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Aspect sentiment mining of short bullet screen comments from online TV series

Author

Listed:
  • Jiayue Liu
  • Ziyao Zhou
  • Ming Gao
  • Jiafu Tang
  • Weiguo Fan

Abstract

Bullet screen comments (BSCs) are user‐generated short comments that appear as real‐time overlays on many video platforms, expressing the audience opinions and emotions about different aspects of the ongoing video. Unlike traditional long comments after a show, BSCs are often incomplete, ambiguous in context, and correlated over time. Current studies in sentiment analysis of BSCs rarely address these challenges, motivating us to develop an aspect‐level sentiment analysis framework. Our framework, BSCNET, is a pre‐trained language encoder‐based deep neural classifier designed to enhance semantic understanding. A novel neighbor context construction method is proposed to uncover latent contextual correlation among BSCs over time, and we also incorporate semi‐supervised learning to reduce labeling costs. The framework increases F1 (Macro) and accuracy by up to 10% and 10.2%, respectively. Additionally, we have developed two novel downstream tasks. The first is noisy BSCs identification, which reached F1 (Macro) and accuracy of 90.1% and 98.3%, respectively, through fine‐tuning the BSCNET. The second is the prediction of future episode popularity, where the MAPE is reduced by 11%–19.0% when incorporating sentiment features. Overall, this study provides a methodology reference for aspect‐level sentiment analysis of BSCs and highlights its potential for viewing experience or forthcoming content optimization.

Suggested Citation

  • Jiayue Liu & Ziyao Zhou & Ming Gao & Jiafu Tang & Weiguo Fan, 2023. "Aspect sentiment mining of short bullet screen comments from online TV series," Journal of the Association for Information Science & Technology, Association for Information Science & Technology, vol. 74(8), pages 1026-1045, August.
    • Handle: RePEc:bla:jinfst:v:74:y:2023:i:8:p:1026-1045
    DOI: 10.1002/asi.24800
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    References listed on IDEAS

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    1. Sam K. Hui & Tom Meyvis & Henry Assael, 2014. "Analyzing Moment-to-Moment Data Using a Bayesian Functional Linear Model: Application to TV Show Pilot Testing," Marketing Science, INFORMS, vol. 33(2), pages 222-240, March.
    2. Qiang Zhang & Wenbo Wang & Yuxin Chen, 2020. "Frontiers: In-Consumption Social Listening with Moment-to-Moment Unstructured Data: The Case of Movie Appreciation and Live Comments," Marketing Science, INFORMS, vol. 39(2), pages 285-295, March.
    3. Rong Xiang & Emmanuele Chersoni & Qin Lu & Chu‐Ren Huang & Wenjie Li & Yunfei Long, 2021. "Lexical data augmentation for sentiment analysis," Journal of the Association for Information Science & Technology, Association for Information Science & Technology, vol. 72(11), pages 1432-1447, November.
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