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Scholars, advertisers and political activists see massive online social networks as a representation of social interactions that can be used to study the propagation of ideas, social bond dynamics and viral marketing, among others. But the linked structures of social networks do not reveal actual interactions among people. Scarcity of attention and the daily rhythms of life and work makes people default to interacting with those few that matter and that reciprocate their attention. A study of social interactions within Twitter reveals that the driver of usage is a sparse and hidden network of connections underlying the "declared" set of friends and followers.

I've been watching with some interest Internet discussions about a campaign video commissioned by Emily Rowe in her run for student president at The UWO. The video is play on the Discovery Channel's popular "Boom De Ya Da!" ad. Instead of the world, the players in the video love Western.