Expanding the Measurement of Culture with a Sample of Two Billion Humans

Abstract

Culture has played a pivotal role in human evolution. Yet, the ability of social scientists to study culture is limited by currently available measurement instruments. Scholars of culture must regularly choose between scalable but sparse survey-based methods or restricted but rich ethnographic methods. Here, we demonstrate that massive online social networks can advance the study of human culture by providing quantitative, scalable, and high-resolution measurement of behaviorally revealed cultural values and preferences. We employ publicly available data across nearly 60,000 topic dimensions drawn from two billion Facebook users across 225 countries and territories. The data capture preferences inferred by Facebook from online behaviours on the platform, behaviors on external websites and apps, and offline behaviours captured by smartphones and other devices. We first validate that cultural distances calculated from this measurement instrument correspond to survey-based and objective measures of cultural differences. We then demonstrate that this measure enables insight into the cultural landscape globally at previously impossible resolution. We analyze the importance of national borders in shaping culture and explore unique cultural markers that identify subnational population groups. The global collection of massive data on human behavior provides a high-dimensional complement to traditional cultural metrics, potentially enabling novel insight into fundamental questions in the social sciences. The measure enables detailed investigation into the countries’ geopolitical stability, social cleavages within both small and large-scale human groups, the integration of migrant populations, and the disaffection of certain population groups from the political process, among myriad other potential future applications.