A social character recognition system includes a user profile constructer and a data analyzer. The user profile constructer generates a user profile from user's social information available on the internet and from other external information, the user profile having multiple scales, where the lowest scale includes the raw data, higher scales aggregate the data into generic attributes and the topmost level defines a social character of the user. The data analyzer calculates similarities at least between a first user profile and a second user profile based on weighted functions of distances between the each of the scales in the user profiles.
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