POLAR:A Per-User Association Test in Embedding Space

Due to the correlational structure in our traits such as identities, cultures, and political attitudes, seemingly innocuous preferences like following a band or using a specific slang can reveal private traits. This possibility, especially when combined with massive, public social data and advanced computational methods, poses a fundamental privacy risk. As our data exposure online and the rapid advancement of AI are increasing the risk of misuse, it is critical to understand the capacity of large language models (LLMs) to exploit such potential. Here, using online discussions on DebateOrg and Reddit, we show that LLMs can reliably infer hidden political alignment, significantly outperforming traditional machine learning models. Prediction accuracy further improves as we aggregate multiple text-level inferences into a user-level prediction, and as we use more politics-adjacent domains. We demonstrate that LLMs leverage words that are highly predictive of political alignment while not being explicitly political. Our findings underscore the capacity and risks of LLMs for exploiting socio-cultural correlates.

Political bias in large language models (LLMs) is increasingly significant, but difficult to measure reproducibly across political and linguistic contexts. We introduce Polar, a 4,026-instance multiple-choice benchmark that measures political bias through option-level likelihoods rather than prompt-based generation. Polar covers two ideological axes and eight issue categories derived from the Manifesto Project, and evaluates models in parallel across U.S. and South Korean political contexts. Across 38 LLMs, measured bias varies systematically with political context, issue category, model group, and presentation language. All models lean left-progressive on U.S. political content, but show more centered and mixed patterns on South Korean content. Translation experiments further show that presentation language alone can shift measured bias. These findings highlight the need for multilingual and cross-contextual evaluation of political bias in LLMs.

In this study, we present the first comprehensive evaluation of modern LLMs - including GPT-4, GPT-4o, GPT-3.5-Turbo, Gemini 1.5 Pro, DeepSeek-V3, Llama 3.2, and BERT - across three core social media analytics tasks on a Twitter (X) dataset: (I) Social Media Authorship Verification, (II) Social Media Post Generation, and (III) User Attribute Inference. For the authorship verification, we introduce a systematic sampling framework over diverse user and post selection strategies and evaluate generalization on newly collected tweets from January 2024 onward to mitigate "seen-data" bias. For post generation, we assess the ability of LLMs to produce authentic, user-like content using comprehensive evaluation metrics. Bridging Tasks I and II, we conduct a user study to measure real users' perceptions of LLM-generated posts conditioned on their own writing. For attribute inference, we annotate occupations and interests using two standardized taxonomies (IAB Tech Lab 2023 and 2018 U.S. SOC) and benchmark LLMs against existing baselines. Overall, our unified evaluation provides new insights and establishes reproducible benchmarks for LLM-driven social media analytics. The code and data are provided in the supplementary material and will also be made publicly available upon publication.