Digital Traces of Human Behaviour: From Political Mobilisation to Conspiracy Narratives
Lukasz Piwek · University of Bath & Cumulus Neuroscience Ltd
Mon, Jul 7, 2025 · 10:00 UTC
Digital platforms generate unprecedented traces of human behaviour, offering new methodological approaches to understanding collective action, polarisation, and social dynamics. Through analysis of millions of digital traces across multiple studies, we demonstrate how online behaviours predict offline action: Brexit-related tribal discourse responds to real-world events, machine learning models achieve 80% accuracy in predicting real-world protest attendance from digital signals, and social validation through "likes" emerges as a key driver of mobilization. Extending this approach to conspirac