The Value of Nothing: Multimodal Extraction of Human Values Expressed by TikTok Influencers

Societal and personal values are transmitted to younger generations through interaction and exposure. Traditionally, children and adolescents learned values from parents, educators, or peers. Nowadays, social platforms serve as a significant channel through which youth (and adults) consume information, as the main medium of entertainment, and possibly the medium through which they learn different values. In this paper we extract implicit values from TikTok movies uploaded by online influencers targeting children and adolescents. We curated a dataset of hundreds of TikTok movies and annotated them according to the Schwartz Theory of Personal Values. We then experimented with an array of Masked and Large language model, exploring how values can be detected. Specifically, we considered two pipelines -- direct extraction of values from video and a 2-step approach in which videos are first converted to elaborated scripts and then values are extracted. Achieving state-of-the-art results, we find that the 2-step approach performs significantly better than the direct approach and that using a trainable Masked Language Model as a second step significantly outperforms a few-shot application of a number of Large Language Models. We further discuss the impact of fine-tuning and compare the performance of the different models on identification of values present or contradicted in the TikTok. Finally, we share the first values-annotated dataset of TikTok videos. Our results pave the way to further research on influence and value transmission in video-based social platforms.

Do LLMs have Consistent Values?

Values are a basic driving force underlying human behavior. Large Language Models (LLM) technology is constantly improving towards human-like dialogue. However, little research has been done to study the values exhibited in text generated by LLMs. Here we study this question by turning to the rich literature on value structure in psychology. We ask whether LLMs exhibit the same value structure that has been demonstrated in humans, including the ranking of values, and correlation between values. We show that the results of this analysis strongly depend on how the LLM is prompted, and that under a particular prompting strategy (referred to as 'Value Anchoring') the agreement with human data is quite compelling. Our results serve both to improve our understanding of values in LLMs, as well as introduce novel methods for assessing consistency in LLM responses.