RedditHoles

“If you don't know where you're going any road can take you there”

What is reddit?

Reddit is a social media platform organised in communities rather than individual connections.

This makes the experience on the platform quite different from other Social Networks and closer, in a way, to the one of forums in Web 1.0.
Users (u_myusername) can take part in subreddits (r/mysubredditname) where topics are discussed and partecipation takes place in the form of either posting or up/downvoting posts and comments from others. The total value of upvotes and downvotes can be quantified as the total karma of a post, comment or user.

Who are users?

A user (also called redditor) can make posts.

Posts (also called submissions) can be links, videos, pictures, polls or text.
The OP (Original Poster) as well as other users can comment and vote the post if they find it interesting.
Users can also give posts awards by paying for Reddit coins; these recognize other people's contributions. There are hundreds of these, from a generic gold or silver award to others following internet lingo and memes, such as the “F” award (used ironically to ‘pay respect’).
Users can mark their posts with multiple types of flairs such as OC (Original Content), Spoilers, +18 and so on.
Users can be humans or bots. Bots represent an important part of the Reddit experience, with roles from moderation, to engaging with users by quoting movies or books, waving flags to other utilities and fun uses.






What are communities?

Reddit is structured in subreddits, communities that users can join.

Subreddits' themes can vary from cute pets, to political parties, to recipe advice. A subreddit are usually referred to as “r/” followed by its name (in our case, we will start our study from “r/conspiracy”).
Subreddits present multiple difference and can also have interesting mechanics. Subreddits can have different levels of moderation and bot acceptance, various tone to posts (from moderate to sarcastic to aggressive), all depending from the nature of the subreddit.
Subreddits may also have rules: some subreddits require mandatory flairing, some require the link of sources, some have no rules at all (as in the case of conspiracy). This ambiguity makes Reddit a more decentralised and open Social Network in which some of the (inefficient) cut down on fake news and trolls that happened on sites such as Facebook or Twitter has not happened (at least at the same level) yet.
Given this, we already had some extreme subreddits that were closed, while some controversial communities can still be found. You can find a Wikipedia article here about those.


Who is the average redditor?

Reddit users, according to data from the site itself, are more than 50 million with more than 100 thousand communities.

They are mostly male (56%) and are between 18 and 34 year old (58%). They are from the US and English speaking countries, with significant communities from Germany and India.


What kind of mechanics influence communication on Reddit?

The community-centric nature of Reddit makes for an ideal place for the birth of Echo Chambers and Rabbit Holes.

The expression "Echo Chamber" refers to situations in which personal beliefs and opinions are amplified by communication and repetition inside a closed information system, insulated from any possible disagreement.
By participating in an Echo Chamber, people are insulated from opposite opinions, resulting in a classic example of confirmation bias.
Because of this, Echo Chambers increase social and political polarization and extremism.
Going down the Rabbit Hole is a metaphor to indicate that a person is caught up in intense topic research phase that includes going from subject to subject, deeper and deeper, leading to the creation of an often weird and seemingly unrelated belief system (this video shows it very clearly).
The metaphor comes from Lewis Carroll's 1865 novel Alice's Adventures in Wonderland, in which Alice begins an adventure by following the White Rabbit into his burrow.
An example of the strong affiliation between users and subreddits is the level of competition, and sometimes hatred, between them. We see this in the political sphere, where one can find subreddits dedicated to Bernie Sanders and subreddits going against them. Another can be found in the r/place subreddit, an event-connected subreddit (it was opened, before 2022, in 2017) in which each user could place a pixel in a canvas every 5 minutes, requiring coordination between users to create a bigger picture, resulting in 'wars' for space between subreddits.
Below you can find some Rabbit Holes, depending on your interests. Where will the Rabbit take you?

Reddit Holes - The Network of Subreddits

"Which way I ought to go from here?"

This section is dedicated to the networks of subreddits we found in our research.
These were found by investigating the posts shared by subreddits (e.g. a link to a news is shared between them, an image in common...), starting from r/conspiracy. We did this by employing Network Analysis tools (Gephi). The more the posts in common, the stronger the connection is. In particular, these networks were found by means of modularity (the cohesion of the network's communities)
We also observed the comment section's behavior through a Sentiment Analysis and a Topic Modelling. Sentiment Analysis returns whether the words in a comment are negative or positive (e.g. swear words make a comment negative), while Topic Modelling uses Deep Learning to find abstract topics in the texts.
There may be lacking information / absence of some subreddits from comments-related data; that is because it often happens that there are no comments in crossposts, as a post was already seen in a more popular subreddit.


Information, daily news, crypto and news about reddit

Whatever you would like to know about this stuff, here you got some.

The first subnetwork we identified was related to Bitcoins, Crypto-market, news and (mis)information and stuff about Reddit, highly connected both to news and political channels. This also includes r/conspiracy and r/mistyfront.
The presence of communities related to the market speculation and crypto on Reddit is not only well known but also caused some of the economical freezes of the last years, including the Gamestop short squeeze in January 2021.
This network is also tightly connected to Political and news subreddits, along with generalist subreddits such as r/Pics and subreddit about recent events, for instance r/Blackout2015, which could be functioning as bridges between news and misinformation. This created a connection between otherwise news oriented subreddits and mostly delusional ones.



Sentiment analysis

How's the comment section feeling down here?




News and society

In all their forms and colours

These subreddits are unified by the interest in news and interest into conspiracy theories.
Notable Subreddits: AnythingGoesNews, ConspiracyII, moderatepolitics.
It seems to have a generally negative sentiment in the comment section.



Sentiment analysis

How's the comment section feeling down here?




Crypto, Tech news and politics

You think you understand finance and then Gamestops stocks become valuable.

These subreddits tend to have multiple affiliations, unified in general by an interest in tech. We can identify a generalist part, closer to the rest of subreddits (with r/politics, r/technology and r/techgeeks) and a farther branch about crypto (r/cryptocurrency), with a distinct section that is very much isolated (r/BitcoinAll)
. Notable subreddits: politics, technology,techgeeks, cryptocurrency, BitcoinAll
The comment section here seems to be mostly positive.



Sentiment analysis

How's the comment section feeling down here?




Metareddit

Why stop yourself on being on reddit? Stay and talk about it!

These subreddits cover a wide range of topics. Some subreddits are very general ones (r/pics), some are news collected by bots (r/mistyfront) or even entire subnetworks made by bots (r/subredditNN), some represent a place for discussing metaevents (r/blackout2015).
Notable subreddits: mistyfront, subredditNN, pics, Blackout2015, misc.
The comments tend to be varied, but mostly positive.



Sentiment analysis

How's the comment section feeling down here?

Science, pseudoscience, alien ships, antivaxxers and Canadians

These and so many more wanders in the network of misinformation

This subnetwork connects science and pseudoscience themed subreddits, linking various sources of information to communities such as the ChurchOfCovid or r/ClimateSkeptics.
We can also observe another network, strictly connected to misinformation and conspiracies (and Canada). This one creates a cluster around r/Classified, formed of subnetworks related to different conspiracy theories, from aliens to Bigfoot.
Some of this subreddits connect, in their turn to other more radicalized ones such as DebateVaccines or r/ScienceUncensored which in his turn opens the door to more misinformative channels.



Sentiment analysis

How's the comment section feeling down here?




Scientifical and everyday news

With just a pinch of "WTF?"

This branch contains mostly scientific-themed subreddits, with some exceptions. Among these are r/autonews, r/GUARDIANauto (subreddits that collects news via a bot) and r/ScienceUncensored, where science are shared without moderation, as well as the parodistic r/ChurchOfCovid.
Notable Subreddits: Futurology, autonews, GUARDIANauto, ScienceUncensored, ChurchOfCovid



Sentiment analysis

How's the comment section feeling down here?




Conspiracies and likely

Questionable beliefs and where to find them (Canada?)

This is the most sparse subnetwork. Probably influenced by the so-called Freedom Convoy during the time of scraping, it presents many Canada-related subreddits (r/canada, r/Ontario) along with generalist ones (r/todayilearned) and a sparse, highly conspiratorial subreddits (r/classified, r/conspiracyhub).
Notable Subreddits: canada, classified, todayilearned, conspiracyhub.
The comment section presents a varied comment section.



Sentiment analysis

How's the comment section feeling down here?

Political subreddits

We are talking left, right and Bernie

Here we can observe three subnetworks related to political beliefs: the first is a right-wing and conservative network, consinsting of subreddits such as r/Conservative or r/Libertarian, connected in turn to even more radicalized ones such as r/ClintonInvestigation.
Then there is a subnetwork containing leftist ideologies, grouped together but still distinct from one another. Here it is possible to jam from r/LateStageCapitalism to r/occupywallstreet, from r/SocialismAndVeganism to r/KossacksForSanders.
This last one connects the leftist subnetwork to a tighter one devoted to Bernie Sanders, which is mainly centered around r/BernieSanders and r/WayOfTheBern. The first subnetworks recalls in its proximity all subreddits related to Bernie Sanders for different American States and cities such as r/NYforSanders or r/CaliforniaForSanders. This conglomerate also has a repulsive relationship with political right subreddits composing the conservative conglomerate.



Sentiment analysis

How's the comment section feeling down here?




Literally Right and Libertarian politics.

Less right figuratively.

Here we can distinguish a part of the network that is more distinctly news oriented and less radical (r/Conservative, r/Libertarian, as well as the generalist r/worldnews), while a smaller galaxy of alternative news, Trump-related and right wing political pundits is formed near them (r/LouderWithCrowder, r/conspiracyundone, r/The_Donald_Discuss).
Notable Subreddits: Conservative, Libertarian, worldnews, LouderWithCrowder, conspiracyundone, The_Donald_Discuss.
The comments tend to be highly negative.



Sentiment analysis

How's the comment section feeling down here?




Bernie Sanders and his subreddits

Which are so. many. more. than one would expect to find.

Bernie Sanders received, in 2020, significant grassroot support, especially in online political spaces. We can observe this trend in the distinct network that can be observed here. We have some subreddits closer to other political ones (r/WayOfTheBern, r/WeAreNotAsking), while two conglomerates can be observed on the top left, centred around r/BernieSanders, and another with r/NYForSanders and r/CaliforniaForSanders that localize those communities.
Notable Subreddits: WayOfTheBern, WeAreNotAsking,
BernieSanders, NYForSanders, CaliforniaForSanders.
Comments tend to change significantly between subreddits, but tend to be positive.



Sentiment analysis

How's the comment section feeling down here?




Whatever is Left, we will take it!

And you can be sure, there is plenty of it.

This highly condensed subnetwork contains multiple subreddits related to leftist ideologies. The biggest one, r/LateStageCapitalism, functions is central to more specialized subreddits about different topics (e.g. r/SocialismAndVeganism, r/occupywallstreet, r/KossaksForSanders that functions as gateway towards the Bernie Sanders' subnetwork). Among the most recognizable secondary subnetworks, we can find r/HasanPiker, about the well-known leftist streamer, and an extreme left subnetwork around r/PleaseCallMeRedScarf.
Notable Subreddits: LateStageCapitalism, SocialismAndVeganism, occupywallstreet, KossaksForSanders, HasanPiker, PleaseCallMeRedScarf.
The comments tend to be highly polarised, with a majority of negative comments.



Sentiment analysis

How's the comment section feeling down here?

Echo chambers - Through the looking glass

"Why, sometimes I've believed as many as six impossible things before breakfast."

This section is dedicated to the topic modeling and text representation of comments extracted from the subnetworks previously identified.
These were found by investigating the posts shared by subreddits: we did this by employing gensim library for topic modeling and WordClouds, developing such analysis in python.
There may be lacking information / absence of some subreddits from comments-related data; that is because it often happens that there are no comments in crossposts, as a post was already seen in a more popular subreddit. Another issue was the presence of Bots, which are a foundamental component of reddit environment but can (and in fact did) nonetheless alterate tesxtual analysis such as the ones performed in this section.

Metareddit, News and Bitcoins

What are we talking about?


NEWS AND POLITICS

What are we talking about?


Bitcoins, Crypto and stocks

What are we talking about?


METAREDDIT

What are we talking about?


LEFT, RIGHT and BERNIE

What are we talking about?


Bernie Sander's subreddits

What are we talking about?


LEFT politics

What are we talking about?


Right politics

What are we talking about?


SCIENCE, PSEUDOSCIENCE AND CONsPIRACIES

What are we talking about?


SCIENCE

What are we talking about?


CONSPIRACIES

What are we talking about?


Our data in numbers

“I don’t see how he can ever finish, if he doesn’t begin.”

Subreddits

Posts

Comments

Rabbit

Why reddit?

“Be what you would seem to be”

Reddit is a community based Social Network


The subreddit community structure allows and facilitates the creation of Echo Chambers.
People sharing similar ideas and interests are facilitated to group together, reinforcing the human tendency to look for similar individuals.
These communities therefore become the perfect environment to foster reciprocal confirmation bias.

Reddit's moderation is often devolved to users


The fact that communities have the right to moderate (or not) themselves makes Reddit less punishing compared to other social networks, with a less restrictive control from the top.
This allows for all kind of (mis)information to spread freely in the communities, allowing for otherwise censored contents to find their place on the platform.

Reddit's structure is prone to the creation of Rabbit Holes


Rabbit holes happen when a user is caught up in social media content, starting from one and following further branches with the theoretically infinite search, due to the huge quantities of content.
Since each user is able to see the posts from the communities they are following, it is really easy to find more and more contents related to one another, in the form of posted materials from other subreddits.
One could therefore theoretically keep jumping from post to post, without ever going back to their past trail, and getting caught up more and more in their starting topics or collateral ones.

Reddit has a publicly accessible API that can be used to post and retrieve information


The ease to access large amounts of information regarding the contents shared on the platform made it a good candidate for our study.
We were able to analyze Reddit's contents through the use of PRAW, a Python library that allows to access the plaform API. The only requirements to use it are a Reddit profile and the creation of an app (which grants the developer with a secret key to query the API with).

Reddit's has recently been growing in popularity within the social studies community


The attention of academics from social sciences, along with computer sciences, communication studies and similar has been drown to this platform because of its ease of consulting, users freedom of speech, self regulation and the vastness and variety of its contents, but a lot is still left to be investigated.
In this context it is interesting to approach the dynamics of reddit, as much as the ones it shares with canonical social medias, under the lenses of Digital Humanities.

Reddit posseses a unique and varied user base

It started out as a "nerd-based" community, but now it incorporates a wide variety of contents, from finance, to computer science, to politics and news. There are probably a dedicated subreddit to any topic you can find (a personal favorite of ours: parasnailing, a subreddit about snails who... parachute?).
Another interesting point was the variety of actions that communities take outside the platform. One example of this is "r/WallStreetBets" guiding the Gamestop short squeeze in January 2021.

Thesis and approach

“Sentence first—verdict afterwards.”

Rabbit Holes and Echo Chambers are processes that can be observed on Reddit

This shows that the platform, even if the "suggestion logic" that governs other social media platforms (e.g. Youtube) is less manifested, it is not safe and sound in the least.
Communities tend to form around topics and ideologies, reproducing something more similar to the basic human need to find assurance and stable truths to base their behavior on (e.g. confirmation bias or selective perception).

Rabbit Holes and Echo Chambers can create more cohesive subcommunities around various topics

By analyzing the structure of the network formed by subreddits as nodes and connected by crossposts it will be possible to highlight, using analytical tools such as Network Analysis, overarching communities.
These communities should represent real thematic conglomerates of subreddits. This does not mean that there are strongly interrelated subreddits with just one point of interest but wider and multifaceted connections constructed thanks to social, political and ideological connections (e.g subreddits related to extreme left and subreddits related to veganism, which has been, in the last years linked to strong political actions and political movements such as PETA).

Users approach radicalized contents through gateways communities that can lead from moderate and socially acceptable contents to more radicalized ones

Users participate to discussions in subreddits communities and often connect them with one another through crossposting of contents. This allows for radicalized contents to reach new users, through users interaction, connecting them to less moderate communities.
It is also possible to observe, through the analysis of contents, how sectorized subreddits, participating in smaller communities, connect to wider ones through gateways consisting in subreddits grouping linked topics in the same environment.
An evidence of radicalization may also appear from the tone of conversation. As social media allows for free expression of hatred, we expect most comments in radicalized communities to be negative.

Identification and extraction of connections between subreddits

You can follow our methods in our Jupyter Notebook.
What we needed to start our analysis was to identify a starting subreddit and then expand its connections and examine them. Our starting point was r/conspiracy in order to be sure to include at least one conspirational subreddit in the analysis.
We then decided to consider the top 5000 posts from the subreddit, extract their url and query the whole Reddit to search for posts sharing their URL, through PRAW.
We were then able to obtain the subreddits r/conspiracy was most connected with, at least in terms of shared contents, and save them in a CSV file: this consisted in our network's first level, containing the resharing's location, their link and their number.
We then proceeded to expand this first level into the second one applying the exact same logic to each of the subnetwork identified in the CSV: this generated a list of CSV files, each corresponding to the resharings subreddits relative to the first 5000 top posts of its naming subreddit.
For the first level we randomly selected 10 of this CSVs and performed the same task, but this time considering only the first 500 top posts.

Network construction and identification of communities

With this data we were able to extract the information needed to construct our network of subreddits, considering each of them as a node, weighted by the amount of connections possessed, while edges were identified as crossposts between nodes and weighted by the number of actual crossposts present, which was one of the information previously memorized in the CSV files.
The network was then subdivided in communities through the application of Modularity measures and the communities were separated before submitting the network to a ForceAtlas algorithm to allow the observation of more and less central communities. This also allowed us to identify groups of communities sharing connections and sub-group the whole networks in such aggregated subnetworks, along with the single ones previously highlighted.

Comment extraction: Sentiment Analysis, Topic Modeling and Wordclouds

The last step consisted in extracting each posts' comments, considering also the first level of replies to each comment, and save them in order to access them later for analysis. This was done both at a single subnetwork level than at a grouped-subnetwork one.
Comments were then submitted to Sentiment Analysis and Topic Modelling: the first one is a methodology employing supervised machine learning able to identify affective states and subjective information, while the latter is a statistical method used to discover recurring topics in a collection of texts. Vader lexicon was chosen for both processes in order not to underestimate social networks slangs and typical expressions.
Also wordclouds were computed from comments through the use of WordCloud.


“If there’s no meaning in it,” said the King, “that saves a world of trouble, you know, as we needn’t try to find any.”


Results

“Everything’s got a moral, if only you can find it”

Smaller communities share viewpoints, but have similar posts to bigger ones

It's not just communities with similar viewpoints that have the same posts. Often times, there are similar shared posts in communities with little to do with one another, but the closest communities share the same posts, suggesting an Echo Chamber formation.

It is possible to trace some social movements through the posts

The Bernie campaign for 2020 can be traced in the plethora of subreddits dedicated to him. The same can be said about the Canadian Freedom Convoy.

Reddit bots are everywhere!

They significantly impact the comment section of any post, as well as propagate crossposts.

The conspiratorial part of Reddit has multiple forms

There is not just a single, coherent, conspiratorial part of Reddit, rather a multiheaded perspective.

There is a small number of subreddit that unify the expansion of news

There is usually a number of subreddits that forms the backbone of news sharing, around which other communities seem to form

It did not take long to go from r/conspiracy to r/pics

Reddit is huge, but the steps to go from one place to another is small. It is very easy to end up in an Echo Chamber of subreddits sharing the same views.

What can you do?

“No, I’ll look first, and see whether it’s marked ‘poison’ or not.”

Echo Chambers can be found in any Social Media, as they are a result of both social networks' algorithms that suggest new content based on what they calculate will attract most attention to the user, as well as the formation of insulated communities. As an example, echo chambers are well-documented on Facebook.

This is difficult to say. While personal responsibility cannot be the solution to this, one should always remember that social media are not representative of the general population; what we see is the result of decisions made to maximise our attention. A better solution would be the intervention of legislators, who should ask for transparency to social media companies.

A solution could be to do a step back and really ask yourself: is this information reliable? Is this really what I believe or do I just happen to be shown all this, thus becoming accustomed to this information? What was my original curiosity?

One naturally tends to be around people with similar ideas and information, and people who are close to us tend to shape our ideas. This also happens through old media, but online interactions excacerbate this behavior.

It is very much human to fall into an Echo Chamber. Being aware of ones' biases and of being in an Echo Chamber is the first step to 'breath fresh air' and see what really is 'Through the Looking Glass'.

Well, we cannot control you- we wanted you just to be aware of the context you are in.

Team

“I do wish I hadn’t drunk quite so much!”

Davide Brembilla

Web scraper and sentiment analyst

Oh well.
Favorite Echo Chamber: Canada and Conspiracies

Giorgia Sampó

Network maker and reddit lover

Still trying to understand why is a raven like a writing desk.