redefining sentiment analysis
DESCRIPTION
Why current sentiment analysis theory and practice is fundamentally flawed and what to do about it. Talk at the research session of the Sentiment Symposium in San Francisco on Nov 8, 2011. Based on joint work with Dr. Ken Bloom.TRANSCRIPT
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Redefining(Sentiment(Analysis1
Shlomo Argamon Subtext3, Inc.
Illinois Institute of Technology
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Strong(foundations…18 November, 2011 Sentiment Analysis Symposium, San Francisco
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…are(critical!18 November, 2011 Sentiment Analysis Symposium, San Francisco
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The(Archetype1Review classification – the earliest, and still
stereotypical sentiment analysis application
8 November, 2011 Sentiment Analysis Symposium, San Francisco
5.0$out$of$5$stars$Great!1This(Nikon(is(great.(It(takes(perfect(pictures(and(I(tried(the(shaking(effect;(it(was(the(bom.(I(shaked(the(camera(while(taking(a(picture(and(the(picture(came(out(picture(perfect.((Great(product!(1
1.0$out$of$5$stars$Buy*cheap,*buy*twice2Im(absolutely(livid(with(myself(for(buying(this(camera.(IFve(gone(through(a(divorce(and(been(left(with(nothing((including(the(loss(of(my(SLR(cameras)(and(this(was(the(one(I(could(afford(that(promised(to(be(the(most(similar(to(the(SLRs.(I(have(a(2(year(old(son,(and(armed(with(only(this(camera,(I(have(missed(documenting(the(last(6(months(of(his(time(with(me.(Every(picture(is(blurredNN(granted(heFs(2(and(moves(a(lot,(but(even(the(slightest(movement(by(the(photographer(blurs(the(image.(Blurred.(EVERYTHING.(I(wish(I(had(saved(up(and(bought(something(decent.(I(will(take(my(loss(on(this(one(for(an(Amazon(gift(card,(but(DONFT(WASTE(YOUR(MONEY.(*sigh*(1
5/5$stars$$.Opera*with*subtitles?**Who*knew?*I(had(the(great(fortune(to(aZend(a(dress(rehersal(for(The(Damnation(of(Faust.((This(updated(version(was(amazing.((1A(M(A(Z(I(N(G.(((The(theatre(is(gorgeous.((The(acoustics(are(incredible.(Go.((Go(now.1
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Assumptions1
8 November, 2011 Sentiment Analysis Symposium, San Francisco
Text(has(a(single(main(sentiment(about(a(single(main(topic1
Sentiment(is(graded(on(a(linear(scale1Usually$positive/negative.
Words(carry(sentiment(information1
Analysis(=(Classification1
Very(liZle(semantics((if(any)1
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8 November, 2011 Sentiment Analysis Symposium, San Francisco
Let’s*look*a*li=le*more*closely…2
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Do(they(fit(the(archetype?1
8 November, 2011 Sentiment Analysis Symposium, San Francisco
This(setup(using(the(CD(was(about(as(easy(as(learning(how(to(open(a(refrigerator(door(for(the(first(time.(1 Easy2
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Do(they(fit(the(archetype?1
8 November, 2011 Sentiment Analysis Symposium, San Francisco
This(setup(using(the(CD(was(about(as(easy(as(opening(a(wooden(crate(with(your(fingernails.(1 Hard2
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Do(they(fit(the(archetype?1
8 November, 2011 Sentiment Analysis Symposium, San Francisco
There(are(a(few(extremely(sexy(new(features(in(Final*Cut*Pro*7.(1
This(setup(using(the(CD(was(about(as(easy(as(opening(a(wooden(crate(with(your(fingernails.(1This(setup(using(the(CD(was(about(as(easy(as(learning(how(to(open(a(refrigerator(door(for(the(first(time.(1
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Do(they(fit(the(archetype?1
8 November, 2011 Sentiment Analysis Symposium, San Francisco
There(are(a(few(extremely(sexy(new(features(in(Final*Cut*Pro*7.(1
This(setup(using(the(CD(was(about(as(easy(as(opening(a(wooden(crate(with(your(fingernails.(1This(setup(using(the(CD(was(about(as(easy(as(learning(how(to(open(a(refrigerator(door(for(the(first(time.(1
…but(it’s(generally(lousy?1
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Do(they(fit(the(archetype?1
8 November, 2011 Sentiment Analysis Symposium, San Francisco
There(are(a(few(extremely(sexy(new(features(in(Final*Cut*Pro*7.(1
This(setup(using(the(CD(was(about(as(easy(as(opening(a(wooden(crate(with(your(fingernails.(1This(setup(using(the(CD(was(about(as(easy(as(learning(how(to(open(a(refrigerator(door(for(the(first(time.(1
The(rest(of(it,(however,(…1
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Do(they(fit(the(archetype?1
8 November, 2011 Sentiment Analysis Symposium, San Francisco
There(are(a(few(extremely(sexy(new(features(in(Final(Cut(Pro(7.(1
This(setup(using(the(CD(was(about(as(easy(as(opening(a(wooden(crate(with(your(fingernails.(1This(setup(using(the(CD(was(about(as(easy(as(learning(how(to(open(a(refrigerator(door(for(the(first(time.(1
When(the(tent(was(finally(completed,(the(result(was(much(nicer(than(that(Kiva(tent(…(1
1
Positive?2
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Do(they(fit(the(archetype?1
8 November, 2011 Sentiment Analysis Symposium, San Francisco
There(are(a(few(extremely(sexy(new(features(in(Final(Cut(Pro(7.(1
This(setup(using(the(CD(was(about(as(easy(as(opening(a(wooden(crate(with(your(fingernails.(1This(setup(using(the(CD(was(about(as(easy(as(learning(how(to(open(a(refrigerator(door(for(the(first(time.(1
When(the(tent(was(finally(completed,(the(result(was(much(nicer(than(that(Kiva(tent(
but(not(as(nice(as(the(Arctic(oven…1
Negative?2
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Do(they(fit(the(archetype?1
8 November, 2011 Sentiment Analysis Symposium, San Francisco
There(are(a(few(extremely(sexy(new(features(in(Final(Cut(Pro(7.(1
This(setup(using(the(CD(was(about(as(easy(as(opening(a(wooden(crate(with(your(fingernails.(1This(setup(using(the(CD(was(about(as(easy(as(learning(how(to(open(a(refrigerator(door(for(the(first(time.(1
Jurassic(Park(was(a(great(book(but(a(lousy(movie.(1
When(the(tent(was(finally(completed,(the(result(was(much(nicer(than(that(Kiva(tent(
but(not(as(nice(as(the(Arctic(oven…1
Positive?2Negative?2
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Do(they(fit(the(archetype?1
8 November, 2011 Sentiment Analysis Symposium, San Francisco
There(are(a(few(extremely(sexy(new(features(in(Final(Cut(Pro(7.(1
This(setup(using(the(CD(was(about(as(easy(as(opening(a(wooden(crate(with(your(fingernails.(1This(setup(using(the(CD(was(about(as(easy(as(learning(how(to(open(a(refrigerator(door(for(the(first(time.(1
Jurassic(Park(was(a(great(book(but(a(lousy(movie.(1
Loud(but(nice(room(at(a(great(price(with(bad(view.1
When(the(tent(was(finally(completed,(the(result(was(much(nicer(than(that(Kiva(tent(
but(not(as(nice(as(the(Arctic(oven…1
Generally*positive2
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Do(they(fit(the(archetype?1
8 November, 2011 Sentiment Analysis Symposium, San Francisco
There(are(a(few(extremely(sexy(new(features(in(Final(Cut(Pro(7.(1
This(setup(using(the(CD(was(about(as(easy(as(opening(a(wooden(crate(with(your(fingernails.(1This(setup(using(the(CD(was(about(as(easy(as(learning(how(to(open(a(refrigerator(door(for(the(first(time.(1
Loud(but(nice(room(at(a(great(price(with(bad(view.1
When(the(tent(was(finally(completed,(the(result(was(much(nicer(than(that(Kiva(tent(
but(not(as(nice(as(the(Arctic(oven…1
Negative*on*sound2
Jurassic(Park(was(a(great(book(but(a(lousy(movie.(1
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Do(they(fit(the(archetype?1
8 November, 2011 Sentiment Analysis Symposium, San Francisco
There(are(a(few(extremely(sexy(new(features(in(Final(Cut(Pro(7.(1
This(setup(using(the(CD(was(about(as(easy(as(opening(a(wooden(crate(with(your(fingernails.(1This(setup(using(the(CD(was(about(as(easy(as(learning(how(to(open(a(refrigerator(door(for(the(first(time.(1
Loud(but(nice(room(at(a(great(price(with(bad(view.1
When(the(tent(was(finally(completed,(the(result(was(much(nicer(than(that(Kiva(tent(
but(not(as(nice(as(the(Arctic(oven…1
Positive*on*price2
Jurassic(Park(was(a(great(book(but(a(lousy(movie.(1
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Do(they(fit(the(archetype?1
8 November, 2011 Sentiment Analysis Symposium, San Francisco
There(are(a(few(extremely(sexy(new(features(in(Final(Cut(Pro(7.(1
This(setup(using(the(CD(was(about(as(easy(as(opening(a(wooden(crate(with(your(fingernails.(1This(setup(using(the(CD(was(about(as(easy(as(learning(how(to(open(a(refrigerator(door(for(the(first(time.(1
Loud(but(nice(room(at(a(great(price(with(bad(view.1
When(the(tent(was(finally(completed,(the(result(was(much(nicer(than(that(Kiva(tent(
but(not(as(nice(as(the(Arctic(oven…1
Negative*on*view2
Jurassic(Park(was(a(great(book(but(a(lousy(movie.(1
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Does(it(maZer?1Pa=ern2 Results*(Google)2 Percentage2
X is good 4,820,000,000 X is as good as Y 2,530,000,000 52% X is better than Y 2,120,000,000 44% X is bad 1,730,000,000 X is worse than Y 437,000,000 25% X is a good Y 14,160,000,000 X is a better Y than a Z 781,000,000 6% X at a good price 888,000,000 X at a good price but ... bad Y 29,400,000 3%
8 November, 2011 Sentiment Analysis Symposium, San Francisco
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AZitude
1
Annotation(oddities1
8 November, 2011 Sentiment Analysis Symposium, San Francisco
We(believe(in(the(sincerity(of(the(United(States(in(promising(not(to(mix(up(its(counterNterrorism(drive(with(the(Taiwan(Strait(issue1
the(United(States(1 the(sincerity(of(the(United(States(in(promising(not(to(mix(up(its(counterNterrorism(drive(with(
the(Taiwan(Strait(issue1
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AZitude
1
Topic1
Annotation(oddities1
8 November, 2011 Sentiment Analysis Symposium, San Francisco
…what(is(important(is(that(your(Internet(connection(will(never(even(reach(the(speed(capabilities(of(this(router...1
important1 your(Internet(connection(will(never(even(reach(the(speed(capabilities(of(this(router1
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AZitude
1
Topic1
Annotation(oddities1
8 November, 2011 Sentiment Analysis Symposium, San Francisco
It’ll(make(life(a(lot(easier,(and(preclude(you(from(having(to(give(this(product(a(negative(review.((1
positive1 product1
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AZitude
1
Topic1
Annotation(oddities1
8 November, 2011 Sentiment Analysis Symposium, San Francisco
However,(this(product(performed(well(below(my(expectation.((1
negative1 router1
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So(what’s(really(going(on?1
8 November, 2011 Sentiment Analysis Symposium, San Francisco
Her(appearance(and(demeanor(are(excellently(suited(to(her(role.1
SheFs(the(most(heartless(coqueZe(in(France!1 Negative2
Positive2
Classification+
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The(Structure(of(Sentiment1
8 November, 2011 Sentiment Analysis Symposium, San Francisco
Her(appearance(and(demeanor(are(excellently(suited(to(her(role.1
SheFs(the(most(heartless(coqueZe(in(France!1 Negative2
Positive2
A-itude+
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The(Structure(of(Sentiment1
8 November, 2011 Sentiment Analysis Symposium, San Francisco
Her(appearance*and*demeanor*are(excellently(suited(to(her(role.1
SheFs(the(most(heartless(coqueZe(in(France!1
Target+
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The(Structure(of(Sentiment1
8 November, 2011 Sentiment Analysis Symposium, San Francisco
Her(appearance*and*demeanor*are(excellently(suited(to(her(role.1
SheFs(the(most(heartless(coqueZe(in(France!1
Superordinate+
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The(Structure(of(Sentiment1
8 November, 2011 Sentiment Analysis Symposium, San Francisco
Her*appearance*and*demeanor*are(excellently(suited(to(her(role.1
SheFs(the(most(heartless(coqueZe(in(France!1
Aspect+
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The(Sentiment(Complex1
8 November, 2011 Sentiment Analysis Symposium, San Francisco
…the(result(was(much(nicer(than(that(Kiva(tent…(1
Jurassic(Park(was(a(great(book(but(a(lousy(movie.(1
aZitude1target11 target21
target1 aZitude11 aZitude21
superordinate21superordinate11
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The(Semantics(of(Sentiment1
8 November, 2011 Sentiment Analysis Symposium, San Francisco
This unique dog or chicken house was made with green practices in mind.
Appreciation2Valuation1
Oh, and on principle I hate extremists / zealots of any ilk.
Affect2Affection1
Oh and Spooks, … with this really tough and sexy old lady in it, kicking ass.
Judgement2Tenacity1
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The(Semantics(of(Sentiment1
8 November, 2011 Sentiment Analysis Symposium, San Francisco
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Other(Key(Pieces1• Modality
o Maybe my throat will feel better o The burgers are probably good but I went with the fish tacos.
• Evidentiality o Why are people always so angry? You're trying to prove that your mean
and it isn't cute nor do you need to be on a social website. o -__- and she thinks that it's funny. BUT IT'S NOT!!!
• Sarcasm o Nice to see Oakland Police attacking protesters again. Of course, it was
"agitators" at fault, not out of control cops.
• Inferred sentiment o College Without Weed Is Like A Notebook & No Pen..
8 November, 2011 Sentiment Analysis Symposium, San Francisco
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The(Sentiment(Analysis(Stack1Collections/Streams:(Analysis,(comparison,(trending,(…1
Texts:(Aggregating(and(aZributing(sentiments(from(expressions1
Expressions:(Contextualization(and(interpretation1
Expressions:(Extraction(and(linking1
8 November, 2011 Sentiment Analysis Symposium, San Francisco
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Shlomo Argamon [email protected] @ShlomoArgamon
Subtext3, Inc.
http://www.subtext3.com @Subtext3
Illinois Institute of Technology Linguistic Cognition Lab
http://lingcog.iit.edu
8 November, 2011 Sentiment Analysis Symposium, San Francisco