Kotonush:

Understanding Concepts Based on Values behind Social Media
Tatsuya Iwanari♠ Kohei Ohara♠ Naoki Yoshinaga♣ Nobuhiro Kaji♥ Masashi Toyoda♣ Masaru Kitsuregawa♣,★

♠Univ. of Tokyo ♣IIS, Univ. of Tokyo ♥Yahoo Japan Corp. ★NII, Japan

Task Setting

Introduction

Ordering concepts from various perspectives isessential to make decisions in a daily life

a set of concepts+ an adjective+ domain info

Task scheduling Choosing a restaurant

Voting(othersʼ reviews){≻
http://www.mag2.com/p/news/152554

reliable? smart?

ResearchQuestion

important?

Vector Open Stock, https://www.vectoropenstock.com/

urgent?

★★★

★

tasty? cheap?

Can we derive views on concept orderingin a specific demographics (e.g., men)or time periods from text in the domain，

concepts ordered byattribute intensity，}≻Order+ Delicious + Men≻

We regard the ordering that maximizes averaged
Spearmanʼs ρ against human orderings as gold standard

Kotonush

Train & Test [Iwanari+, IJCAI-16]
Adjective & Concept independent classifier

Train

Delicious + {Featurevector,,

𝒗𝟏 = …
𝒗𝟐 = …
𝒗𝟑 = …

Train
GoldTest}

Large +{，，}

𝒖𝟏 = …
𝒖𝟐 = …
𝒖𝟑 = …

Socialmedia text

SVMSVM≻≻≻≻

Ranking SVM [Joachims ʻ02]

Evidence
Exampleevidence counts tofeature values
Co-occurrence Look how large that elephant is!
Dependency
Ants are so small that elephants canʼt kill theme.g.,Antlarge
SimileHe is as brave as a lion
cooc= PMIlarge , …
Comparative
Elephants are larger than dogs

Gold-standard Examples• Generate a feature vector for each concept• Learn a ranking svm to minimize the number ofincorrect orderings of two items against gold
SVM𝑣⃗# (1 ≤ 𝑖 ≤ 𝑵)

jewelry(elegant)alcohol(delicious)
sport(entertaining)food(yummy)
animal(lovely)
vegetable(tasty)
appliance(useful)flesh(preferable)
fast-food(tasty)
fruit(large)
actress(cute)[weights]

0.2

Score: 𝑓 = 𝑊𝑣#[Data]~ 25 billion tweets• Japanese• Jan. 2012
– Dec. 2015[attention points are highlighted]

Ave. ρ
0.632
0.606Gold standard orderings (row1: male, row2: female)
M sakura, rose, lily, sunflower, lavender, camellia, platycodon, daisy
F sakura, rose, lily, camellia, sunflower, platycodon, lavender, daisy

0.443
0.552
0.151
0.541
0.407
0.558
0.395
0.406
0.721
0.679
0.448
0.283
0.793
0.817
0.620
0.492
0.673
0.463
0.896
0.880
0.669
0.595

M
F
M
F
M
F
M
F
M
F
M
FM
F
M
F
M
F
M
F
M
F

emerald, sapphire, ruby, pearl, amethyst, opal
pearl, sapphire, emerald, ruby, amethyst, opal
champagne, wine, beer, highball, chuhai, whisky, shochu
champagne, chuhai, wine, highball, beer, whisky, shochubaseball, football, tennis, volleyball, basketball, table tennis, pro wrestling, sumo
football, volleyball, tennis, baseball, table tennis, basketball, sumo, pro wrestlingsteak, ramen, curry, pizza, pasta, fried rice, hamburger
steak, pasta, pizza, curry, ramen, hamburger, fried ricesquirrel, rabbit, penguin, dog, panda, horse, lion, lizarddog, squirrel, penguin, rabbit, panda, lion, horse, lizard
pumpkin, onion, eggplant, cucumber, spinach, napa cabbage, sprout, broccoli
pumpkin, onion, spinach, napa cabbage, eggplant, cucumber, broccoli, sprout
PC, smartphone, car navigation system, digital camera, printer, speakersmartphone, PC, car navigation system, digital camera, printer, speaker
beef, chicken, pork, lambchicken, pork, beef, lamb
MOS Burger, KFC, Mister Donut, McDonaldʼssamemelon, apple, peach, persimmon, grape, tangerine, strawberry, cherry
melon, apple, peach, persimmon, tangerine, grape, strawberry, cherry
Ki Kitano, Yuka, Kazue Fukishi, Akina Minami, Yumiko Shaku, Rinka, TomochikasameThis column shows the average Spearmanʼs ρ between the gold standard and human orderings=> How much people in the same domain (e.g., men) agree with their gold
Want to see codes & more data ? Please visit: http://www.tkl.iis.u-tokyo.ac.jp/~nari/coling-16/≻

0.3

Movie (Likable): Genders

Female likes more

flower(beautiful)

0.6

𝑊Case Studies[Data for Gold-standard (Gathered by Crowdsourcing)]
53 Twitter users (male/female: 24/29, age: 20s ~ 60s)
Query≻

Avengers
FrozenResident Evil

Men like action movies
much better thanDisney movies
but women donʼt likeaction movies so much

Male likes more

Flower (Beautiful): Seasons
CherryJun.- Aug.
Summer

Sunflower

Sep. – Nov. This shows blooming
season of each flower
WinterMum

CherrySunflower

Sunflower

Mum

CherryMar. – May.
SpringMum

Fruit (Delicious): Regions
TohokuShikoku

Dengue fever
spreaded in 2014

Disease (Fearful): Years
20132014

Apple

Tangerine

Influenza

DengueStrawberry

Apple

Malaria

Influenza

Tangerine

Strawberry

DengueMalaria

Tohoku and Shikoku regions are famous for
production of apple and tangerine, respectively