Audience Engagement

AI knowledge systems require representations of entity importance for retrieval, recommendation, evidence selection, and knowledge-intensive reasoning. Yet importance is often reduced to a single score derived from either human response or graph structure. Such compression may discard distinctions that matter when an AI system must choose among entities for different tasks. This study introduces an interpretable dual-signal representation in which each entity is characterized by an audience-evaluation dimension and a structural-authority dimension. The framework is evaluated using movie entities as an empirical validation domain. IMDb non-commercial datasets provide a rating-based audience ranking, Wikidata supports entity alignment, and English Wikipedia hyperlinks form the knowledge network on which PageRank estimates structural authority. Experiments on 482 entities and 13,690 directed relationships reveal a statistically significant but weak association between the two dimensions (Spearman rho = 0.2275, p < 0.001). Their overlap is only 10% in the top 10 and 34% in the top 100, while entity-level divergence occurs in both directions. The results show that audience evaluation and structural authority are non-redundant signals and should not automatically be collapsed into a single scalar notion of importance. The contribution is not a new ranking algorithm or learned embedding, but a minimal knowledge-representation framework and an empirical test of its dimensional necessity. The findings support task-aware AI knowledge systems that preserve distinct importance signals before applying context-specific selection or aggregation.

Understanding and forecasting audience reactions to video content are crucial for improving content creation, recommendation systems, and media analysis. To enable audience reaction prediction and other content engagement applications, we introduce $\textbf{Video2Reaction}$, a multimodal dataset that maps short movie segments to a distribution of $\textit{induced emotions}$ of viewers in the wild, as expressed through social media. $\textbf{Video2Reaction}$ spans more than 10,000 videos and serves as a reliable benchmark as well as a training resource for audience reaction prediction. To enable cost-effective continuous annotations as reactions may change over time, we develop a two-stage multi-agent pipeline using only open-source LLMs, achieving 86% correctness under blind human verification despite the inherently noisy and subjective nature of the task. We establish the first benchmark for video-to-reaction-distribution prediction in the wild and show that pretrained foundation video models fail in zero-shot settings, while finetuning transforms them into state-of-the-art predictors capable of modeling both full reaction distributions and dominant responses from video alone. However, the task remains challenging: even the strongest methods achieve only 77% Top-3 F1 in dominant reaction prediction (LLaVA-Next), highlighting a substantial gap in modeling collective audience reaction. \modification{Dataset and code are available at our project page: https://information-fusion-lab-umass.github.io/video2reaction-bench.github.io

Rhetorical strategies and their influence on audiences are often studied through social media posts and comments. However, this focus overlooks the universal audience, which is the majority of readers who remain silent and do not explicitly express how a message affects them. This study investigates how two classical modes of persuasion, ethos and pathos, resonate in the silent audience's interpretations of meaning. Using a dataset of social media sentences paired with human-written interpretations, we label both sources for ethos and pathos and assess whether these rhetorical appeals are preserved. Our analyses show that interpretations diverge from the original sentences in 30% of cases, with rhetorically charged content eliciting greater variability than neutral content. We further find that ethos and pathos in original sentences can predict audience attitudes toward the author, underscoring the subtle ways rhetoric shapes perception beyond visible engagement.

Alternating recurrent events -- event-times of a specific nature that trigger a secondary refractory period -- occur in a wide-range of fields, including behavioral science, criminal justice, and biostatistics. Analysis of these events requires careful attention to the statistical nuance, including correlated observations and repeated outcomes subject to potential censoring. We develop an online dynamic prediction framework appropriate for predicting subsequent alternating recurrent events, by developing neural network theory for a statistical audiences and applying inverse probability weighted pseudo-observations. The proposed model is applied to dynamically predict alternating recurrent event-free time, showing good performance in simulation, and outstanding capability in application to predicting periods of low mood for first-year medical residents. We close with a discussion.

A concert is a collective experience, but recorded performance videos are typically watched alone, stripping away the shared audience presence that makes concerts feel eventful. We investigate whether persona-based LLM audience agents can recreate aspects of this collective experience by generating real-time fan chat alongside a K-pop performance video. We present a multi-agent system in which ten LLM agents react through live-chat messages, comparing a persona-conditioned audience (each agent assigned a distinct fan identity, bias, and chat style) with a no-persona baseline. In a within-subjects pilot with K-pop fans (N=11), persona conditioning substantially improved model-level chat quality and perceived naturalness, but did not translate into differences in social connectedness, engagement, or affective response. Interviews suggest that online K-pop concert chat may operate as collective monologue rather than interpersonal dialogue, and that meaningful participation depends on shared identification with the specific artist and fandom. Persona conditioning can make LLM audiences appear more natural, but culturally meaningful collective experience may require deeper alignment between persona, crowd behavior, fandom identity, and user expectations.

Translation quality depends on purpose: the same source text demands different translations depending on audience, tone, and communicative intent. Yet MT models and metrics treat translation as a fixed mapping from source to target. LLMs enable users to explicitly specify purpose alongside source text, yet this capability has not been evaluated at scale. We introduce a systematic evaluation of purpose-driven MT across 50 languages, 5 model sizes and 8 text domains. We find that (1) explicit instructions substantially improve translation adaptedness, with larger gains on informal domains (conversation, social media), for larger model sizes and for higher-resource languages; (2) instructions outperform semantically-matched few-shot examples and paragraph-level context; (3) traditional MT metrics fail to capture adaptation quality, often penalizing adapted translations; (4) when curated instructions are unavailable, models can self-generate them from surrounding document context, closing up to 80% of the adaptedness gap to curated instructions. Our results establish that purpose-adapted MT is a viable and measurable capability of LLMs, while highlighting the need for purpose-aware metrics.

EMORSION is an exploratory proof-of-concept study examining how film audio design shapes audience emotion and immersion in acinema setting. Four film scenes were selected across the horror (2) and drama (2) genres, balanced between mainstream and independent productions. For each scene, multiple alternative audio mixes were created by systematically manipulating three core aspects of audio design, frequency (pitch), dynamics (loudness), and directionality (spatial placement). Three audience groups viewed the scenes, with each group exposed to one manipulated mix alongside a control mix for each scene. Audience responses were assessed through a triangulated multimodal framework combining self-reported emotion and immersion via a questionnaire, physiological measures including heart rate monitoring, and video-based motion tracking. The protocol successfully captured measurable, interpretable differences across audio conditions, indicating that even subtle changes in audio design can shape emotional perception and immersion. Unconventional mixes tended to produce greater variability in audience interpretation, while conventional immersive mixes were associated with stronger cross-audience agreement. These findings establish the feasibility of the EMORSION protocol and motivate larger-scale studies to characterise the role of specific audio parameters in shaping audience experience.

This paper provides an empirical implementation of the creative quality metric proposed in Calibrated Surprise (Zou & Xu, 2026a). The question this paper addresses is: does this mathematical claim hold at the engineering level? To make the answer as general as possible, we deliberately choose the strictest engineering conditions: low data cost and a small base model. Training data comes from approximately 100 expert chain-of-thought (CoT) annotations produced by the BC Protocol (Zou & Xu, 2026b). We also identify a data bias: most publicly available alignment datasets are skewed toward craft-related knowledge, while audience modeling and reality-logic coverage are systematically weak. We use the term Creative Quality Alignment (CQA) to describe this class of engineering methods. We also offer a supporting theoretical observation: in an LLM with a single conditional distribution architecture, calibrating the appreciation side automatically transfers to the generation side via architectural duality. This is the structural reason why ~100 CoT examples are sufficient -- not a purely empirical observation like LIMA (Zhou et al., 2023).

This paper presents the Arabic Women and Society Corpus, a ten year collection of 252,487 public Arabic Facebook posts related to women's empowerment and social wellbeing. The corpus was collected from 51,660 pages across 77 countries between 2013 and 2024, resulting in more than 267 million user interactions. Each post includes engagement metrics such as shares, comments, and emotional reactions, providing a unique view of audience sentiment and social attention. The data were processed using an automated pipeline with language identification, normalization, and metadata cleaning to ensure reliability and reproducibility. The corpus enables large scale analysis of gender discourse, social reform, and emotional engagement across Arabic dialects. It supports research in Arabic natural language processing, computational social science, and digital communication studies. The dataset and accompanying documentation will be released under request for research use.

Linguistic cues such as "I believe" and "probably" offer an intuitive interface for communicating confidence, yet a generalisable, principled calibration framework for linguistic confidence expressions remains underexplored. In particular, co-occurring linguistic cues, contextual variation, and subjective audience interpretation pose unique challenges. We therefore model linguistic confidence as a distribution over plausible perceived probability values that a statement is correct, capturing interpretation variability that scalar representations discard. Within this distributional framework, we introduce faithfulness as a complementary evaluation dimension and present Faithfulness Divergence (FD), an information-theoretic metric quantifying the surprise induced in audience beliefs upon truth revelation. Building on these foundations, we present Retrieval-Augmented Linguistic Calibration (RALC), a lightweight post-hoc pipeline that propagates calibrated confidence signals back into natural language via retrieval-augmented rewriting. Across three QA benchmarks and five LLM families, RALC improves in-domain faithfulness and calibration up to 66% and 58%, respectively, outperforming black-box and grey-box calibration baselines.

Political and social identities structure how people evaluate political information, a finding decades deep in political science and routinely discarded by computational tools that often produce single scores that treat a piece of text, an image, or a video as if it means the same thing to everyone. This paper shows that it does not, and that the difference is consequential. To address this problem, I develop the Perspectivist Visual Political Sentiment (PVPS) classifier, which learns from approximately 82,000 evaluations by 5,575 U.S. adults to predict how audiences defined by political and social identities will evaluate the same image. Unlike standard tools that average systematic disagreement away, PVPS preserves it, returning an evaluative profile that records who agrees, who diverges, and along which identity lines. Applied to several influential studies of visual sentiment, PVPS shows that perceived violence in protest imagery and the emotional mechanisms behind protest image engagement both change substantively once audience identity is taken into account. It follows that what a political image conveys is a moving target, and measuring it requires knowing whom it is moving.

Multimodal controversy detection (MCD) identifies controversial content in videos and their associated user comments, to support risk management for social video platforms.Prior research frames MCD as a static representation learning task, where features are directly extracted from videos and their accompanying comments. However, these methods fail to capture the diverse perspectives and evaluations from different audience groups. Inspired by the real-world process of content dissemination among audiences, we propose AuDisAgent, a training-free multi-agent framework that reformulates MCD as a dynamic propagation process.Our framework explicitly models audience dissemination through a structured multi-agent system. First, three specialized Screening Agents (Video Agent, Comment Agent, and Interaction Agent) conduct initial assessments from visual, textual, and cross-modal perspectives, respectively. For samples where the three agents cannot reach a consensus, a Viewing Panel Agent is activated to simulate post-screening discussions among audiences with diverse backgrounds and stances. This mechanism models how different audience groups interpret and react to the same content, uncovering latent controversial content that may emerge during the dissemination process. Finally, an Arbitration Agent renders the final judgment based on the complete reasoning chain from the preceding steps.In addition, to address the "cold-start" scenario where newly released videos have few or no comments, we design a Comment Bootstrapping Strategy that leverages historical public comments from semantically similar videos as the initial comment context. Extensive experiments on a public dataset demonstrate that our framework significantly outperforms existing state-of-the-art (SOTA) methods in both rich-comment and limited-comment scenarios.

Automated semantic annotation of broadcast television content presents distinctive challenges, combining structured audiovisual composition, domain-specific editorial patterns, and strict operational constraints. While multimodal large language models (MLLMs) have demonstrated strong general-purpose video understanding capabilities, their comparative effectiveness across pipeline architectures and input configurations in broadcast-specific settings remains empirically undercharacterized. This paper presents a systematic evaluation of multimodal annotation pipelines applied to broadcast television news in the Italian setting. We construct a domain-specific benchmark of clips labeled across four semantic dimensions: visual environment classification, topic classification, sensitive content detection, and named entity recognition. Two different pipeline architectures are evaluated across nine frontier models, including Gemini 3.0 Pro, LLaMA 4 Maverick, Qwen-VL variants, and Gemma 3, under progressively enriched input strategies combining visual signals, automatic speech recognition, speaker diarization, and metadata. Experimental results demonstrate that gains from video input are strongly model-dependent: larger models effectively leverage temporal continuity, while smaller models show performance degradation under extended multimodal context, likely due to token overload. Beyond benchmarking, the selected pipeline is deployed on 14 full broadcast episodes, with minute-level annotations integrated with normalized audience measurement data provided by an Italian media company. This integration enables correlational analysis of topic-level audience sensitivity and generational engagement divergence, demonstrating the operational viability of the proposed framework for content-based audience analytics.

Subtitles are essential for video accessibility and audience engagement. Modern Automatic Speech Recognition (ASR) systems, built upon Encoder-Decoder neural network architectures and trained on massive amounts of data, have progressively reduced transcription errors on standard benchmark datasets. However, their performance in real-world production environments, particularly for non-English content like long-form Italian videos, remains largely unexplored. This paper presents a case study on developing a professional subtitling system for an Italian media company. To inform our system design, we evaluated four state-of-the-art ASR models (Whisper Large v2, AssemblyAI Universal, Parakeet TDT v3 0.6b, and WhisperX) on a 50-hour dataset of Italian television programs. The study highlights their strengths and limitations, benchmarking their performance against the work of professional human subtitlers. The findings indicate that, while current models cannot meet the media industry's accuracy needs for full autonomy, they can serve as highly effective tools for enhancing human productivity. We conclude that a human-in-the-loop (HITL) approach is crucial and present the production-grade, cloud-based infrastructure we designed to support this workflow.

We introduce Video2Reaction, a multimodal dataset that maps short movie segments to the induced emotional reactions of viewers in the wild, as expressed through social media comments. Video2Reaction captures the natural diversity of emotional responses by aggregating reactions from online comments at scale, modeling labels as distributions over categorical emotions to better reflect the subjective and ambiguous nature of emotional perception. We benchmark two vision-language models (VLMs) finetuned with LoRA, showing that VLMs learn effectively from Video2Reaction and outperform specialized baselines on dominant reaction prediction. We further demonstrate that VLMs pre-finetuned on Video2Reaction transfer effectively to VCE, another induced emotion dataset with a different taxonomy and video domain. Notably, LLaVA-NeXT-Video-7B pre-finetuned on Video2Reaction and adapted on only 1% of VCE training data achieves a top-3 accuracy of 0.682, on par with the best reported VCE performance trained on the full dataset. The dataset is available at https://huggingface.co/datasets/infofusionlab/Video2Reaction