They stem from the specific competitive position of an organization. Neither the desired nor the undesired aspects correspond to general frameworks. At the same time, it is equally important to detect undesired aspects of the coverage. They are typically not restricted to emotions, but can also include desired associations with concepts such “innovation” and “big data”. Specific communicative goals, however, are carefully formulated by communications managers and marketing professionals. Certain emotions such as “Joy” and “Trust” represent desirable associations for most brands.
Tailored Models for Data-Driven CommunicationsĮven the most granular affective models combined with sophisticated machine learning approaches do not address the inherent problem that an organization’s strategic positioning goals will often deviate from existing affective models. On the left, the figure shows Robert Plutchik’s Wheel of Emotions, next to Erik Cambria’s Hourglass of Emotions. The following figure compares two popular affective models that can guide the automated classification of human emotions.
A common distinction is the intensity of the expressed emotion. Many of these models also define sub-categories for a more nuanced representation. They provide more fine-grained classifications into emotional categories. More complex affective models consider the work of psychologists. It uses sentiment lexicons together with artificial intelligence-based machine learning methods to determine the polarity of sentences and documents. Sentiment analysis, for example, classifies content streams into positive and negative expressions. Affective ComputingĪffective models for opinion mining differ in their goals and complexity. Translated into color coding, these dimensions enrich visualizations such as tag clouds and geographic maps. webLyzard detects emotions with affective computing algorithms that classify and sort search results along multiple emotional dimensions such as Joy, Trust, Anger and Fear. Emotion detection algorithms for news and social media coverage help to investigate trends and differing perceptions of various stakeholder groups.
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