Redefining Sentiment Analysis

Redeﬁning(
Sentiment(Analysis1
Shlomo Argamon
Subtext3, Inc.
Illinois Institute of Technology

Strong(foundations…1
Sentiment Analysis Symposium, San Francisco 8 November, 2011

…are(critical!1

The(Archetype1
Review classification – the earliest, and still
stereotypical sentiment analysis application
5.0$out$of$5$stars$Great!1 1.0$out$of$5$stars$Buy*cheap,*buy*twice2
This(Nikon(is(great.(It(takes(perfect( Im(absolutely(livid(with(myself(for(buying(this(
pictures(and(I(tried(the(shaking(eﬀect;(it( camera.(IFve(gone(through(a(divorce(and(been(left(
was(the(bom.(I(shaked(the(camera(while( with(nothing((including(the(loss(of(my(SLR(
taking(a(picture(and(the(picture(came( cameras)(and(this(was(the(one(I(could(aﬀord(that(
out(picture(perfect.(( promised(to(be(the(most(similar(to(the(SLRs.(I(have(
Great(product!(1 a(2(year(old(son,(and(armed(with(only(this(camera,(
I(have(missed(documenting(the(last(6(months(of(his(
5/5$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*(1
are(incredible.(
Go.((Go(now.1


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)1

Let’s*look*a*li=le*more*closely…2

Do(they(ﬁt(the(archetype?1
This(setup(using(the(CD(was(about(as(easy(as(learning(
how(to(open(a(refrigerator(door(for(the(ﬁrst(time.(1 Easy2


This(setup(using(the(CD(was(about(as(easy(as(
opening(a(wooden(crate(with(your(ﬁngernails.(1 Hard2


how(to(open(a(refrigerator(door(for(the(ﬁrst(time.(1
opening(a(wooden(crate(with(your(ﬁngernails.(1

There(are(a(few(extremely(sexy(
new(features(in(Final*Cut*Pro*7.(1



There(are(a(few(extremely(sexy( …but(it’s(generally(lousy?1



There(are(a(few(extremely(sexy( The(rest(of(it,(however,(…1



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




Negative?2
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





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






Loud(but(nice(room(at(a(great( Negative*on*sound2






Loud(but(nice(room(at(a(great( Positive*on*price2






Loud(but(nice(room(at(a(great( Negative*on*view2


Does(it(maZer?1
Pa=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%


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(issue1


…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(router1


It’ll(make(life(a(lot(easier,(and(preclude(you(from(having(to(give(
this(product(a(negative(review.((1
AZitude1

Topic1

positive1 product1


However,(this(product(performed(well(below(my(expectation.((1
AZitude1

Topic1

negative1 router1


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+


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+


Her(appearance*and*demeanor*are(excellently(suited(to(her(role.1

SheFs(the(most(heartless(coqueZe(in(France!1

Target+


Her(appearance*and*demeanor*are(excellently(suited(to(her(role.1


Superordinate+


Her*appearance*and*demeanor*are(excellently(suited(to(her(role.1


Aspect+


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 superordinate21


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.


The(Semantics(of(Sentiment1


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..


The(Sentiment(Analysis(Stack1
Collections/Streams:(Analysis,(
comparison,(trending,(…1

Texts:(Aggregating(and(aZributing(
sentiments(from(expressions1

Expressions:(Contextualization(and(
interpretation1

Expressions:(Extraction(and(linking1


Shlomo Argamon
argamon@subtext3.com
@ShlomoArgamon

Subtext3, Inc.
http://www.subtext3.com
@Subtext3

Illinois Institute of Technology Linguistic Cognition Lab
http://lingcog.iit.edu


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