Uncovering Latent Arguments in Social Media Messaging by Employing LLMs-in-the-Loop Strategy (preprint)

The widespread use of social media has led to a surge in popularity for automated methods of analyzing public opinion. Supervised methods are adept at text categorization, yet the dynamic nature of social media discussions poses a continual challenge for these techniques due to the constant shifting of the focus. On the other hand, traditional unsupervised methods for extracting themes from public discourse, such as topic modeling, often reveal overarching patterns that might not capture specific nuances. Consequently, a significant portion of research into social media discourse still depends on labor-intensive manual coding techniques and a human-in-the-loop approach, which are both time-consuming and costly. In this work, we study the problem of discovering arguments associated with a specific theme. We propose a generic LLMs-in-the-Loop strategy that leverages the advanced capabilities of Large Language Models (LLMs) to extract latent arguments from social media messaging. To demonstrate our approach, we apply our framework to contentious topics. We use two publicly available datasets: (1) the climate campaigns dataset of 14k Facebook ads with 25 themes and (2) the COVID-19 vaccine campaigns dataset of 9k Facebook ads with 14 themes. Furthermore, we analyze demographic targeting and the adaptation of messaging based on real-world events.

Understanding COVID-19 Vaccine Campaign on Facebook using Minimal Supervision (preprint)

In the age of social media, where billions of internet users share information and opinions, the negative impact of pandemics is not limited to the physical world. It provokes a surge of incomplete, biased, and incorrect information, also known as an infodemic. This global infodemic jeopardizes measures to control the pandemic by creating panic, vaccine hesitancy, and fragmented social response. Platforms like Facebook allow advertisers to adapt their messaging to target different demographics and help alleviate or exacerbate the infodemic problem depending on their content. In this paper, we propose a minimally supervised multi-task learning framework for understanding messaging on Facebook related to the COVID vaccine by identifying ad themes and moral foundations. Furthermore, we perform a more nuanced thematic analysis of messaging tactics of vaccine campaigns on social media so that policymakers can make better decisions on pandemic control.

A Holistic Framework for Analyzing the COVID-19 Vaccine Debate (preprint)

The Covid-19 pandemic has led to infodemic of low quality information leading to poor health decisions. Combating the outcomes of this infodemic is not only a question of identifying false claims, but also reasoning about the decisions individuals make. In this work we propose a holistic analysis framework connecting stance and reason analysis, and fine-grained entity level moral sentiment analysis. We study how to model the dependencies between the different level of analysis and incorporate human insights into the learning process. Experiments show that our framework provides reliable predictions even in the low-supervision settings.