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Enriching Social Media Personas with Personality Traits: A Deep Learning Approach Using the Big Five Classes

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Artificial Intelligence in HCI (HCII 2020)

Part of the book series: Lecture Notes in Computer Science ((LNISA,volume 12217))

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Abstract

To predict personality traits of data-driven personas, we apply an automatic persona generation methodology to generate 15 personas from the social media data of an online news organization. After generating the personas, we aggregate each personas’ YouTube comments and predict the “Big Five” personality traits of each persona from the comments pertaining to that persona. For this, we develop a deep learning classifier using three publicly available datasets. Results indicate an average performance increase of 4.84% in F1 scores relative to the baseline. We then analyze how the personas differ by their detected personality traits and discuss how personality traits could be implemented in data-driven persona profiles, as either scores or narratives.

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Notes

  1. 1.

    https://www.youtube.com/channel/UCV3Nm3T-XAgVhKH9jT0ViRg.

  2. 2.

    https://developers.google.com/youtube/analytics/.

  3. 3.

    The MPD dataset was previously available on the Web (http://mypersonality.org), but at the time of writing it has been withdrawn. The YT dataset is available upon request (https://www.idiap.ch/dataset/youtube-personality), and the essays dataset can be readily downloaded (https://github.com/SenticNet/personality-detection/blob/master/essays.csv).

  4. 4.

    https://github.com/senticnet/personality-detection.

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Acknowledgments

We thank Dr. Lene Nielsen for discussions and inspiration on how to potentially display the automatically inferred personality traits in data-driven personas. We thank Al Jazeera Media Network for sharing the data that made this research possible.

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Authors and Affiliations

  1. Qatar Computing Research Institute, Hamad Bin Khalifa University, Doha, Qatar

    Joni Salminen, Soon-gyo Jung, Shammur A. Chowdhury & Bernard J. Jansen

  2. University of Turku, Turku, Finland

    Joni Salminen

  3. Indian Institute of Technology Madras, Tamil Nadu, India

    Rohan Gurunandan Rao

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  1. Joni Salminen
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Correspondence to Joni Salminen .

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  1. Siemens, Princeton, USA

    Helmut Degen

  2. University of Central Florida, Orlando, FL, USA

    Lauren Reinerman-Jones

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Salminen, J., Rao, R.G., Jung, Sg., Chowdhury, S.A., Jansen, B.J. (2020). Enriching Social Media Personas with Personality Traits: A Deep Learning Approach Using the Big Five Classes. In: Degen, H., Reinerman-Jones, L. (eds) Artificial Intelligence in HCI. HCII 2020. Lecture Notes in Computer Science(), vol 12217. Springer, Cham. https://doi.org/10.1007/978-3-030-50334-5_7

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