The blogosphere as an excitable social medium: Richter's and Omori's Law in media coverage

We study the dynamics of public media attention by monitoring the content of online blogs. Social and media events can be traced by the propagation of word frequencies of related keywords. Media events are classified as exogenous - where blogging activity is triggered by an external news item - or endogenous where word frequencies build up within a blogging community without external influences. We show that word occurrences show statistical similarities to earthquakes. The size distribution of media events follows a Gutenberg-Richter law, the dynamics of media attention before and after the media event follows Omori's law. We present further empirical evidence that for media events of endogenous origin the overall public reception of the event is correlated with the behavior of word frequencies at the beginning of the event, and is to a certain degree predictable. These results may imply that the process of opinion formation in a human society might be related to effects known from excitable media.