Philip ResnikAssociate Professor
Department of Linguistics and Institute for Advanced Computer
Studies
People, language, people, computers, people:
a new way for computers to help analysts
New projects
Translation by Iterative Collaboration Between Monolingual Users
Language Evidence for Social Goals: A Linguistic Approach to Persuasion Moves in Discourse
Center for Language and Cultural Analysis
Language Evidence for Social Goals: A Linguistic Approach to Persuasion Moves in Discourse
Center for Language and Cultural Analysis
Why Re-Use Your Towels?
Do it for the environmentCooperate with the hotel and be a partner in
this causeMost guests reuse their towels at least onceThe majority of guests who have stayed in this
room have reused their towels.
12% less effective
18% more effective
33% more effective
Study by social psychologist Robert Cialdini, Arizona State University
Persuasion and Decision ProcessesConstruct ontologies of persuasion tactics
and examine their effectivenessThree theories of interest
Compliance Gaining: taxonomic studiesElaboration Likelihood Model: emphasis on
emotional quality of appealProspect Theory: emphasis on types of
logical appeals
Prospect Theory
Logically, $100 is $100, whether you are winning it or losing it.
But psychologically, $100 lost “counts more” than $100 gained.
Choices are biased by proposal’s framing in terms of gain or loss (Kahneman and Tversky, 1979)
Michael Kinsley's commentary ["Suddenly, health insurers are singing a different tune," Opinion, Aug. 9] elaborates on the insurance lobby's Harry and Louise ads. In contrast to their 1993 edition, the insurers have decided that they will accept all comers if everybody is required to sign up for health-insurance coverage.
All the major variants on reform that are before Congress buy into this. The health-care lobbyists state that "health-care reform is far too importance to be dragged down by divisive political rhetoric."
Sure, there is fine tuning that will have to take place over time; but let's take the first step toward a major overhaul of an inadequate, destructive system that leaves millions without medical care.
Come on, feet draggers, jump on the wagon for decent reform.
• Non-aggressive
• Logical (“central”) route
• Emphasis on gains
Keep up the good work patriots Pinnochios’ strings are comin off! The Liar and Thief is being exposed for the puppet that he is and his puppet masters can’t be happy.
Lookin for more head bashers to beat the people into line. Mount up and arm up Patriots we are in a fight for our country with a bunch of Marxists!
Rally in D.C. Sept 12, 2009 and bring the fight to the chickens door steop!
They must fear for their very existance or they will ram this through anyway, it is the fullfillment of their dreams, bringing America and Capitalism, Free Enterprise to her knees and guaranteeing power eternal for themselves!
• Aggressive
• Emotive gestalt (“peripheral”) route
• Emphasis on risks/losses
Foundational Social Theory
The use of language in persuasionFraming theory (Entman, 1993)
Linguistic choices to “select some aspects of a perceived reality and make them more salient in a communicating text”
Lexical semantics (Dowty 1991, Hopper and Thomson 1980) Connections between surface realizations of
language and underlying construals of events.
Artwork from http://www.amysteinart.com/
“On November 25, a soldier veered his jeep into a crowded market and killed three civilians.”
“On November 25, a soldier’s jeep veered into a crowded market, causing three civilian deaths.”
“The dishwasher broke yesterday.”
“He broke the dishwasher yesterday.”
08/24/09
Language Evidence for Social Goals:A Linguistic Approach to Persuasion Moves in DiscourseUniversity of Maryland (lead), Naval Postgraduate School, Temple University, UC Santa CruzPhilip Resnik (PI), Pranav Anand, Deborah Cai, Craig Martell, Douglas Oard
• Topic• Relate cross-cultural argument styles and language characteristics to persuasion in online media• Automatically detect persuasion attempts in two-party and multi-party dialogue
• Social science perspectives• Persuasion as a decision process• Linguistic characteristics of persuasive interaction• Team includes expert on intercultural communication, persuasion, and negotiation
• Technical approaches• Iterative data acquisition approach in order to characterize observable and latent variables• Bayesian and discriminative modeling to detect persuasion attempts
• Data types• Online text interaction (simulation, bulletin boards, public chat rooms)• Dialogue transcripts
• Languages• English• Arabic (MSA)• Chinese (Mandarin) – starting Option Year 1
• Languages: English, Arabic (MSA), Mandarin
• Social science and language expertise
• Specific online settings and topical domains
Bringing together diverse skills…
Translation by Iterative Collaboration Between Monolingual Users
A real-world problem
International Children’s Digital Library, www.childrenslibrary.orgGoal: 10,000 books translated into 100 languages = 1M book-languages
Wikipedia: 75,000 contributors
Goal:Good and Cheap
MonolingualHumanParticipation
Quality
Aff
orda
bilit
y
MachineTranslation
Professional Bilingual Human Participation
Amateur Bilingual Human Participation
vs. 800 translators
Monolingual Translation Protocol
UI Prototype
Prototype Evaluation
[Submitted to CHI 2010]
=> System seems promising
Sentence fluency
(0=unintelligible, 3=very intelligible)
Sentence accuracy
(1=not translated, 5=full meaning)
MTPrototype
Monolingual Translation Protocol
• Language expertise
• Language expertise
Bringing together diverse skills…
Putting it all together
Bringing together diverse human skills to solve hard
problems
Social science
expertise
Social science
expertise
Knowledge of languages
Knowledge of languages
Understanding of specific topic areas
and domains
Understanding of specific topic areas
and domains
• Human-human interaction (social science)• Human-computer interaction (distributed human computation) • Underlying technology to tackle hard problems (intelligent systems)
• Human-human interaction (social science)• Human-computer interaction (distributed human computation) • Underlying technology to tackle hard problems (intelligent systems)
Understanding of task-
specific goals
Understanding of task-
specific goals