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.

Towards Understanding Counseling Conversations: Domain Knowledge and Large Language Models

Understanding the dynamics of counseling conversations is an important task, yet it is a challenging NLP problem regardless of the recent advance of Transformer-based pre-trained language models. This paper proposes a systematic approach to examine the efficacy of domain knowledge and large language models (LLMs) in better representing conversations between a crisis counselor and a help seeker. We empirically show that state-of-the-art language models such as Transformer-based models and GPT models fail to predict the conversation outcome. To provide richer context to conversations, we incorporate human-annotated domain knowledge and LLM-generated features; simple integration of domain knowledge and LLM features improves the model performance by approximately 15%. We argue that both domain knowledge and LLM-generated features can be exploited to better characterize counseling conversations when they are used as an additional context to conversations.

"We Demand Justice!": Towards Grounding Political Text in Social Context

Social media discourse from US politicians frequently consists of 'seemingly similar language used by opposing sides of the political spectrum'. But often, it translates to starkly contrasting real-world actions. For instance, "We need to keep our students safe from mass shootings" may signal either "arming teachers to stop the shooter" or "banning guns to reduce mass shootings" depending on who says it and their political stance on the issue. In this paper, we define and characterize the context that is required to fully understand such ambiguous statements in a computational setting and ground them in real-world entities, actions, and attitudes. To that end, we propose two challenging datasets that require an understanding of the real-world context of the text to be solved effectively. We benchmark these datasets against baselines built upon large pre-trained models such as BERT, RoBERTa, GPT-3, etc. Additionally, we develop and benchmark more structured baselines building upon existing 'Discourse Contextualization Framework' and 'Political Actor Representation' models. We perform analysis of the datasets and baseline predictions to obtain further insights into the pragmatic language understanding challenges posed by the proposed social grounding tasks.

"A Tale of Two Movements": Identifying and Comparing Perspectives in #BlackLivesMatter and #BlueLivesMatter Movements-related Tweets using Weakly Supervised Graph-based Structured Prediction

Social media has become a major driver of social change, by facilitating the formation of online social movements. Automatically understanding the perspectives driving the movement and the voices opposing it, is a challenging task as annotated data is difficult to obtain. We propose a weakly supervised graph-based approach that explicitly models perspectives in #BackLivesMatter-related tweets. Our proposed approach utilizes a social-linguistic representation of the data. We convert the text to a graph by breaking it into structured elements and connect it with the social network of authors, then structured prediction is done over the elements for identifying perspectives. Our approach uses a small seed set of labeled examples. We experiment with large language models for generating artificial training examples, compare them to manual annotation, and find that it achieves comparable performance. We perform quantitative and qualitative analyses using a human-annotated test set. Our model outperforms multitask baselines by a large margin, successfully characterizing the perspectives supporting and opposing #BLM.

Interactively Learning Social Media Representations Improves News Source Factuality Detection

The rise of social media has enabled the widespread propagation of fake news, text that is published with an intent to spread misinformation and sway beliefs. Rapidly detecting fake news, especially as new events arise, is important to prevent misinformation. While prior works have tackled this problem using supervised learning systems, automatedly modeling the complexities of the social media landscape that enables the spread of fake news is challenging. On the contrary, having humans fact check all news is not scalable. Thus, in this paper, we propose to approach this problem interactively, where humans can interact to help an automated system learn a better social media representation quality. On real world events, our experiments show performance improvements in detecting factuality of news sources, even after few human interactions.