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Expanding the Measurement of Human Culture


Facebook Cultural Distances

This repository contains the processed data and code to replicate the main analyses performed in the paper “Expanding the Measurement of Culture with a Sample of Two Billion Humans” by Nick Obradovich, Ömer Özak, Ignacio Martín, Ignacio Ortuño-Ortín, Edmond Awad, Manuel Cebrián, Rubén Cuevas, Klaus Desmet, Iyad Rahwan and Ángel Cuevas published in Journal of The Royal Society Interface Volume 19, Issue 190, 2022.

You can download the cultural distance data, Jupyter notebooks, or perform online analysis using the provided Binder. If you are interested in performing the analyses on your own computer it is recommended you fork/clone and download this repository, install Conda and create a conda environment using the included environment. Follow instructions here to install conda and instructions here for creating a conda environment.

If you use the data or code, please cite:

Obradovich Nick, Özak Ömer, Martín Ignacio, Ortuño-Ortín Ignacio, Awad Edmond, Cebrián Manuel, Cuevas Rubén, Desmet Klaus, Rahwan Iyad and Cuevas Ángel, 2022. "Expanding the measurement of culture with a sample of two billion humans", J. R. Soc. Interface. 192022008520220085

Google Studio Dashboard

We have constructed a simple dashboard that you can use to see the data (and use it to create you own dashboards). As setup, it starts by showing the average cultural distance from each country to all others according to our Facebook culturakl distance measure.


Below you can find the links to download our cultural distances based on Facebook data.

Country-level (All data - zip)

Interest Categories - Cosine Distances

Interest Categories - Euclidean Distances

Computation and Replication

We have created a set of notebooks to help replicate our main analyses. Download them to perform your own computations. To analyze the data online use our Binder.


  1. Country-Level Main Analysis
  2. Country-Level Robustness Analysis - Euclidean Distances
  3. Country-Level Robustness Analysis - Major Categories
  4. Country-Level Robustness Analysis - Penetration+
  5. Country-Level Robustness Analysis - Penetration-
  6. Country-Level Robustness Analysis - Age+
  7. Country-Level Robustness Analysis - Age-
  8. Country-Level Robustness Analysis - Gender+
  9. Country-Level Robustness Analysis - Gender-
  10. Country-Level Robustness Analysis - Population Size & Penetration
  11. Region-Level Analysis - Similarity
  12. Region & Gender - Similarity
  13. Region & Gender - Similarity II
  14. Country-level Dendrograms


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This data is provided under Creative Commons Attribution-ShareAlike 4.0 International (CC BY-SA 4.0) License.