Redefining(Sentiment(Analysis1           Shlomo Argamon              Subtext3, Inc.   Illinois Institute of Technology
Strong(foundations…1Sentiment Analysis Symposium, San Francisco   8 November, 2011
…are(critical!1Sentiment Analysis Symposium, San Francisco           8 November, 2011
The(Archetype1          Review classification – the earliest, and still         stereotypical sentiment analysis applicati...
Assumptions1    Text(has(a(single(main(sentiment(       about(a(single(main(topic1      Sentiment(is(graded(on(a(linear(sc...
Let’s*look*a*li=le*more*closely…2Sentiment Analysis Symposium, San Francisco   8 November, 2011
Do(they(fit(the(archetype?1This(setup(using(the(CD(was(about(as(easy(as(learning(how(to(open(a(refrigerator(door(for(the(fir...
Do(they(fit(the(archetype?1This(setup(using(the(CD(was(about(as(easy(as(opening(a(wooden(crate(with(your(fingernails.(1     ...
Do(they(fit(the(archetype?1This(setup(using(the(CD(was(about(as(easy(as(learning(This(setup(using(the(CD(was(about(as(easy(...
Do(they(fit(the(archetype?1This(setup(using(the(CD(was(about(as(easy(as(learning(This(setup(using(the(CD(was(about(as(easy(...
Do(they(fit(the(archetype?1This(setup(using(the(CD(was(about(as(easy(as(learning(This(setup(using(the(CD(was(about(as(easy(...
Do(they(fit(the(archetype?1This(setup(using(the(CD(was(about(as(easy(as(learning(This(setup(using(the(CD(was(about(as(easy(...
Do(they(fit(the(archetype?1This(setup(using(the(CD(was(about(as(easy(as(learning(This(setup(using(the(CD(was(about(as(easy(...
Do(they(fit(the(archetype?1This(setup(using(the(CD(was(about(as(easy(as(learning(This(setup(using(the(CD(was(about(as(easy(...
Do(they(fit(the(archetype?1This(setup(using(the(CD(was(about(as(easy(as(learning(This(setup(using(the(CD(was(about(as(easy(...
Do(they(fit(the(archetype?1This(setup(using(the(CD(was(about(as(easy(as(learning(This(setup(using(the(CD(was(about(as(easy(...
Do(they(fit(the(archetype?1This(setup(using(the(CD(was(about(as(easy(as(learning(This(setup(using(the(CD(was(about(as(easy(...
Do(they(fit(the(archetype?1This(setup(using(the(CD(was(about(as(easy(as(learning(This(setup(using(the(CD(was(about(as(easy(...
Does(it(maZer?1                     Pa=ern2                    Results*(Google)2     Percentage2X is good                 ...
Annotation(oddities1  We(believe(in(the(sincerity(of(the(United(States(in(promising(not(to(   mix(up(its(counterNterrorism...
Annotation(oddities1…what(is(important(is(that(your(Internet(connection(will(never(even(reach(the(speed(capabilities(of(th...
Annotation(oddities1It’ll(make(life(a(lot(easier,(and(preclude(you(from(having(to(give(                   this(product(a(n...
Annotation(oddities1However,(this(product(performed(well(below(my(expectation.((1         AZitude1                        ...
So(what’s(really(going(on?1 Her(appearance(and(demeanor(are(excellently(suited(to(her(role.1 Positive2               SheFs...
The(Structure(of(Sentiment1 Her(appearance(and(demeanor(are(excellently(suited(to(her(role.1 Positive2               SheFs...
The(Structure(of(Sentiment1 Her(appearance*and*demeanor*are(excellently(suited(to(her(role.1               SheFs(the(most(...
The(Structure(of(Sentiment1 Her(appearance*and*demeanor*are(excellently(suited(to(her(role.1               SheFs(the(most(...
The(Structure(of(Sentiment1 Her*appearance*and*demeanor*are(excellently(suited(to(her(role.1               SheFs(the(most(...
The(Sentiment(Complex1                          target11            aZitude1          target21                  …the(resul...
The(Semantics(of(Sentiment1   Appreciation2               This unique dog or chicken house was    Valuation1              ...
The(Semantics(of(Sentiment1Sentiment Analysis Symposium, San Francisco   8 November, 2011
Other(Key(Pieces1•  Modality     o  Maybe my throat will feel better     o  The burgers are probably good but I went with ...
The(Sentiment(Analysis(Stack1                  Collections/Streams:(Analysis,(                  comparison,(trending,(…1  ...
Shlomo Argamon     argamon@subtext3.com     @ShlomoArgamonSubtext3, Inc.     http://www.subtext3.com     @Subtext3Illinois...
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Redefining Sentiment Analysis

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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.

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Redefining Sentiment Analysis

  1. 1. Redefining(Sentiment(Analysis1 Shlomo Argamon Subtext3, Inc. Illinois Institute of Technology
  2. 2. Strong(foundations…1Sentiment Analysis Symposium, San Francisco 8 November, 2011
  3. 3. …are(critical!1Sentiment Analysis Symposium, San Francisco 8 November, 2011
  4. 4. The(Archetype1 Review classification – the earliest, and still stereotypical sentiment analysis application5.0$out$of$5$stars$Great!1 1.0$out$of$5$stars$Buy*cheap,*buy*twice2This(Nikon(is(great.(It(takes(perfect( Im(absolutely(livid(with(myself(for(buying(this(pictures(and(I(tried(the(shaking(effect;(it( camera.(IFve(gone(through(a(divorce(and(been(left(was(the(bom.(I(shaked(the(camera(while( with(nothing((including(the(loss(of(my(SLR(taking(a(picture(and(the(picture(came( cameras)(and(this(was(the(one(I(could(afford(that(out(picture(perfect.(( promised(to(be(the(most(similar(to(the(SLRs.(I(have(Great(product!(1 a(2(year(old(son,(and(armed(with(only(this(camera,( I(have(missed(documenting(the(last(6(months(of(his(5/5$stars$$. time(with(me.(Every(picture(is(blurredNN(granted(Opera*with*subtitles?**Who*knew?* heFs(2(and(moves(a(lot,(but(even(the(slightest(I(had(the(great(fortune(to(aZend(a(dress( movement(by(the(photographer(blurs(the(image.(rehersal(for(The(Damnation(of(Faust.(( Blurred.(EVERYTHING.(I(wish(I(had(saved(up(and(This(updated(version(was(amazing.((1 bought(something(decent.(I(will(take(my(loss(on(A(M(A(Z(I(N(G.((( this(one(for(an(Amazon(gift(card,(but(DONFT(The(theatre(is(gorgeous.((The(acoustics( WASTE(YOUR(MONEY.(*sigh*(1are(incredible.(Go.((Go(now.1 Sentiment Analysis Symposium, San Francisco 8 November, 2011
  5. 5. Assumptions1 Text(has(a(single(main(sentiment( about(a(single(main(topic1 Sentiment(is(graded(on(a(linear(scale1 Usually$positive/negative. Words(carry(sentiment(information1 Analysis(=(Classification1 Very(liZle(semantics((if(any)1Sentiment Analysis Symposium, San Francisco 8 November, 2011
  6. 6. Let’s*look*a*li=le*more*closely…2Sentiment Analysis Symposium, San Francisco 8 November, 2011
  7. 7. Do(they(fit(the(archetype?1This(setup(using(the(CD(was(about(as(easy(as(learning(how(to(open(a(refrigerator(door(for(the(first(time.(1 Easy2 Sentiment Analysis Symposium, San Francisco 8 November, 2011
  8. 8. Do(they(fit(the(archetype?1This(setup(using(the(CD(was(about(as(easy(as(opening(a(wooden(crate(with(your(fingernails.(1 Hard2 Sentiment Analysis Symposium, San Francisco 8 November, 2011
  9. 9. Do(they(fit(the(archetype?1This(setup(using(the(CD(was(about(as(easy(as(learning(This(setup(using(the(CD(was(about(as(easy(as(how(to(open(a(refrigerator(door(for(the(first(time.(1opening(a(wooden(crate(with(your(fingernails.(1 There(are(a(few(extremely(sexy( new(features(in(Final*Cut*Pro*7.(1 Sentiment Analysis Symposium, San Francisco 8 November, 2011
  10. 10. Do(they(fit(the(archetype?1This(setup(using(the(CD(was(about(as(easy(as(learning(This(setup(using(the(CD(was(about(as(easy(as(how(to(open(a(refrigerator(door(for(the(first(time.(1opening(a(wooden(crate(with(your(fingernails.(1 There(are(a(few(extremely(sexy( …but(it’s(generally(lousy?1 new(features(in(Final*Cut*Pro*7.(1 Sentiment Analysis Symposium, San Francisco 8 November, 2011
  11. 11. Do(they(fit(the(archetype?1This(setup(using(the(CD(was(about(as(easy(as(learning(This(setup(using(the(CD(was(about(as(easy(as(how(to(open(a(refrigerator(door(for(the(first(time.(1opening(a(wooden(crate(with(your(fingernails.(1 There(are(a(few(extremely(sexy( The(rest(of(it,(however,(…1 new(features(in(Final*Cut*Pro*7.(1 Sentiment Analysis Symposium, San Francisco 8 November, 2011
  12. 12. Do(they(fit(the(archetype?1This(setup(using(the(CD(was(about(as(easy(as(learning(This(setup(using(the(CD(was(about(as(easy(as(how(to(open(a(refrigerator(door(for(the(first(time.(1opening(a(wooden(crate(with(your(fingernails.(1 There(are(a(few(extremely(sexy( new(features(in(Final(Cut(Pro(7.(1 When(the(tent(was(finally(completed,(the( Positive?2 result(was(much(nicer(than(that(Kiva(tent(…(1 1 Sentiment Analysis Symposium, San Francisco 8 November, 2011
  13. 13. Do(they(fit(the(archetype?1This(setup(using(the(CD(was(about(as(easy(as(learning(This(setup(using(the(CD(was(about(as(easy(as(how(to(open(a(refrigerator(door(for(the(first(time.(1opening(a(wooden(crate(with(your(fingernails.(1 There(are(a(few(extremely(sexy( new(features(in(Final(Cut(Pro(7.(1 When(the(tent(was(finally(completed,(the( Negative?2 result(was(much(nicer(than(that(Kiva(tent( but(not(as(nice(as(the(Arctic(oven…1 Sentiment Analysis Symposium, San Francisco 8 November, 2011
  14. 14. Do(they(fit(the(archetype?1This(setup(using(the(CD(was(about(as(easy(as(learning(This(setup(using(the(CD(was(about(as(easy(as(how(to(open(a(refrigerator(door(for(the(first(time.(1opening(a(wooden(crate(with(your(fingernails.(1 There(are(a(few(extremely(sexy( new(features(in(Final(Cut(Pro(7.(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 Jurassic(Park(was(a(great(book( Positive?2 but(a(lousy(movie.(1 Negative?2 Sentiment Analysis Symposium, San Francisco 8 November, 2011
  15. 15. Do(they(fit(the(archetype?1This(setup(using(the(CD(was(about(as(easy(as(learning(This(setup(using(the(CD(was(about(as(easy(as(how(to(open(a(refrigerator(door(for(the(first(time.(1opening(a(wooden(crate(with(your(fingernails.(1 There(are(a(few(extremely(sexy( new(features(in(Final(Cut(Pro(7.(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 Jurassic(Park(was(a(great(book( but(a(lousy(movie.(1 Loud(but(nice(room(at(a(great( Generally*positive2 price(with(bad(view.1 Sentiment Analysis Symposium, San Francisco 8 November, 2011
  16. 16. Do(they(fit(the(archetype?1This(setup(using(the(CD(was(about(as(easy(as(learning(This(setup(using(the(CD(was(about(as(easy(as(how(to(open(a(refrigerator(door(for(the(first(time.(1opening(a(wooden(crate(with(your(fingernails.(1 There(are(a(few(extremely(sexy( new(features(in(Final(Cut(Pro(7.(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 Jurassic(Park(was(a(great(book( but(a(lousy(movie.(1 Loud(but(nice(room(at(a(great( Negative*on*sound2 price(with(bad(view.1 Sentiment Analysis Symposium, San Francisco 8 November, 2011
  17. 17. Do(they(fit(the(archetype?1This(setup(using(the(CD(was(about(as(easy(as(learning(This(setup(using(the(CD(was(about(as(easy(as(how(to(open(a(refrigerator(door(for(the(first(time.(1opening(a(wooden(crate(with(your(fingernails.(1 There(are(a(few(extremely(sexy( new(features(in(Final(Cut(Pro(7.(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 Jurassic(Park(was(a(great(book( but(a(lousy(movie.(1 Loud(but(nice(room(at(a(great( Positive*on*price2 price(with(bad(view.1 Sentiment Analysis Symposium, San Francisco 8 November, 2011
  18. 18. Do(they(fit(the(archetype?1This(setup(using(the(CD(was(about(as(easy(as(learning(This(setup(using(the(CD(was(about(as(easy(as(how(to(open(a(refrigerator(door(for(the(first(time.(1opening(a(wooden(crate(with(your(fingernails.(1 There(are(a(few(extremely(sexy( new(features(in(Final(Cut(Pro(7.(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 Jurassic(Park(was(a(great(book( but(a(lousy(movie.(1 Loud(but(nice(room(at(a(great( Negative*on*view2 price(with(bad(view.1 Sentiment Analysis Symposium, San Francisco 8 November, 2011
  19. 19. Does(it(maZer?1 Pa=ern2 Results*(Google)2 Percentage2X is good 4,820,000,000X is as good as Y 2,530,000,000 52%X is better than Y 2,120,000,000 44%X is bad 1,730,000,000X is worse than Y 437,000,000 25%X is a good Y 14,160,000,000X is a better Y than a Z 781,000,000 6%X at a good price 888,000,000X at a good price but ... bad Y 29,400,000 3% Sentiment Analysis Symposium, San Francisco 8 November, 2011
  20. 20. Annotation(oddities1 We(believe(in(the(sincerity(of(the(United(States(in(promising(not(to( mix(up(its(counterNterrorism(drive(with(the(Taiwan(Strait(issue1 AZitude1 the(United(States(1 the(sincerity(of(the(United(States(in(promising( not(to(mix(up(its(counterNterrorism(drive(with( the(Taiwan(Strait(issue1Sentiment Analysis Symposium, San Francisco 8 November, 2011
  21. 21. Annotation(oddities1…what(is(important(is(that(your(Internet(connection(will(never(even(reach(the(speed(capabilities(of(this(router...1 AZitude1 Topic1 important1 your(Internet(connection(will(never(even( reach(the(speed(capabilities(of(this(router1Sentiment Analysis Symposium, San Francisco 8 November, 2011
  22. 22. Annotation(oddities1It’ll(make(life(a(lot(easier,(and(preclude(you(from(having(to(give( this(product(a(negative(review.((1 AZitude1 Topic1 positive1 product1Sentiment Analysis Symposium, San Francisco 8 November, 2011
  23. 23. Annotation(oddities1However,(this(product(performed(well(below(my(expectation.((1 AZitude1 Topic1 negative1 router1Sentiment Analysis Symposium, San Francisco 8 November, 2011
  24. 24. So(what’s(really(going(on?1 Her(appearance(and(demeanor(are(excellently(suited(to(her(role.1 Positive2 SheFs(the(most(heartless(coqueZe(in(France!1 Negative2 Classification+Sentiment Analysis Symposium, San Francisco 8 November, 2011
  25. 25. The(Structure(of(Sentiment1 Her(appearance(and(demeanor(are(excellently(suited(to(her(role.1 Positive2 SheFs(the(most(heartless(coqueZe(in(France!1 Negative2 A-itude+Sentiment Analysis Symposium, San Francisco 8 November, 2011
  26. 26. The(Structure(of(Sentiment1 Her(appearance*and*demeanor*are(excellently(suited(to(her(role.1 SheFs(the(most(heartless(coqueZe(in(France!1 Target+Sentiment Analysis Symposium, San Francisco 8 November, 2011
  27. 27. The(Structure(of(Sentiment1 Her(appearance*and*demeanor*are(excellently(suited(to(her(role.1 SheFs(the(most(heartless(coqueZe(in(France!1 Superordinate+Sentiment Analysis Symposium, San Francisco 8 November, 2011
  28. 28. The(Structure(of(Sentiment1 Her*appearance*and*demeanor*are(excellently(suited(to(her(role.1 SheFs(the(most(heartless(coqueZe(in(France!1 Aspect+Sentiment Analysis Symposium, San Francisco 8 November, 2011
  29. 29. The(Sentiment(Complex1 target11 aZitude1 target21 …the(result(was(much(nicer(than(that(Kiva(tent…(1 target1 aZitude11 aZitude21 Jurassic(Park(was(a(great(book(but(a(lousy(movie.(1 superordinate11 superordinate21Sentiment Analysis Symposium, San Francisco 8 November, 2011
  30. 30. The(Semantics(of(Sentiment1 Appreciation2 This unique dog or chicken house was Valuation1 made with green practices in mind. Affect2 Oh, and on principle I hate extremists / Affection1 zealots of any ilk. Judgement2 Oh and Spooks, … with this really tough Tenacity1 and sexy old lady in it, kicking ass.Sentiment Analysis Symposium, San Francisco 8 November, 2011
  31. 31. The(Semantics(of(Sentiment1Sentiment Analysis Symposium, San Francisco 8 November, 2011
  32. 32. 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? Youre trying to prove that your mean and it isnt cute nor do you need to be on a social website. o  -__- and she thinks that its funny. BUT ITS 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.. Sentiment Analysis Symposium, San Francisco 8 November, 2011
  33. 33. The(Sentiment(Analysis(Stack1 Collections/Streams:(Analysis,( comparison,(trending,(…1 Texts:(Aggregating(and(aZributing( sentiments(from(expressions1 Expressions:(Contextualization(and( interpretation1 Expressions:(Extraction(and(linking1Sentiment Analysis Symposium, San Francisco 8 November, 2011
  34. 34. Shlomo Argamon argamon@subtext3.com @ShlomoArgamonSubtext3, Inc. http://www.subtext3.com @Subtext3Illinois Institute of Technology Linguistic Cognition Lab http://lingcog.iit.edu Sentiment Analysis Symposium, San Francisco 8 November, 2011

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