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Inferring cultural similarity among Brazilian states based on data from social media advertising platforms

Published: 30 November 2020 Publication History

Abstract

Due to its continental size, Brazil is one of the countries with the largest territorial extension in the world, with a total of 27 federative units, and prominent cultural diversity. Brazil is also among the five countries with the largest social inequality according to the UN, which may stimulate the interstate migration process. This process contributes to an increase in cultural diffusion across the states of origin and destination of migrants since they move with all their habits including food and drink preferences. In our work, we measured the similarity among Brazilian states, analyzing food and drink preferences as a cultural indicator. By leveraging the Facebook advertising platform, which allows us to obtain an estimate of the total number of users who satisfy a set of attributes provided, we collected the audience for food and drinks in Brazil to conduct our analysis. In order to validate our results, we compared the cultural similarity of the states with the rate of migrants they received in a given period. Our results reveal a positive correlation between cultural similarity and the rate of migration.

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cover image ACM Conferences
WebMedia '20: Proceedings of the Brazilian Symposium on Multimedia and the Web
November 2020
364 pages
ISBN:9781450381963
DOI:10.1145/3428658
Permission to make digital or hard copies of all or part of this work for personal or classroom use is granted without fee provided that copies are not made or distributed for profit or commercial advantage and that copies bear this notice and the full citation on the first page. Copyrights for components of this work owned by others than ACM must be honored. Abstracting with credit is permitted. To copy otherwise, or republish, to post on servers or to redistribute to lists, requires prior specific permission and/or a fee. Request permissions from [email protected]

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In-Cooperation

  • SBC: Brazilian Computer Society
  • CNPq: Conselho Nacional de Desenvolvimento Cientifico e Tecn
  • CGIBR: Comite Gestor da Internet no Brazil
  • CAPES: Brazilian Higher Education Funding Council

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Association for Computing Machinery

New York, NY, United States

Publication History

Published: 30 November 2020

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Author Tags

  1. facebook ads
  2. migration
  3. social media
  4. social networks

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  • Refereed limited

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WebMedia '20
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WebMedia '20: Brazillian Symposium on Multimedia and the Web
November 30 - December 4, 2020
São Luís, Brazil

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WebMedia '20 Paper Acceptance Rate 34 of 87 submissions, 39%;
Overall Acceptance Rate 270 of 873 submissions, 31%

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