Sentiment, Opinion & Emotion on the Multilingual Web

Sentiment, Opinion & Emotion on the Multilingual Web

Seth GrimesAlta Plana Corporation

@sethgrimes

New Horizons for the Multilingal Web – MadridMay 8, 2014

Sentiment, Opinion & Emotion

Four varieties of data1. Machine data (e.g., logs, sensor

outputs, clickstreams).2. Interactions and transactions

(including location and time).3. Profile: individual, demographic &

behavioral.4. Media: Text, audio, images, and

video.

And two super-types• Facts.• Feelings.

Sentiment, Opinion & Emotion

Feelings“Sentiment analysis or opinion mining is the computational study of opinions, sentiments and emotions expressed in text.”

-- Bing Liu, 2010, “Sentiment Analysis and Subjectivity,” in Handbook of Natural

Language Processing• “My graphics look horrible when I play and

I’m all laggy.”• “The Iraqi regime… possesses and produces

chemical and biological weapons.” -- George W. Bush, Oct 7, 2002.

• “I like pepsi better simple as that, coke feels like I’m drinking battery acid but it tastes good.”

Sentiment, Opinion & Emotion

Opinions, sentiment & emotion

Sentiment, Opinion & Emotion

The sentiment value of an opinion may be expressed as a quintuple (oj, fjk, soijkl, hi, tl) where:• oj is a target object. • fjk is an feature of the object oj.• hi is an opinion holder. • tl is the time when the opinion is

expressed. • soijkl is the sentiment value of the

opinion of the opinion holder hi regarding feature fjk of object oj at time tl.

• soijkl is +ve, -ve, or neu, or a more granular rating.

(Bing Liu, NLP Handbook)

Sentiment, Opinion & Emotion

Comparative opinions --(O1, O2, F, po, h, t):

• O1 and O2 are object sets being compared based on shared features F.

• po is the preferred object set of the opinion holder h.

• t is the time when the comparative opinion is expressed.

(Bing Liu)

Sentiment, Opinion & Emotion

Questions for business (& government):

What are people saying? What’s hot/trending?What are they saying about {topic|person|

product} X?... about X versus {topic|person|product} Y?How has opinion about X and Y evolved?How has opinion correlated with {our|

competitors’|general} {news|marketing|sales|events}?

Who (and What, When & How) are opinion leaders?

How does sentiment propagate across multiple channels?

What’s behind opinion, the root causes?(How) Can we link opinions, profiles,

behaviors & transactions to discern intent and predict actions?

(oj, fjk, soijkl, hi, tl)? (O1, O2, F, po, h, t)?

Sentiment, Opinion & Emotion

Sentiment surfaced via typical industry applications.

Sentiment, Opinion & Emotion

Sentiment, Opinion & Emotion

Sentiment is of interest at multiple levels.Corpus / data space, i.e., across multiple sources.

Document.Statement / sentence.Entity / topic / concept.

Human language is noisy and chaotic!Jargon, slang, irony, ambiguity, anaphora, polysemy, synonymy, etc., and culturally dependent.

Context is key. Discourse analysis comes into play.

Meaning may be implied rather than directly stated.

Sentiment, Opinion & Emotion

Feelings (without reductionism)

Sentiment, Opinion & Emotion

Emotion and understanding

Sentiment, Opinion & Emotion

Emotion and effect

Sentiment, Opinion & Emotion

Prediction/Feeling/Wish... and Intent

http://www.aiaioo.com/whitepapers/intention_analysis_use_cases.pdf

http://sentibet.com/

Sentiment, Opinion & Emotion

“It was the best of times, it was the worst of times.” Opinion++?

Maybe (oj, fjk, hi, il, cm, mn, soijklmn) where:• oj is a target object. • fjk is an feature of the object oj.• hi is an opinion holder. • il is an instance of opinion expression. • cm is a categorization. • mn is a classification method.• soijklmn is the sentiment value of the

opinion of opinion holder hi at time tl

regarding feature fjk of object oj, within categorization cm and as classified via method mn .

Sentiment, Opinion & Emotion

Beyond Text:• Audio including speech.• Images.• Video.

http://www.geekosystem.com/facebook-face-recognition/

http://www.sciencedirect.com/science/article/pii/S0167639312000118

http://flylib.com/books/en/2.495.1.54/1/

Sentiment, Opinion & Emotion

All this keeps us busy, even without…

“The share rise in users who selected Arabic…coincided with much of the civil unrest… in Middle Eastern countries.”

http://bits.blogs.nytimes.com/2014/03/09/the-languages-of-twitter-users/

Sentiment, Opinion & Emotion

But…

Sentiment, Opinion & Emotion

And?

Sentiment, Opinion & Emotion on the Multilingual Web

Seth GrimesAlta Plana Corporation

@sethgrimes

New Horizons for the Multilingal Web – MadridMay 8, 2014