Advertisement

Formality Identification in Social Media Dialogue

  • Partha MukherjeeEmail author
  • Bernard J. Jansen
Conference paper
Part of the Lecture Notes in Computer Science book series (LNCS, volume 9708)

Abstract

Researching second screen interactions that form a social soundtrack concerning a major broadcast media event, we perform statistical analysis on more than 800 K postings and 50 K blogs of Super Bowl XLIX on Instagram and Tumblr respectively for three categories (commercials, music and game) during three phrases (Pre, During, and Post) identifying the influence of different social soundtrack features of the postings on formality of contents during three phrases (Pre, During, and Post). For Instagram, the positive influence of URL-based postings in relative scale on formality is significant, but other features have significant negative impact in Pre and Post phases. For Tumblr, undirected broadcast pattern of conversation and number of sentences in relative scale in Pre and Post phases have a positive influence on formality. The During phase does not show any significant influence between any of the social soundtrack feature and formality of the postings for either Instagram or Tumblr. It is important to note that formality is significantly increased on Instagram, but it exhibits significant reduction on Tumblr. We further evaluate the effects of categories on top of the influence of social interaction features on contents of social media platforms for a fixed effects model. For Instagram’s formality aspect, the fixed effects estimate of the game category significantly outperforms the other two categories in all three phases, while for Tumblr, the music category fixed effects plays the lead role in Pre and Post phases. These results assist in identifying the strength of linkage among broadcast categories, social media postings, and inherent formality, providing insights into viewer reactions to the broadcast of In-Real Life events.

Keywords

Social soundtrack Formality Fixed effects Instagram Tumblr 

References

  1. 1.
    Alamri, J.: (In) formality in social media discourse: The case of instructors and students in Saudi higher education. In: Proceedings of Global Learn (AACE), pp. 101–108 (2015)Google Scholar
  2. 2.
    Anonymous: 2015 Super Bowl commercials (2015). http://www.superbowl-commercials.org/2015
  3. 3.
    Bell, A., Jones, K.: Explaining fixed effects: Random effects modeling of time-series cross-sectional and panel data. Polit. Sci. Res. Methods 3(01), 133–153 (2015)CrossRefGoogle Scholar
  4. 4.
    Berrington, A., Smith, P., Sturgis, P.: An overview of methods for the analysis of panel data. NCRM Methods Review Papers. NCRM/007, pp. 1–57 (2006)Google Scholar
  5. 5.
    Heylighen, F., Dewaele, J.-M.: Formality of language: definition, measurement and behavioral determinants. Interner Bericht, Center “Leo Apostel”, Vrije Universiteit Brüssel (1999)Google Scholar
  6. 6.
    Jansen, B.J., Sobel, K., Cook, G.: Classifying ecommerce information sharing behaviour by youths on social networking sites. J. Inf. Sci. 37(2), 120–136 (2011)CrossRefGoogle Scholar
  7. 7.
    Lee, H., Kim, Y.K., Kim, K.K., Han, Y.: Sports and social media: Twitter usage patterns during the 2013 super bowl broadcast. In: Proceedings of the International Conference on Communication, Media, Technology and Design, (ICCMTD), pp. 250–259 (2014)Google Scholar
  8. 8.
    Mukherjee, P., Jansen, B.J.: Social TV and the social soundtrack: significance of second screen interaction during television viewing. In: Kennedy, W.G., Agarwal, N., Yang, S.J. (eds.) SBP 2014. LNCS, vol. 8393, pp. 317–324. Springer, Heidelberg (2014)CrossRefGoogle Scholar
  9. 9.
    Nowson, S.: The Language of Weblogs: A study of genre and individual differences. Doctoral Thesis. University of Edinburgh (2006)Google Scholar
  10. 10.
    Nowson, S., Oberlander, J., Gill, A.J.: Weblogs, genres and individual differences. In: Proceedings of the 27th Annual Conference of the Cognitive Science Society (CogSci), pp. 1666–1671 (2005)Google Scholar
  11. 11.
    Paris, C., Thomas, P., Wan, S.: Differences in language and style between two social media communities. In: Proceedings of the AAAI International Conference on Weblogs and Social Media (ICWSM) (2012)Google Scholar
  12. 12.
    Pérez-Sabater, C.: The linguistics of social networking: A study of writing conventions on facebook. Linguistik Online 56(6), pp. 111–130 (2013)Google Scholar
  13. 13.
    Schalter, T.: Super Bowl XLIX: Power ranking the top 25 players in this year’s game. http://bleacherreport.com/articles/2343013-super-bowl-xlix-power-ranking-the-top-25-players-in-this-years-game/page/2
  14. 14.
    Schmidheiny, K., Basel, U.: Panel data: fixed and random effects. Short Guides to Microeconometrics, pp. 1–16 (2011)Google Scholar
  15. 15.
    Staff, A.A.: Super Bowl XLIX ad chart: Who bought commercials in Super Bowl (2015). http://adage.com/article/special-report-super-bowl/super-bowl-xlix-ad-chart-buying-big-game-commercials/295841/
  16. 16.
    Wikipedia: Super Bowl XLIX halftime show (2015). http://en.wikipedia.org/wiki/Super_Bowl_XLIX_halftime_show

Copyright information

© Springer International Publishing Switzerland 2016

Authors and Affiliations

  1. 1.College of Information Science and TechnologyPennsylvania State UniversityUniversity ParkUSA
  2. 2.Qatar Computing Research InstituteHBKUDohaQatar

Personalised recommendations