Machine Learning is the study of methods for programming computers to learn. Computers are applied to a wide range of tasks, and for most of these it is relatively easy for programmers to design and implement the necessary software. However, there are many tasks for which this is difficult or impossible. These can be divided into four general categories. First, there are problems for which there exist no human experts. For example, in modern automated manufacturing facilities, there is a need to predict machine failures before they occur by analyzing sensor readings. Because the machines are new, there are no human experts who can be interviewed by a programmer to provide the knowledge necessary to build a computer system. A machine learning system can study recorded data and subsequent machine failures and learn prediction rules. Second, there are problems where human experts exist, but where they are unable to explain their expertise. This is the case in many perceptual tasks, such as speech recognition, hand-writing recognition, and natural language understanding. Virtually all humans exhibit expert-level abilities on these tasks, but none of them can describe the detailed steps that they follow as they perform them. Fortunately, humans can provide machines with examples of the inputs and correct outputs for these tasks, so machine learning algorithms can learn to map the inputs to the outputs. Third, there are problems where phenomena are changing rapidly. In finance, for example, people would like to predict the future behavior of the stock market, of consumer purchases, or of exchange rates. These behaviors change frequently, so that even if a programmer could construct a good predictive computer program, it would need to be rewritten frequently. A learning program can relieve the programmer of this burden by constantly modifying and tuning a set of learned prediction rules. Fourth, there are applications that need to be customized for each computer user separately. Consider, for example, a program to filter unwanted electronic mail messages. Different users will need different filters. It is unreasonable to expect each user to program his or her own rules, and it is infeasible to provide every user with a software engineer to keep the rules up-to-date. A machine learning system can learn which mail messages the user rejects and maintain the filtering rules automatically. Machine learning addresses many of the same research questions as the fields of statistics, data mining, and psychology, but with differences of emphasis. Statistics focuses on understanding the phenomena that have generated the data, often with the goal of testing different hypotheses about those phenomena. Data mining seeks to find patterns in the data that are understandable by people. Psychological studies of human learning aspire to understand the mechanisms underlying the various learning behaviors exhibited by people (concept learning, skill acquisition, strategy change, etc.).

Machine learning

Sentiment analysis and opinion mining is the field of study that analyzes people's opinions, sentiments, evaluations, attitudes, and emotions from written language. It is one of the most active research areas in natural language processing and is also widely studied in data mining, Web mining, and text mining. In fact, this research has spread outside of computer science to the management sciences and social sciences due to its importance to business and society as a whole. The growing importance of sentiment analysis coincides with the growth of social media such as reviews, forum discussions, blogs, micro-blogs, Twitter, and social networks. For the first time in human history, we now have a huge volume of opinionated data recorded in digital form for analysis. Sentiment analysis systems are being applied in almost every business and social domain because opinions are central to almost all human activities and are key influencers of our behaviors. Our beliefs and perceptions of reality, and the choices we make, are largely conditioned on how others see and evaluate the world. For this reason, when we need to make a decision we often seek out the opinions of others. This is true not only for individuals but also for organizations. This book is a comprehensive introductory and survey text. It covers all important topics and the latest developments in the field with over 400 references. It is suitable for students, researchers and practitioners who are interested in social media analysis in general and sentiment analysis in particular. Lecturers can readily use it in class for courses on natural language processing, social media analysis, text mining, and data mining. Lecture slides are also available online.

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Sentiment Analysis and Opinion Mining

We are in the midst of a technological revolution whereby, for the first time, researchers can link daily word use to a broad array of real-world behaviors. This article reviews several computerized text analysis methods and describes how Linguistic Inquiry and Word Count (LIWC) was created and validated. LIWC is a transparent text analysis program that counts words in psychologically meaningful categories. Empirical results using LIWC demonstrate its ability to detect meaning in a wide variety of experimental settings, including to show attentional focus, emotionality, social relationships, thinking styles, and individual differences.

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The psychological meaning of words: LIWC and computerized text analysis methods

The inherent nature of social media content poses serious challenges to practical applications of sentiment analysis. We present VADER, a simple rule-based model for general sentiment analysis, and compare its effectiveness to eleven typical state-of-practice benchmarks including LIWC, ANEW, the General Inquirer, SentiWordNet, and machine learning oriented techniques relying on Naive Bayes, Maximum Entropy, and Support Vector Machine (SVM) algorithms. Using a combination of qualitative and quantitative methods, we first construct and empirically validate a gold-standard list of lexical features (along with their associated sentiment intensity measures) which are specifically attuned to sentiment in microblog-like contexts. We then combine these lexical features with consideration for five general rules that embody grammatical and syntactical conventions for expressing and emphasizing sentiment intensity. Interestingly, using our parsimonious rule-based model to assess the sentiment of tweets, we find that VADER outperforms individual human raters (F1 Classification Accuracy = 0.96 and 0.84, respectively), and generalizes more favorably across contexts than any of our benchmarks.

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VADER: A Parsimonious Rule-based Model for Sentiment Analysis of Social Media Text

Twitter is a microblogging website where users read and write millions of short messages on a variety of topics every day This study uses the context of the German federal election to investigate whether Twitter is used as a forum for political deliberation and whether online messages on Twitter validly mirror offline political sentiment Using LIWC text analysis software, we conducted a content-analysis of over 100,000 messages containing a reference to either a political party or a politician Our results show that Twitter is indeed used extensively for political deliberation We find that the mere number of messages mentioning a party reflects the election result Moreover, joint mentions of two parties are in line with real world political ties and coalitions An analysis of the tweets’ political sentiment demonstrates close correspondence to the parties' and politicians’ political positions indicating that the content of Twitter messages plausibly reflects the offline political landscape We discuss the use of microblogging message content as a valid indicator of political sentiment and derive suggestions for further research

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Predicting Elections with Twitter: What 140 Characters Reveal about Political Sentiment

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The development and psychometric properties of LIWC2007

Previous relationship research has largely ignored the importance of similarity in how people talk with one another. Using natural language samples, we investigated whether similarity in dyads’ use of function words, called language style matching (LSM), predicts outcomes for romantic relationships. In Study 1, greater LSM in transcripts of 40 speed dates predicted increased likelihood of mutual romantic interest (odds ratio = 3.05). Overall, 33.3% of pairs with LSM above the median mutually desired future contact, compared with 9.1% of pairs with LSM at or below the median. In Study 2, LSM in 86 couples’ instant messages positively predicted relationship stability at a 3-month follow-up (odds ratio = 1.95). Specifically, 76.7% of couples with LSM greater than the median were still dating at the follow-up, compared with 53.5% of couples with LSM at or below the median. LSM appears to reflect implicit interpersonal processes central to romantic relationships.

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Language Style Matching Predicts Relationship Initiation and Stability

Each relationship has its own personality. Almost immediately after a social interaction begins, verbal and nonverbal behaviors become synchronized. Even in asocial contexts, individuals tend to produce utterances that match the grammatical structure of sentences they have recently heard or read. Three projects explore language style matching (LSM) in everyday writing tasks and professional writing. LSM is the relative use of 9 function word categories (e.g., articles, personal pronouns) between any 2 texts. In the first project, 2 samples totaling 1,744 college students answered 4 essay questions written in very different styles. Students automatically matched the language style of the target questions. Overall, the LSM metric was internally consistent and reliable across writing tasks. Women, participants of higher socioeconomic status, and students who earned higher test grades matched with targets more than others did. In the second project, 74 participants completed cliffhanger excerpts from popular fiction. Judges’ ratings of excerpt–response similarity were related to content matching but not function word matching, as indexed by LSM. Further, participants were not able to intentionally increase style or content matching. In the final project, an archival study tracked the professional writing and personal correspondence of 3 pairs of famous writers across their relationships. Language matching in poetry and letters reflected fluctuations in the relationships of 3 couples: Sigmund Freud and Carl Jung, Elizabeth Barrett and Robert Browning, and Sylvia Plath and Ted Hughes. Implications for using LSM as an implicit marker of social engagement and influence are discussed.

Language style matching in writing: synchrony in essays, correspondence, and poetry.

Humans and animals alike are known to mirror the behavior of both allies and opponents. However, existing models of behavior matching focus primarily on its prosocial functions. The current study explores whether both prosocial and adversarial sides of behavior matching can be found at different stages of an egoistic negotiation. In negotiations conducted over instant messenger, 64 dyads attempted to reach an agreement on four issues within 20 minutes while focusing solely on personal gain. We measured behavior matching with the language style matching (LSM) metric, which quantifies function word (e.g., pronouns, articles) similarity between partners. Although pairs with higher LSM throughout negotiations were more socially engaged, they were also less focused on the task and more likely to reach an impasse during the negotiation. Furthermore, early but not late style matching predicted more positive, socially attuned interactions. Implications for negotiation and mimicry research are discussed.

Molly E. Ireland

Papers

The development and psychometric properties of LIWC2007

Language Style Matching Predicts Relationship Initiation and Stability

Language style matching in writing: synchrony in essays, correspondence, and poetry.

Language Style Matching, Engagement, and Impasse in Negotiations

Natural language use as a marker of personality.