arXiv:2510.05761cs.AIcs.CL2025-10中稿 · ACM WebSci 2026

用多模态数据提前预测跨语言梗图传播,首次揭示传播路径依赖性。

Early Multimodal Prediction of Cross-Lingual Meme Virality on Reddit: A Time-Window Analysis

  • 构建融合视觉、文本、网络与时间信号的多模态特征集,定义动态化病毒式传播评分
  • 30分钟时达到PR AUC 0.43,420分钟提升至0.80,证明早期预测可行
  • 发现传播存在内容天花板,网络与时间动态特征是突破瓶颈的关键

梗图是网络文化的核心,但其跨语言传播难以预测。我们构建了一个大规模时间序列数据集,包含来自25个梗图主题子版块、八个语言组的46,578条Reddit梗图,记录超百万次互动。提出基于混合得分的病毒式传播新定义,通过社区规模归一化并整合速度与加速度等动态特征,克服传统静态阈值的任意性。在此基础上,构建融合视觉、文本、上下文、网络与时间信号的多模态特征集,利用多模态大模型实现跨语言内容标注的一致性。在30至420分钟的早期观察窗口中,对比可解释基线(XGBoost、MLP)与端到端深度模型(BERT、InceptionV3、CLIP)。最佳模型为多模态XGBoost分类器,在30分钟时达到PR AUC 0.43,420分钟时达0.80,表明在强类别不平衡下仍可实现早期预测。结果揭示‘内容天花板’现象:仅依赖内容或深度多模态基线表现停滞于低水平,而结构化网络与时间特征是突破该限制的关键。基于SHAP的时间分析进一步发现证据转移:早期预测依赖网络先验(作者与社区上下文),后期则逐渐依赖时间动态(速度、加速度)以累积互动。整体上,我们重新将梗图病毒式传播视为由曝光和早期互动模式驱动的动态路径依赖过程,而非仅由内容决定。

原文摘要 · Abstract (English)

Memes are a central part of online culture, yet their virality remains difficult to predict, especially in cross-lingual settings. We present a large-scale, time-series dataset of 46,578 Reddit memes collected from 25 meme-centric subreddits across eight language groups, with more than one million engagement tracking points. We propose a data-driven definition of virality based on a Hybrid Score that normalises engagement by community size and integrates dynamic features such as velocity and acceleration. This approach directly addresses the field's reliance on static, simple volume-based thresholds with arbitrary cut-offs. Building on this target, we construct a multimodal feature set that combines Visual, Textual, Contextual, Network, and Temporal signals, including structured annotations from a multimodal LLM to scale cross-lingual content labelling in a consistent way. We benchmark interpretable baselines (XGBoost, MLP) against end-to-end deep models (BERT, InceptionV3, CLIP) across early observation windows from 30 to 420 minutes. Our best model, a multimodal XGBoost classifier, achieves a PR AUC of 0.43 at 30 minutes and 0.80 at 420 minutes, indicating that early prediction of meme virality is feasible even under strong class imbalance. The results reveal a clear Content Ceiling, where content-only and deep multimodal baselines plateau at low PR AUC, while structural Network and Temporal features are necessary to surpass this limit. A SHAP-based temporal analysis further uncovers an evidentiary transition, where early predictions are dominated by network priors (author and community context), and later predictions increasingly rely on temporal dynamics (velocity, acceleration) as engagement accumulates. Overall, we reframe meme virality as a dynamic, path-dependent process governed by exposure and early interaction patterns rather than by intrinsic content alone.

多模态传播预测跨语言时间序列

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