We propose FrameAxis, a method of characterizing the framing of a given text by identifying the most relevant semantic axes (\"microframes\") defined by antonym word pairs. In contrast to the traditional framing analysis, which has been constrained …
Although used in many domains, the evaluation of personas is difficult due to the lack of validated measurement instruments. To tackle this challenge, we propose the Persona Perception Scale (PPS), a survey instrument for evaluating how individuals …
Contemporary media systems are in transition. The constellation of organizations, groups, and individuals contributing information to national and international news flows has changed as a result of the digital transformation. The 'hybrid media …
The Workshop Program of the Association for the Advancement of Artificial Intelligence’s 12th International Conference on Web and Social Media (AAAI-18) was held at Stanford University, Stanford, California USA, on Monday, June 25, 2018. There were …
We develop a methodology to automate creating imaginary people, referred to as personas, by processing complex behavioral and demographic data of social media audiences. From a popular social media account containing more than 30 million interactions …
In this research, we conceptually examine the use of personas in an age of large-scale online analytics data. Based on the criticism and benefits outlined in prior work and by practitioners working with online data, we formulate the major arguments …
We propose a novel approach for isolating customer segments using online customer data for products that are distributed via online social media platforms. We use non-negative matrix factorization to first identify behavioral customer segments and …
Understanding users in the era of social media is challenging, requiring organizations to adopt novel computation-aided approaches. To exemplify such an approach, we retrieved information on millions of interactions with YouTube video content from a …