Automated Sentiment and Hate Speech Analysis of Facebook Data by Employing Multilingual Transformer Models

In recent years, there has been a heightened consensus within academia and in the public discourse that Social Media Platforms (SMPs), amplify the spread of hateful and negative sentiment content. Researchers have identified how hateful content, political propaganda, and targeted messaging contributed to real-world harms including insurrections against democratically elected governments, genocide, and breakdown of social cohesion due to heightened negative discourse towards certain communities in parts of the world. To counter these issues, SMPs have created semi-automated systems that can help identify toxic speech. In this paper we analyse the statistical distribution of hateful and negative sentiment contents within a representative Facebook dataset (n= 604,703) scrapped through 648 public Facebook pages which identify themselves as proponents (and followers) of far-right Hindutva actors. These pages were identified manually using keyword searches on Facebook and on CrowdTangleand classified as far-right Hindutva pages based on page names, page descriptions, and discourses shared on these pages. We employ state-of-the-art, open-source XLM-T multilingual transformer-based language models to perform sentiment and hate speech analysis of the textual contents shared on these pages over a period of 5.5 years. The result shows the statistical distributions of the predicted sentiment and the hate speech labels; top actors, and top page categories. We further discuss the benchmark performances and limitations of these pre-trained language models.