Fully Funded PhD Scholarship – Quantitative Modelling of Collective Attention Dynamics in Social Media
This fully funded PhD scholarship at Northeastern University London offers an exciting opportunity to investigate the quantitative modelling of short-term collective attention dynamics in online cultural and social systems. The project aims to advance the fundamental understanding of how collective attention is captured and sustained, shaping cultural influence, diffusion, and long-term success in digital environments. The research will focus on the early stages of exposure, where attention spans are shrinking and initial engagement is increasingly critical for long-term outcomes.
Empirical evidence suggests that the popularity trajectory of cultural items, such as songs or social media posts, can often be predicted with high accuracy using only the first few days of data. This project seeks to identify, model, and test general laws governing early collective attention, using a strongly quantitative and data-driven approach. The student will develop mathematical and statistical models, drawing on probability theory, stochastic processes, and statistical physics, and will test these models across large-scale datasets from music consumption, social media activity, and other online platforms. Where individual-level data is available, it will be used to validate behavioral mechanisms underlying observed collective patterns. The project also allows for the integration of metadata, such as content features or contextual information, to study their impact on early attention trajectories.
The PhD is funded by Sony CSL - Paris, providing access to unique datasets and a stable, well-supported research environment. The student will benefit from close interaction with an international research lab and a multi-institution supervisory team from NU London, Northeastern University, Sony CSL - Paris, and the University of Kent. The Complex Connections Lab at NU London, where the student will be based, is dedicated to studying complex social connections and human behavior in cities and online, using network science, complexity theory, and data science.
The ideal candidate will have a Bachelor’s degree (2:1 or 1st) in a relevant subject and preferably a Master’s degree in Complex Systems, Networks, Data Science, Computational Social Science, Natural Language Models, Physics, Mathematics, Computer Science, or related fields. Proficiency in programming languages (Python, SQL, Julia) and experience with software development tools (Pandas, scikit-learn, Spark, Git) are required. Fluency in English (IELTS 6.5 overall, minimum 6.5 in each component or equivalent) is necessary. Candidates should demonstrate collaborative spirit, initiative, communication skills, and enthusiasm for interdisciplinary research. Experience or willingness to learn data visualisation techniques and vectorial image design is desirable. Applications are open to UK and international students, but visa costs cannot be supported.
The scholarship covers full tuition fees, an annual stipend (£20,622 for 2025/2026, with London allowance), and annual increments in line with UKRI rates for 3.5 years. Students will have the opportunity to optionally travel to Northeastern University in North America to further their research training and experience. The project start date is flexible before October 2026, and the mode of study is full-time. Shortlisted candidates will be interviewed by the end of March. For informal enquiries, contact Prof R Di Clemente at [email protected].
To apply, submit a CV and Covering Letter detailing your qualifications and interest in the project via the provided application link, referencing your application as ‘R139005’.
