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Eureka Presentation
ROSSANO SCHIFANELLA, Paloma de Juan, Joel Tetreault, Liangliang Cao
@ACM Multimedia 2016, Amsterdam
DETECTING SARCASM IN MULTIMODAL
SOCIAL PLATFORMS
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SARCASM
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Because who doesn’t love finishing the slides late at
night the day before the talk… #acmmm2016 #hangover
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WHAT IS SARCASM?
LITERAL INTENDED≠
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Great day today
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LEXICAL and LINGUISTIC MARKERS
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INTERJECTIONS, INTENSIFIERS, HYPERBOLES
Well, really great day today
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Great day today !?!?!?!?
PUNCTUATION
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CONTEXT
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Great day today! #epicfail
HASHTAGS
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Great day today! #winning
HASHTAGS
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Great day today! ? ? ?
EMOJIS
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Great day today! ? ??
EMOJIS
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Great day today
Third car accident in a
mile!
1
2
PREVIOUS POSTS
@RSCHIFAN
@RSCHIFAN
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AUTHOR PROFILE, PROPENSITY TO SARCASTIC UTTERANCES
Great day today
Well this is not stressful
at all #sarcasm
1
3
@RSCHIFAN
@RSCHIFAN
2
I looooove Trump’s hair!
#sarcasm
@RSCHIFAN
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SOCIAL MEDIA IS MULTIMODAL
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METADATA VISUALS
TEXT
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Great day today
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Great day today
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Text+Image
Image as a contextual clue
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POSTS CONTAINING #SARCASM OR #SARCASTIC
DATA
517K 63K 20K
99% 40% 7.56%
TEXT+IMAGE TEXT+IMAGE TEXT+IMAGE
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CHARACTERISE THE ROLE OF IMAGES
Study of the interplay between textual and visual components
1
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-100 posts per platform
-Two questions:
A.Is the text enough?
B. Does the image help?
MANUAL ANNOTATION IS THE TEXT ENOUGH?
YES NO
DOESTHEIMAGEHELP?
YESNO
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-Text-Only: sometime even if the textual
component is enough to detect the
sarcastic tone, the image has an
important role in terms of explainability,
interpretability and engagement.
TAKEAWAYS
-100 posts per platform
-Two questions:
A.Is the text enough?
B. Does the image help?
MANUAL ANNOTATION IS THE TEXT ENOUGH?
YES NO
DOESTHEIMAGEHELP?
YESNO
TEXT-ONLY
Eureka Presentation
-Text-Only: sometime even if the textual
component is enough to detect the
sarcastic tone, the image has an
important role in terms of explainability,
interpretability and engagement.
TAKEAWAYS
-100 posts per platform
-Two questions:
A.Is the text enough?
B. Does the image help?
MANUAL ANNOTATION
It was a beautiful spring day today! I
almost went out outside in shorts it was
so nice! ? ? ? #spring #sarnia #winter
#allgonein24hours
Eureka Presentation
-Text-Only: sometime even if the textual
component is enough to detect the
sarcastic tone, the image has an
important role in terms of explainability,
interpretability and engagement.
-Text+Image: multimodality is key
TAKEAWAYS
-100 posts per platform
-Two questions:
A.Is the text enough?
B. Does the image help?
MANUAL ANNOTATION IS THE TEXT ENOUGH?
YES NO
DOESTHEIMAGEHELP?
YESNO
TEXT+IMAGE
Eureka Presentation
-Text-Only: sometime even if the textual
component is enough to detect the
sarcastic tone, the image has an
important role in terms of explainability,
interpretability and engagement.
-Text+Image: multimodality is key
TAKEAWAYS
-100 posts per platform
-Two questions:
A.Is the text enough?
B. Does the image help?
MANUAL ANNOTATION
Seriously cute cat just wandered into
my garden, sweet little thing ? #cat
#photogenic #cute #garden
Eureka Presentation
-Text-Only: sometime even if the textual
component is enough to detect the
sarcastic tone, the image has an
important role in terms of explainability,
interpretability and engagement.
-Text+Image: multimodality is key
TAKEAWAYS
-100 posts per platform
-Two questions:
A.Is the text enough?
B. Does the image help?
MANUAL ANNOTATION
So happy I brought the nice weather
back with me...
Eureka Presentation
-Text-Only: sometime even if the textual
component is enough to detect the
sarcastic tone, the image has an
important role in terms of explainability,
interpretability and engagement.
-Text+Image: multimodality is key
-Not Sarcastic: #sarcasm is not always
sufficient to mark the content as sarcastic,
users have often their own definition of
sarcasm that is close to humour, fun, silly
content.
TAKEAWAYS
-100 posts per platform
-Two questions:
A.Is the text enough?
B. Does the image help?
MANUAL ANNOTATION IS THE TEXT ENOUGH?
YES NO
DOESTHEIMAGEHELP?
YESNO
NOT SARCASTIC
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COLLECT A GROUND TRUTH FOR SARCASM
A. Evaluate the impact of visuals as a source for context
B. Identify sarcastic posts with a high level of agreement
CHARACTERISE THE ROLE OF IMAGES
Study of the interplay between textual and visual components
1
2
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ASK THE CROWD!
1K POSTS
5 JUDGEMENTS
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SECOND EXPERIMENT
For all the posts that are judged not sarcastic in
the previous step, show the text and the image
FIRST EXPERIMENT
Show only the textual component of a post
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Text+Image
37,4%
Text Only
37,8%
Not Sarcastic
24,8%
Text+Image
44,5%
Text Only
23,6%
Not Sarcastic
31,9%
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COLLECT A GROUND TRUTH FOR SARCASM
A. Evaluate the impact of visuals as a source for context
B. Identify sarcastic posts with a high level of agreement
DETECT SARCASM
SVM Fusion+Deep learning fusion approaches
CHARACTERISE THE ROLE OF IMAGES
Study of the interplay between textual and visual components
1
2
3
HOW CAN WE DETECT SARCASM IN MULTIMODAL POSTS?
1
SVM
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-LEXICAL
-SUBJECTIVITY
-1,2-GRAMS
-WORD2VEC
-COMBINATION
NLP FEATURES VISUAL SEMANTIC FEATURES
-YFCC100M DATASET
-1,570 CONCEPTS VIA CONVOLUTIONAL NEURAL
NETWORK
-EACH CONCEPT AS A ONE-HOT FEATURE
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-LEXICAL
-SUBJECTIVITY
-1,2-GRAMS
-WORD2VEC
-COMBINATION
NLP FEATURES VISUAL SEMANTIC FEATURES
-YFCC100M DATASET
-1,570 CONCEPTS VIA CONVOLUTIONAL NEURAL
NETWORK
-EACH CONCEPT AS A ONE-HOT FEATURE
+
LINEAR SVM
+
FEATURES VECTOR
FUSION
HOW CAN WE DETECT SARCASM IN MULTIMODAL POSTS?
2
DEEP
LEARNING
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1 K. Chateld, K. Simonyan, A. Vedaldi, and A. Zisserman. Return of the devil in the details: delving deep into convolutional nets. In BMVC, 2014.
Adapted Visual Representation1
(trained on ImageNet)
NLP Multilayer Perceptron
(based on unigrams)
CONCATENATION
LAYER
NON-LINEAR
LAYERS
SARCASM DETECTION
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EVALUATION
GOLD SET
2K EXAMPLES
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D-50 D-80 D-100
baseline
(1,2-grams) 81.7 82.5 80.2
baseline
+ VSF +6% +6.3% +4.3%
D-50 D-80 D-100
baseline
(1,2-grams) 88.8 86.0 84.4
baseline
+ VSF -0,04% +2.1% +6.2%
SVM
1
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D-50 D-80 D-100
baseline 77 74.6 74.8
baseline
+ AVR +1% +5.1% +3.7%
D-50 D-80 D-100
baseline 75.8 74.6 75.5
baseline
+ AVR +2.4% +1.4% -1%
DEEP
LEARNING
2
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Future Directions
SVM: IMPROVE THE FUSION METHOD, ADD SEMANTICS
DEEP LEARNING APPROACH: A LOT TO DO!
VISUAL SENTIMENT CONCEPTS
AUTOMATIC GENERATION OF SARCASTIC IMAGE CAPTION
SARCASTIC CONVERSATIONAL BOTS
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Questions?
@rschifan
http://www.di.unito.it/~schifane
schifane@di.unito.it
THANKS FOR THE VERY INTERESTING TALK!

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