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Personally expressed identity is who or what an individual themselves says they are, and it should be studied at scale. At scale means with data on millions of individuals, which is newly available and comes timestamped and geocoded. This work introduces a dataset for the study of identity at scale and describes the method for collecting and aggregating such data. Further, tools and theory for working with the data are presented. A demonstration analysis provides evidence that personal, individual development and changing cultural norms can be observed with these data and methods.

We introduce CurmElo, a forced-choice approach to producing a preference ranking of an arbitrary set of objects that combines the Elo algorithm with novel techniques for detecting and correcting for (1) preference heterogeneity induced polarization in preferences among raters, and (2) intransitivity in preference rankings. We detail the application of CurmElo to the problem of generating approximately preference-neutral identifiers, in this case four-letter and five-letter nonsense words patterned on the phonological conventions of the English language, using a population of Amazon Mechanical Turk workers. We find evidence that human raters have significant non-uniform preferences over these nonsense words, and we detail the consequences of this finding for social science work that utilizes identifiers without accounting for the bias this can induce. In addition, we describe how CurmElo can be used to produce rankings of arbitrary features or dimensions of preference of a set of objects relative to a population of raters.

Social influence plays an important role in human behavior and decisions. Sources of influence can be divided as external, which are independent of social context, or as originating from peers, such as family and friends. An important question is how to disentangle the social contagion by peers from external influences. While a variety of experimental and observational studies provided insight into this problem, identifying the extent of contagion based on large-scale observational data with an unknown network structure remains largely unexplored. By bridging the gap between the large-scale complex systems perspective of collective human dynamics and the detailed approach of social sciences, we present a parsimonious model of social influence, and apply it to a central topic in political science--elections and voting behavior. We provide an analytical expression of the county vote-share distribution, which is in excellent agreement with almost a century of observed U.S. presidential election data. Analyzing the social influence topography over this period reveals an abrupt phase transition from low to high levels of social contagion, and robust differences among regions. These results suggest that social contagion effects are becoming more instrumental in shaping large-scale collective political behavior, with implications on democratic electoral processes and policies.