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Culturomics was recently introduced as the application of high-throughputdata collection and analysis to the study of human culture. Here we make use ofthis data by investigating fluctuations in yearly usage frequencies of specificwords that describe social and natural phenomena, as derived from books thatwere published over the course of the past two centuries. We show that thedetermination of the Hurst parameter by means of fractal analysis providesfundamental insights into the nature of long-range correlations contained inthe culturomic trajectories, and by doing so, offers new interpretations as towhat might be the main driving forces behind the examined phenomena. Quiteremarkably, we find that social and natural phenomena are governed byfundamentally different processes. While natural phenomena have properties thatare typical for processes with persistent long-range correlations, socialphenomena are better described as nonstationary, on-off intermittent, or Levywalk processes.

Culturomics meets random fractal theory: Insights into long-range correlations of social and natural phenomena over the past two centuries