Talking Point based Ideological Discourse Analysis in News Events

Analyzing ideological discourse even in the age of LLMs remains a challenge, as these models often struggle to capture the key elements that shape real-world narratives. Specifically, LLMs fail to focus on characteristic elements driving dominant discourses and lack the ability to integrate contextual information required for understanding abstract ideological views. To address these limitations, we propose a framework motivated by the theory of ideological discourse analysis to analyze news articles related to real-world events. Our framework represents the news articles using a relational structure - talking points, which captures the interaction between entities, their roles, and media frames along with a topic of discussion. It then constructs a vocabulary of repeating themes - prominent talking points, that are used to generate ideology-specific viewpoints (or partisan perspectives). We evaluate our framework's ability to generate these perspectives through automated tasks - ideology and partisan classification tasks, supplemented by human validation. Additionally, we demonstrate straightforward applicability of our framework in creating event snapshots, a visual way of interpreting event discourse. We release resulting dataset and model to the community to support further research.

ConceptCarve: Dynamic Realization of Evidence

Finding evidence for human opinion and behavior at scale is a challenging task, often requiring an understanding of sophisticated thought patterns among vast online communities found on social media. For example, studying how gun ownership is related to the perception of Freedom, requires a retrieval system that can operate at scale over social media posts, while dealing with two key challenges: (1) identifying abstract concept instances, (2) which can be instantiated differently across different communities. To address these, we introduce ConceptCarve, an evidence retrieval framework that utilizes traditional retrievers and LLMs to dynamically characterize the search space during retrieval. Our experiments show that ConceptCarve surpasses traditional retrieval systems in finding evidence within a social media community. It also produces an interpretable representation of the evidence for that community, which we use to qualitatively analyze complex thought patterns that manifest differently across the communities.

Splits! A Flexible Dataset for Evaluating a Model's Demographic Social Inference

Understanding how people of various demographics think, feel, and express themselves (collectively called group expression) is essential for social science and underlies the assessment of bias in Large Language Models (LLMs). While LLMs can effectively summarize group expression when provided with empirical examples, coming up with generalizable theories of how a group's expression manifests in real-world text is challenging. In this paper, we define a new task called Group Theorization, in which a system must write theories that differentiate expression across demographic groups. We make available a large dataset on this task, Splits!, constructed by splitting Reddit posts by neutral topics (e.g. sports, cooking, and movies) and by demographics (e.g. occupation, religion, and race). Finally, we suggest a simple evaluation framework for assessing how effectively a method can generate 'better' theories about group expression, backed by human validation. We publicly release the raw corpora and evaluation scripts for Splits! to help researchers assess how methods infer--and potentially misrepresent--group differences in expression. We make Splits! and our evaluation module available at https://github.com/eyloncaplan/splits.

Can LLMs Assist Annotators in Identifying Morality Frames? -- Case Study on Vaccination Debate on Social Media

Nowadays, social media is pivotal in shaping public discourse, especially on polarizing issues like vaccination, where diverse moral perspectives influence individual opinions. In NLP, data scarcity and complexity of psycholinguistic tasks such as identifying morality frames makes relying solely on human annotators costly, time-consuming, and prone to inconsistency due to cognitive load. To address these issues, we leverage large language models (LLMs), which are adept at adapting new tasks through few-shot learning, utilizing a handful of in-context examples coupled with explanations that connect examples to task principles. Our research explores LLMs' potential to assist human annotators in identifying morality frames within vaccination debates on social media. We employ a two-step process: generating concepts and explanations with LLMs, followed by human evaluation using a "think-aloud" tool. Our study shows that integrating LLMs into the annotation process enhances accuracy, reduces task difficulty, lowers cognitive load, suggesting a promising avenue for human-AI collaboration in complex psycholinguistic tasks.

LLM-Human Pipeline for Cultural Context Grounding of Conversations

Conversations often adhere to well-understood social norms that vary across cultures. For example, while "addressing parents by name" is commonplace in the West, it is rare in most Asian cultures. Adherence or violation of such norms often dictates the tenor of conversations. Humans are able to navigate social situations requiring cultural awareness quite adeptly. However, it is a hard task for NLP models. In this paper, we tackle this problem by introducing a "Cultural Context Schema" for conversations. It comprises (1) conversational information such as emotions, dialogue acts, etc., and (2) cultural information such as social norms, violations, etc. We generate ~110k social norm and violation descriptions for ~23k conversations from Chinese culture using LLMs. We refine them using automated verification strategies which are evaluated against culturally aware human judgements. We organize these descriptions into meaningful structures we call "Norm Concepts", using an interactive human-in-loop framework. We ground the norm concepts and the descriptions in conversations using symbolic annotation. Finally, we use the obtained dataset for downstream tasks such as emotion, sentiment, and dialogue act detection. We show that it significantly improves the empirical performance.

Post-hoc Study of Climate Microtargeting on Social Media Ads with LLMs: Thematic Insights and Fairness Evaluation

Climate change communication on social media increasingly employs microtargeting strategies to effectively reach and influence specific demographic groups. This study presents a post-hoc analysis of microtargeting practices within climate campaigns by leveraging large language models (LLMs) to examine Facebook advertisements. Our analysis focuses on two key aspects: demographic targeting and fairness. We evaluate the ability of LLMs to accurately predict the intended demographic targets, such as gender and age group, achieving an overall accuracy of 88.55%. Furthermore, we instruct the LLMs to generate explanations for their classifications, providing transparent reasoning behind each decision. These explanations reveal the specific thematic elements used to engage different demographic segments, highlighting distinct strategies tailored to various audiences. Our findings show that young adults are primarily targeted through messages emphasizing activism and environmental consciousness, while women are engaged through themes related to caregiving roles and social advocacy. In addition to evaluating the effectiveness of LLMs in detecting microtargeted messaging, we conduct a comprehensive fairness analysis to identify potential biases in model predictions. Our findings indicate that while LLMs perform well overall, certain biases exist, particularly in the classification of senior citizens and male audiences. By showcasing the efficacy of LLMs in dissecting and explaining targeted communication strategies and by highlighting fairness concerns, this study provides a valuable framework for future research aimed at enhancing transparency, accountability, and inclusivity in social media-driven climate campaigns.

"Hiding in Plain Sight": Designing Synthetic Dialog Generation for Uncovering Socially Situated Norms

Naturally situated conversations capture the underlying social norms appropriate for the topic of conversation, the relationship between interlocutors and their communicative intent. This paper proposes a framework for controlled generation of dialogues, spanning a wide range of interlocutors attributes (such as age group, profession and personality types), relationship types, conversation topics and conversational trajectories. We use this framework to generate NormHint, a collection of dialogues consistent with these rich settings and analyzed for norm violation leading to conflicts, and potential steps for avoiding these conflicts by adhering to social norms and preferring respectful utterances maintaining the communicative intents of the original utterance. We present the results of human validation and automated analysis of NormHint and show it captures a wide range of conversational topics and scored highly by humans for the naturalness of the conversations based on the prompted context.

Using RL to Identify Divisive Perspectives Improves LLMs Abilities to Identify Communities on Social Media

The large scale usage of social media, combined with its significant impact, has made it increasingly important to understand it. In particular, identifying user communities, can be helpful for many downstream tasks. However, particularly when models are trained on past data and tested on future, doing this is difficult. In this paper, we hypothesize to take advantage of Large Language Models (LLMs), to better identify user communities. Due to the fact that many LLMs, such as ChatGPT, are fixed and must be treated as black-boxes, we propose an approach to better prompt them, by training a smaller LLM to do this. We devise strategies to train this smaller model, showing how it can improve the larger LLMs ability to detect communities. Experimental results show improvements on Reddit and Twitter data, on the tasks of community detection, bot detection, and news media profiling.

Uncovering Latent Arguments in Social Media Messaging by Employing LLMs-in-the-Loop Strategy

The widespread use of social media has led to a surge in popularity for automated methods of analyzing public opinion. Supervised methods are adept at text categorization, yet the dynamic nature of social media discussions poses a continual challenge for these techniques due to the constant shifting of the focus. On the other hand, traditional unsupervised methods for extracting themes from public discourse, such as topic modeling, often reveal overarching patterns that might not capture specific nuances. Consequently, a significant portion of research into social media discourse still depends on labor-intensive manual coding techniques and a human-in-the-loop approach, which are both time-consuming and costly. In this work, we study the problem of discovering arguments associated with a specific theme. We propose a generic LLMs-in-the-Loop strategy that leverages the advanced capabilities of Large Language Models (LLMs) to extract latent arguments from social media messaging. To demonstrate our approach, we apply our framework to contentious topics. We use two publicly available datasets: (1) the climate campaigns dataset of 14k Facebook ads with 25 themes and (2) the COVID-19 vaccine campaigns dataset of 9k Facebook ads with 14 themes. Furthermore, we analyze demographic targeting and the adaptation of messaging based on real-world events.

Uncovering Latent Themes of Messaging on Social Media by Integrating LLMs: A Case Study on Climate Campaigns

This paper introduces a novel approach to uncovering and analyzing themes in social media messaging. Recognizing the limitations of traditional topic-level analysis, which tends to capture only the overarching patterns, this study emphasizes the need for a finer-grained, theme-focused exploration. Conventional methods of theme discovery, involving manual processes and a human-in-the-loop approach, are valuable but face challenges in scalability, consistency, and resource intensity in terms of time and cost. To address these challenges, we propose a machine-in-the-loop approach that leverages the advanced capabilities of Large Language Models (LLMs). This approach allows for a deeper investigation into the thematic aspects of social media discourse, enabling us to uncover a diverse array of themes, each with unique characteristics and relevance, thereby offering a comprehensive understanding of the nuances present within broader topics. Furthermore, this method efficiently maps the text and the newly discovered themes, enhancing our understanding of the thematic nuances in social media messaging. We employ climate campaigns as a case study and demonstrate that our methodology yields more accurate and interpretable results compared to traditional topic models. Our results not only demonstrate the effectiveness of our approach in uncovering latent themes but also illuminate how these themes are tailored for demographic targeting in social media contexts. Additionally, our work sheds light on the dynamic nature of social media, revealing the shifts in the thematic focus of messaging in response to real-world events.