  Online social media is a social vehicle in which people share various moments
of their lives with their friends, such as playing sports, cooking dinner or
just taking a selfie for fun, via visual means, that is, photographs. Our study
takes a closer look at the popular visual concepts illustrating various
cultural lifestyles from aggregated, de-identified photographs. We perform
analysis both at macroscopic and microscopic levels, to gain novel insights
about global and local visual trends as well as the dynamics of interpersonal
cultural exchange and diffusion among Facebook friends. We processed images by
automatically classifying the visual content by a convolutional neural network
(CNN). Through various statistical tests, we find that socially tied
individuals more likely post images showing similar cultural lifestyles. To
further identify the main cause of the observed social correlation, we use the
Shuffle test and the Preference-based Matched Estimation (PME) test to
distinguish the effects of influence and homophily. The results indicate that
the visual content of each user's photographs are temporally, although not
necessarily causally, correlated with the photographs of their friends, which
may suggest the effect of influence. Our paper demonstrates that Facebook
photographs exhibit diverse cultural lifestyles and preferences and that the
social interaction mediated through the visual channel in social media can be
an effective mechanism for cultural diffusion.
