 http://ja.wikipedia.org/wiki/%E3%83%95%E3%82%A1%E3%82%A4%E3%83%AB:Comicmarket62_00.JPG

41. How many people can manga? Total Male (20s) Male(30s) Male(40s) Female(20s) Female(30s) Female(40s) Just imitating work Drawing manga regularly Drew it in past 小山友介, 「作品『で』楽しむ」コンテンツ創作の脳の厚み, KDDI総研 R&A (2000), http://www.kddi-ri.jp/pdf/KDDI-RA-200904-02-PRT.pdf

42. How many people can write novels? Total Male (20s) Male(30s) Male(40s) Female(20s) Female(30s) Female(40s) Wrote novels in past but not now Writing novels regularly 小山友介, 「作品『で』楽しむ」コンテンツ創作の脳の厚み, KDDI総研 R&A (2000), http://www.kddi-ri.jp/pdf/KDDI-RA-200904-02-PRT.pdf

43. How many people can create movies? Total Male (20s) Male(30s) Male(40s) Female(20s) Female(30s) Female(40s) Creating movies regularly Created them in past but not now 小山友介, 「作品『で』楽しむ」コンテンツ創作の脳の厚み, KDDI総研 R&A (2000), http://www.kddi-ri.jp/pdf/KDDI-RA-200904-02-PRT.pdf

44. Social Media in Japan Blog: 17M Users (3M active)/July,2008 Many bloggers, Wide rage Hosting Very Large BSS : 2-channel Many topics, Many users 12M unique users / Nov., 2008 SNS Mixi(17 M Users /June, 2009) Wikipedia One of Top five languages in Wikipedia Video sharing Youtube NicoNicoDouga: 15M users / Dec 14, 2009 Picture sharing Pixiv: 1.5M users/Dec 26, 2009 Mircoblog (twitter) Now Emerging (Population of Japan: 120 M) (Twitter: 45M users worldwide/ June, 2009)

45. Conclusion Our use of Web is shifting Web of Documents: Linking documents is New! Cool! Web of People: Linking people is New! Cool! Web of Creativity: Linking creative activity is New! Cool! The model “Community Web” model 3 Information activities and 3 Communication activities Creative activity is a composite of the above 6 activities Massively Collaborative Creation A new style of creation A natural extension of our use of web A full use of “community web” activities