Redefining Sentiment Analysis

Redefining(Sentiment(Analysis1

Shlomo Argamon Subtext3, Inc.

Illinois Institute of Technology

Strong(foundations…18 November, 2011 Sentiment Analysis Symposium, San Francisco

…are(critical!18 November, 2011 Sentiment Analysis Symposium, San Francisco

The(Archetype1Review classification – the earliest, and still

stereotypical sentiment analysis application

8 November, 2011 Sentiment Analysis Symposium, San Francisco

5.0$out$of$5$stars$Great!1This(Nikon(is(great.(It(takes(perfect(pictures(and(I(tried(the(shaking(effect;(it(was(the(bom.(I(shaked(the(camera(while(taking(a(picture(and(the(picture(came(out(picture(perfect.((Great(product!(1

1.0$out$of$5$stars$Buy*cheap,*buy*twice2Im(absolutely(livid(with(myself(for(buying(this(camera.(IFve(gone(through(a(divorce(and(been(left(with(nothing((including(the(loss(of(my(SLR(cameras)(and(this(was(the(one(I(could(afford(that(promised(to(be(the(most(similar(to(the(SLRs.(I(have(a(2(year(old(son,(and(armed(with(only(this(camera,(I(have(missed(documenting(the(last(6(months(of(his(time(with(me.(Every(picture(is(blurredNN(granted(heFs(2(and(moves(a(lot,(but(even(the(slightest(movement(by(the(photographer(blurs(the(image.(Blurred.(EVERYTHING.(I(wish(I(had(saved(up(and(bought(something(decent.(I(will(take(my(loss(on(this(one(for(an(Amazon(gift(card,(but(DONFT(WASTE(YOUR(MONEY.(*sigh*(1

5/5$stars$$.Opera*with*subtitles?**Who*knew?*I(had(the(great(fortune(to(aZend(a(dress(rehersal(for(The(Damnation(of(Faust.((This(updated(version(was(amazing.((1A(M(A(Z(I(N(G.(((The(theatre(is(gorgeous.((The(acoustics(are(incredible.(Go.((Go(now.1

Assumptions1

Text(has(a(single(main(sentiment(about(a(single(main(topic1

Sentiment(is(graded(on(a(linear(scale1Usually$positive/negative.

Words(carry(sentiment(information1

Analysis(=(Classification1

Very(liZle(semantics((if(any)1

Let’s*look*a*li=le*more*closely…2

Do(they(fit(the(archetype?1

This(setup(using(the(CD(was(about(as(easy(as(learning(how(to(open(a(refrigerator(door(for(the(first(time.(1 Easy2

This(setup(using(the(CD(was(about(as(easy(as(opening(a(wooden(crate(with(your(fingernails.(1 Hard2

There(are(a(few(extremely(sexy(new(features(in(Final*Cut*Pro*7.(1

This(setup(using(the(CD(was(about(as(easy(as(opening(a(wooden(crate(with(your(fingernails.(1This(setup(using(the(CD(was(about(as(easy(as(learning(how(to(open(a(refrigerator(door(for(the(first(time.(1

…but(it’s(generally(lousy?1

The(rest(of(it,(however,(…1

There(are(a(few(extremely(sexy(new(features(in(Final(Cut(Pro(7.(1

When(the(tent(was(finally(completed,(the(result(was(much(nicer(than(that(Kiva(tent(…(1

Positive?2

When(the(tent(was(finally(completed,(the(result(was(much(nicer(than(that(Kiva(tent(

but(not(as(nice(as(the(Arctic(oven…1

Negative?2

Jurassic(Park(was(a(great(book(but(a(lousy(movie.(1

Positive?2Negative?2

Loud(but(nice(room(at(a(great(price(with(bad(view.1

Generally*positive2

Negative*on*sound2

Positive*on*price2

Negative*on*view2

Does(it(maZer?1Pa=ern2 Results*(Google)2 Percentage2

X is good 4,820,000,000 X is as good as Y 2,530,000,000 52% X is better than Y 2,120,000,000 44% X is bad 1,730,000,000 X is worse than Y 437,000,000 25% X is a good Y 14,160,000,000 X is a better Y than a Z 781,000,000 6% X at a good price 888,000,000 X at a good price but ... bad Y 29,400,000 3%

AZitude

Annotation(oddities1

We(believe(in(the(sincerity(of(the(United(States(in(promising(not(to(mix(up(its(counterNterrorism(drive(with(the(Taiwan(Strait(issue1

the(United(States(1 the(sincerity(of(the(United(States(in(promising(not(to(mix(up(its(counterNterrorism(drive(with(

the(Taiwan(Strait(issue1

AZitude

Topic1

…what(is(important(is(that(your(Internet(connection(will(never(even(reach(the(speed(capabilities(of(this(router...1

important1 your(Internet(connection(will(never(even(reach(the(speed(capabilities(of(this(router1

AZitude

Topic1

It’ll(make(life(a(lot(easier,(and(preclude(you(from(having(to(give(this(product(a(negative(review.((1

positive1 product1

AZitude

Topic1

However,(this(product(performed(well(below(my(expectation.((1

negative1 router1

So(what’s(really(going(on?1

Her(appearance(and(demeanor(are(excellently(suited(to(her(role.1

SheFs(the(most(heartless(coqueZe(in(France!1 Negative2

Positive2

Classification+

The(Structure(of(Sentiment1

Her(appearance(and(demeanor(are(excellently(suited(to(her(role.1

SheFs(the(most(heartless(coqueZe(in(France!1 Negative2

Positive2

A-itude+

Her(appearance*and*demeanor*are(excellently(suited(to(her(role.1

SheFs(the(most(heartless(coqueZe(in(France!1

Target+

Her(appearance*and*demeanor*are(excellently(suited(to(her(role.1

Superordinate+

Her*appearance*and*demeanor*are(excellently(suited(to(her(role.1

Aspect+

The(Sentiment(Complex1

…the(result(was(much(nicer(than(that(Kiva(tent…(1

aZitude1target11 target21

target1 aZitude11 aZitude21

superordinate21superordinate11

The(Semantics(of(Sentiment1

This unique dog or chicken house was made with green practices in mind.

Appreciation2Valuation1

Oh, and on principle I hate extremists / zealots of any ilk.

Affect2Affection1

Oh and Spooks, … with this really tough and sexy old lady in it, kicking ass.

Judgement2Tenacity1

The(Semantics(of(Sentiment1

Other(Key(Pieces1•  Modality

o  Maybe my throat will feel better o  The burgers are probably good but I went with the fish tacos.

•  Evidentiality o  Why are people always so angry? You're trying to prove that your mean

and it isn't cute nor do you need to be on a social website. o  -__- and she thinks that it's funny. BUT IT'S NOT!!!

•  Sarcasm o  Nice to see Oakland Police attacking protesters again. Of course, it was

"agitators" at fault, not out of control cops.

•  Inferred sentiment o  College Without Weed Is Like A Notebook & No Pen..

The(Sentiment(Analysis(Stack1Collections/Streams:(Analysis,(comparison,(trending,(…1

Texts:(Aggregating(and(aZributing(sentiments(from(expressions1

Expressions:(Contextualization(and(interpretation1

Expressions:(Extraction(and(linking1

Shlomo Argamon argamon@subtext3.com @ShlomoArgamon

Subtext3, Inc.

http://www.subtext3.com @Subtext3

Illinois Institute of Technology Linguistic Cognition Lab

http://lingcog.iit.edu

Redefining Sentiment Analysis

Technology

Transcript of Redefining Sentiment Analysis

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