Social Media Analysis

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The field examines how people communicate and organize online, using text, images, video, user activity, and interaction networks. Common approaches include sentiment and stance classification, topic modeling, graph analysis, multimodal machine learning, and large language models. Researchers apply these methods to questions such as misinformation spread, political polarization, mental health, moderation, and audience engagement across platforms and events. A central challenge is ensuring that labels and models capture context, language, and platform differences well enough to support reliable conclusions about people and society.

Latest papers

222 papers30 papers in the last four weeks, up 36% on the four weeks before. 0.2% of all new papers.

May 4, 2026

Predicting Post Virality with Temporal Cross-Attention over Trend Signals

Current models for predicting social media virality rely heavily on static textual and structural features, effectively ignoring the highly dynamic nature of trend signals. We study whether real-world attention signals can improve the prediction of social-media virality beyond what post text alone reveals. We introduce ViralityNet, an architecture that predicts Reddit post virality by fusing internal platform representations with exogenous temporal signals derived from Wikipedia pageview spikes. We frame virality as a binary classification task that accounts for differences in subreddit scale, labeling posts as viral if they exceed the 90th percentile of per-subreddit engagement and a minimum absolute score threshold. ViralityNet combines four post-level streams: title embeddings, body embeddings, structural metadata, and learned subreddit embeddings with a cross-attention block that queries a daily sliding-window trends matrix encoding the top-512 Wikipedia spike terms from the preceding seven days. Empirical results suggest that incorporating external attention signals yields consistent gains, outperforming text-only baselines by +0.015 AUC-PR and achieving an overall AUC-ROC of 0.836. Overall, we provide evidence that incorporating external attention signals yields measurable improvements over text-only baselines, highlighting the importance of real-world dynamics in shaping online virality.

Sarvagya Somvanshi, Mohan Xu, Rakhi Chadalavada +1

Social Media Analysis

May 1, 2026

Psychologically Potent, Computationally Invisible: LLMs Generate Social-Comparison-Eliciting Posts They Fail to Detect

We introduce Xiaohongshu Social Comparison Reader Elicitation (XHS-SCoRE), a reader-grounded benchmark for detecting whether text-only Xiaohongshu (RedNote) posts elicit Upward, Downward, or Neutral/no clear social comparison from a first-person reader perspective. The task targets a socially meaningful relational, behaviorally real signal not reducible to sentiment. Across prompted LLM classifiers and supervised Chinese encoders, we find a consistent generation--detection mismatch: the signal is textually learnable in-domain, but not robustly accessible to prompt-based classification. Prompted LLM classifiers show stable failures, especially neutralization of comparison-eliciting posts and model-specific directional skew. A controlled pilot shows that LLM-generated Xiaohongshu-style posts can shift perceived standing and comparison-related affect even when prompt-based detection of the same construct remains fragile. XHS-SCoRE contributes a benchmark for reader-grounded comparison detection and a diagnostic framework for studying when socially meaningful relational cues remain only partially visible to prompt-based inference.

Hua Zhao, Jiapei Gu, Michelle Mingyue Gu

Department of English Language Education, The Education University of Hong Kong · Analytics/Assessment Research Centre, The Education University of Hong Kong

Social Media Analysis LLM Evaluation Text Classification

May 1, 2026

Directed Social Regard: Surfacing Targeted Advocacy, Opposition, Aid, Harms, and Victimization in Online Media

The language in online platforms, influence operations, and political rhetoric frequently directs a mix of pro-social sentiment (e.g., advocacy, helpfulness, compassion) and anti-social sentiment (e.g., threats, opposition, blame) at different topics, all in the same message. While many natural language processing (NLP) tools classify or score a text's overall sentiment as positive, neutral, or negative, these tools cannot report that positive and negative sentiments coexist, and they cannot report the target of those sentiments. This paper presents the Directed Social Regard (DSR) approach to multi-dimensional, multi-valence sentiment analysis, comprised of a pair of transformer-based models that (1) detects span-level targets of sentiment in a message and then (2) scores all spans within the message context along three (-1, 1) axes of regard that are motivated by social science theories of moral disengagement and moral framing. We present a data collection and annotation strategy for DSR dataset construction, a transformer-based architecture for span-level scoring, and a validation study with promising results. We apply the validated DSR model on six third-party datasets of online media and report meaningful correlations between DSR outputs and the labels and topics in these pre-existing social science datasets.

Scott Friedman, Ruta Wheelock, Sonja Schmer-Galunder +6

SIFT, 319 N 1st Ave, Minneapolis, 55401, MN, USA. · Department of Computer & Information Science & Engineering, University of Florida, 432 Newell Drive, Gainesville, 32611, FL, USA. · Center for Information Systems & Technology, Claremont Graduate University, 150 E 10th St., Claremont, 91711, CA, USA. +1

Social Media Analysis Sentiment Analysis Computational Social Science

May 1, 2026

ControBench: An Interaction-Aware Benchmark for Controversial Discourse Analysis on Social Networks

Understanding how people argue across ideological divides online is important for studying political polarization, misinformation, and content moderation. Existing datasets capture only part of this problem: some preserve text but ignore interaction structure, some model structure without rich semantics, and others represent conversations without stable user-level ideological identity. We introduce ControBench, a benchmark for controversial discourse analysis that combines heterogeneous social interaction graphs with rich textual semantics. Built from Reddit discussions on three topics, Trump, abortion, and religion, ControBench contains 7,370 users, 1,783 posts, and 26,525 interactions. The graph contains user and post nodes connected by semantically enriched edges; in particular, user-comment-user edges encode both a reply and the parent comment that it responds to, preserving local argumentative context. User labels are derived from self-declared Reddit flairs, providing a scalable proxy for ideological identity without manual annotation. The resulting datasets exhibit low or negative adjusted homophily (Trump: -0.77, Abortion: 0.06, Religion: 0.04), reflecting the cross-cutting structure of real-world debate. We evaluate graph neural networks, pretrained language models, and large language models on ControBench and observe distinct performance patterns across topics and model families, especially when ideological boundaries are ambiguous. These results position ControBench as a challenging and realistic benchmark for controversial discourse analysis.

Ta Thanh Thuy, Jiaqi Zhu, Xuan Liu +6

Nanyang Technological University · NVIDIA · Nanjing University +3

Social Media Analysis Heterogeneous GNNs Political Discourse Analysis Text Classification

May 1, 2026

From Static Analysis to Audience Dissemination: A Training-Free Multimodal Controversy Detection Multi-Agent Framework

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.

Zihan Ding, Ziyuan Yang, Yi Zhang

Sichuan University, Chengdu, Sichuan, China · Nanyang Technological University, Singapore

Social Media Analysis Multimodal Classification Multimodal Agents

Apr 30, 2026

When Jokes Cross the Line: Analyzing Regular Humor and Dark Humor in YouTube Shorts

Video platforms such as YouTube have reshaped how users engage with entertainment and information, emphasizing brief, highly engaging content such as Shorts. Within this ecosystem, certain content occupies a gray area where it remains allowed but may still have unintended negative effects on some audiences. To study this problem, we introduce TwistedHumor, a dataset of 1,211 YouTube Shorts paired with 33,041 related comments, with hand annotations for humor presence, humor type, harm, topic, rhetorical devices, and stand up context. Beyond dataset creation, we present a multi view analysis of how humor and harm appear in short form social media. Using LLooM based concept induction over video descriptions, we find that dark humor frequently clusters around themes of critique, coping, awkwardness, and identity expression rather than appearing as a single uniform category. We further analyze audience response through linked comments and show that regular humor is associated with more positive sentiment, while dark humor receives more mixed, neutral, and sometimes more toxic reactions. Finally, we evaluate large language models against human annotations and find that they perform better on stand up comedy compared to shorter jokes. Together, these results position TwistedHumor not only as a new benchmark, but as an empirical study of the gray area between humor and harm in short form video, highlighting the need for context aware moderation and more robust multimodal evaluation.

Sydney Johns, Sanjeev Parthasarathy, Shantnu Bhalla +1

Virginia Polytechnic Institute and State University, Alexandria, Virginia, USA

Social Media Analysis

Apr 30, 2026

ClimateVID -- Social Media Videos Analysis and Challenges Involved

The pervasive growth of digital content, specifically short videos on social media platforms, has significantly altered how topics are discussed and understood in public discourse. In this work, we advance automated visual theme detection by assessing zero-shot and clustering capabilities on social media data. (1) We evaluated the capabilities of notable VLMs such as VideoChatGPT, PandaGPT, and VideoLLava using zero-shot image classification and compared their performance to the baseline provided by frame-wise CLIP image classification. (2) By treating clustering as a minimum cost multicut problem, we aim to uncover insightful patterns in an unsupervised manner. For both analysis strategies, we provide extensive evaluations and practical guidance to practitioners. While VLMs are currently not able to detect climate change specific classes, the clustering results are distinct visual frames. %Given that VLMs are not currently capable to grasp the climate change discourse, we focus the clustering evaluation of image embedding models. We find that both ConvNeXt V2 and DINOv2 produce meaningful clusters, with DINOv2 focusing more on style differences and abstract categories, while ConvNeXt V2 clusters differ in more fine-grained ways. Code available at https://github.com/KathPra/ClimateVID.git.

Shiqi Xu, Moritz Burmester, Katharina Prasse +3

University of Mannheim · Technical University of Munich · University of Mannheim, Max-Planck-Institute for Informatics, Saarland Informatics Campus

VLM Evaluation Social Media Analysis Clustering Zero-Shot Image Classification

Apr 30, 2026

Emotion-Aware Clickbait Attack in Social Media

Clickbait is characterized by disproportionately high emotional intensity relative to informational content, often reinforced by specific structural patterns. However, current research considers clickbait as a static textual phenomenon characterized by linguistic patterns and structural cues. Additionally, existing detection systems primarily rely on surface-level features of clickbait. This paper introduces an emotion-aware clickbait generation attack, where stylistic transformations are used to optimize emotional impact. We propose an emotion-aware framework based on the Valence-Arousal-Dominance (VAD) space to model the emotional dynamics underlying clickbait generation for optimal user engagement. To simulate realistic attack scenarios, we align clickbait headlines with semantically similar social media posts using Sentence-BERT and generate multiple stylistic rewrites via Large Language Models (LLMs). Building on this, we define a Curiosity Gap (CG) function that computes clickbait's headline variation to the current post to quantify how emotional activation will contribute to user curiosity and evade the existing system found on social media. Experimental results demonstrate that emotion-aware stylization significantly degrades the performance of state-of-the-art classifiers, leading to misclassification rates of up to 2.58% to 30.63% on the base system.

Syed Mhamudul Hasan, Mohd. Farhan Israk Soumik, Abdur R. Shahid

Southern Illinois University Carbondale, IL, USA

Social Media Analysis Adversarial Text Attacks

Apr 29, 2026

Classification of Public Opinion on the Free Nutritional Meal Program on YouTube Media Using the LSTM Method

Public opinion towards the Free Nutritious Meal Program (MBG) on YouTube social media reflects diverse community responses. This study applies the Long Short-Term Memory (LSTM) method to classify sentiments from 7,733 YouTube comments. The results show that the LSTM model achieves 89% accuracy, with strong performance on negative sentiment (F1-score 0.94) but weaker performance on positive sentiment (F1-score 0.55) due to class imbalance, as negative data account for 87.7% of the dataset. These findings confirm the effectiveness of LSTM for sentiment analysis of Indonesian text while highlighting the challenge of imbalanced data. This research contributes to social media-based public policy evaluation

Berliana Enda Putri, Lisa Diani Amelia, Muhammad Zaky Zaiddan +3

Department of Data Science Institut Teknologi Sumatera Lampung Selatan, 35365, Indonesia · Department of Informatics Institut Teknologi Sumatera Lampung Selatan, 35365, Indonesia

Social Media Analysis Sentiment Analysis

Apr 29, 2026

OmniTrend: Content-Context Modeling for Scalable Social Popularity Prediction

Predicting social media popularity requires understanding both the intrinsic appeal of content and the external context that determines how it is exposed to users. Existing methods focus on content signals but do not separate them from exposure-related patterns, which causes the learned representations to absorb platform-specific visibility effects and weakens both interpretability and cross-platform transfer. This paper introduces OmniTrend, a unified framework that models popularity as the joint outcome of content attractiveness and contextual exposure. The content module learns cross-modal representations from visual, audio, and textual cues to quantify intrinsic appeal, while the context module estimates exposure from exogenous signals such as posting time, author activity, topical trends, and retrieval-based neighborhood statistics. OmniTrend learns separate predictors for content attractiveness and contextual exposure and integrates them in the final popularity estimate, which makes the role of each factor explicit and supports robust transfer across image and video platforms.

Liliang Ye, Guiyi Zeng, Yunyao Zhang +3

Huazhong University of Science and Technology · Wuhan, China · La Trobe University +1

Social Media Analysis

Apr 28, 2026

HotComment: A Benchmark for Evaluating Popularity of Online Comments

Online comments play a crucial role in shaping public sentiment and opinion dynamics on social media. However, evaluating their popularity remains challenging, not only because it depends on linguistic quality, originality, and emotional resonance, but also because stylistic preferences vary widely across platforms and user groups, causing the same comment to resonate differently in different communities. In this work, we present HotComment, a multimodal benchmark integrating video and text modalities that comprehensively quantifies popularity from three enhanced aspects: (1) Content Quality, which evaluates semantic similarity with ground-truth human comments and extends quality assessment through four interpretable dimensions; (2) Popularity Prediction, based on trends from models trained on real-world interaction data; and (3) User Behavior Simulation, which models the distribution of platform users and approximates engagement scores through an agent-based framework. Furthermore, we propose StyleCmt, inspired by social ripple effects, where multiple stylistic dimensions align to amplify socially resonant expressions and suppress incongruent ones.

Yafeng Wu, Yunyao Zhang, Liliang Ye +4

Huazhong University of Science and Technology Wuhan, China · Beijing Institute of Computer Technology and Applications Beijing, China

Social Media Analysis Multimodal Model Evaluation

Apr 28, 2026

Benchmarking PyCaret AutoML Against IndoBERT Fine-Tuning for Sentiment Analysis on Indonesian IKN Twitter Data

This paper benchmarks a classical machine learning approach based on PyCaret AutoML against a deep learning approach based on IndoBERT fine-tuning for binary sentiment analysis of Indonesian-language Twitter comments related to Ibu Kota Nusantara (IKN). The dataset contains 1,472 manually labeled samples, consisting of 780 negative and 692 positive comments. In the machine learning setting, Logistic Regression, Naive Bayes, and Support Vector Machine were evaluated using 10-fold cross-validation, with Logistic Regression achieving the best performance among the classical models at 77.57% accuracy and 77.17% F1-score. In the deep learning setting, the indobenchmark/indobert-base-p1 model was fine-tuned for five epochs and achieved 89.59% test accuracy and 89.37% F1-score. The results show that IndoBERT substantially outperforms the machine learning baselines, highlighting the effectiveness of Transformer-based contextual representations for informal Indonesian social media text.

Mutia Alfi Mayzaroh, Dwi Fitria Ningsih, Nindi Destriani +1

Institut Teknologi Sumatera Lampung Selatan, Indonesia

Social Media Analysis LLM Fine-Tuning Sentiment Analysis Binary Classification

Apr 27, 2026

Uncovering Latent Patterns in Social Media Usage and Mental Health: A Clustering-Based Approach Using Unsupervised Machine Learning

The widespread adoption of social media has heightened interest in its psychological effects, particularly on mental health indicators such as anxiety, depression, loneliness, and sleep quality, as these platforms increasingly influence social interactions and well-being. Although previous research has examined correlations between social media use and mental health, few studies have utilized unsupervised machine learning to segment users based on behavioral and psychological patterns, leaving a gap in identifying distinct risk profiles across diverse groups. This study seeks to address this by segmenting individuals according to their social media usage and psychological well-being, employing clustering to reveal hidden patterns and evaluate their mental health implications. Data from 551 participants, collected via an online survey, were preprocessed using KNN imputation for missing values, one-hot encoding for categorical variables like Gender with 5 unique values, and outlier detection via IQR and Z-score methods. K-Means clustering, optimized at 6 clusters using the Elbow Method and a Silhouette Score of 0.32, was applied, with PCA reducing 22 dimensions for visualization and a correlation heatmap highlighting relationships, such as a 0.28 correlation between social media hours and anxiety.

Md All Shahria, Sanjeda Dewan Mithila, Touhid Alam +2

Dept. of Computer Science, American International University-Bangladesh, Dhaka, Bangladesh · Dept. of Computer Science, Missouri State University, Springfield, Missouri, USA · Dept. of Mathematics, American International University-Bangladesh, Dhaka, Bangladesh

Social Media Analysis

Apr 26, 2026

K-SENSE: A Knowledge-Guided Self-Augmented Encoder for Neuro-Semantic Evaluation of Mental Health Conditions on Social Media

Early detection of mental health conditions, particularly stress and depression, from social media text remains a challenging open problem in computational psychiatry and natural language processing. Automated systems must contend with figurative language, implicit emotional expression, and the high noise inherent in user-generated content. Existing approaches either leverage external commonsense knowledge to model mental states explicitly, or apply self-augmentation and contrastive training to improve generalization, but seldom do both in a principled, unified framework. We propose K-SENSE (Knowledge-guided Self-augmented Encoder for Neuro-Semantic Evaluation of Mental Health), a framework that jointly exploits external psychological reasoning and internal representation robustness. K-SENSE adopts a three-stage encoding pipeline: (1) inferential commonsense knowledge is extracted from the COMET model across five mental state dimensions; (2) a semantic anchor is constructed by combining hidden representations from two parallel encoding streams, projected into a shared space before fusion; and (3) a supervised contrastive learning objective aligns same-class representations while encouraging the attention mechanism to suppress irrelevant knowledge noise. We evaluate K-SENSE on Dreaddit (stress detection) and Depression_Mixed (depression detection), achieving mean F1-scores of 86.1 (0.6%) and 94.3 (0.8%), respectively, over five independent runs. These represent improvements of approximately 2.6 and 1.5 percentage points over the strongest prior baselines. Ablation experiments confirm the contribution of each architectural component, including the temporal knowledge integration strategy and the choice to keep the knowledge encoder frozen during fine-tuning.

Vijay Yadav

School of Psychology, University of New South Wales Sydney, Australia

Social Media Analysis Knowledge Augmentation for Language Models Depression Detection Mental Health

Apr 24, 2026

Dharma, Data and Deception: An LLM-Powered Rhetorical Analysis of Cow-Urine Health Claims on YouTube

Health misinformation remains one of the most pressing challenges on social media, particularly when cultural traditions intersect with scientific-sounding claims. These dynamics are not only global but also deeply local, manifesting in culturally specific controversies that require careful analysis. Motivated by this, we examine 100 YouTube transcripts that promote or debunk cow urine (gomutra) as a health remedy, focusing on rhetorical strategies such as appeals to authority, efficacy appeals, and conspiracy framing. We employ large language models (LLMs) including GPT-4, GPT-4o, GPT-4.1, GPT-5, Gemini 2.5 Pro, and Mistral Medium 3 to annotate transcripts using a 14-category taxonomy of persuasive tactics. Our analysis reveals that promoters predominantly rely on efficacy appeals and social proof, while debunkers emphasize authority and rebuttal. Human evaluation of a subset of annotations yielded 90.1% inter-annotator agreement, confirming the reliability of our taxonomy and validation process. This work advances computational methods for misinformation analysis and demonstrates how LLMs can support large-scale studies of cultural discourse online.

Sheza Munir, Ratna Kandala, Anamta Khan +2

University of Michigan · University of Kansas · 3IIT Jodhpur

Social Media Analysis

Apr 23, 2026

From Codebooks to VLMs: Evaluating Automated Visual Discourse Analysis for Climate Change on Social Media

Social media platforms have become primary arenas for climate communication, generating millions of images and posts that - if systematically analysed - can reveal which communication strategies mobilise public concern and which fall flat. We aim to facilitate such research by analysing how computer vision methods can be used for social media discourse analysis. This analysis includes application-based taxonomy design, model selection, prompt engineering, and validation. We benchmark six promptable vision-language models and 15 zero-shot CLIP-like models on two datasets from X (formerly Twitter) - a 1,038-image expert-annotated set and a larger corpus of over 1.2 million images, with 50,000 labels manually validated - spanning five annotation dimensions: animal content, climate change consequences, climate action, image setting, and image type. Among the models benchmarked, Gemini-3.1-flash-lite outperforms all others across all super-categories and both datasets, while the gap to open-weight models of moderate size remains relatively small. Beyond instance-level metrics, we advocate for distributional evaluation: VLM predictions can reliably recover population level trends even when per-image accuracy is moderate, making them a viable starting point for discourse analysis at scale. We find that chain-of-thought reasoning reduces rather than improves performance, and that annotation dimension specific prompt design improves performance. We release tweet IDs and labels along with our code at https://github.com/KathPra/Codebooks2VLMs.git.

Katharina Prasse, Steffen Jung, Isaac Bravo +4

Chair of Machine Learning, University of Mannheim Mannheim, BW 68131, Germany · Department of Governance, Technical University Munich München, BA 80333, Germany · Clausthal University of Technology Clausthal-Zellerfeld, NI 38678, Germany +1

VLM Evaluation Social Media Analysis Prompt Engineering

Apr 22, 2026

CHASM: Unveiling Covert Advertisements on Chinese Social Media

Current benchmarks for evaluating large language models (LLMs) in social media moderation completely overlook a serious threat: covert advertisements, which disguise themselves as regular posts to deceive and mislead consumers into making purchases, leading to significant ethical and legal concerns. In this paper, we present the CHASM, a first-of-its-kind dataset designed to evaluate the capability of Multimodal Large Language Models (MLLMs) in detecting covert advertisements on social media. CHASM is a high-quality, anonymized, manually curated dataset consisting of 4,992 instances, based on real-world scenarios from the Chinese social media platform Rednote. The dataset was collected and annotated under strict privacy protection and quality control protocols. It includes many product experience sharing posts that closely resemble covert advertisements, making the dataset particularly challenging.The results show that under both zero-shot and in-context learning settings, none of the current MLLMs are sufficiently reliable for detecting covert advertisements.Our further experiments revealed that fine-tuning open-source MLLMs on our dataset yielded noticeable performance gains. However, significant challenges persist, such as detecting subtle cues in comments and differences in visual and textual structures.We provide in-depth error analysis and outline future research directions. We hope our study can serve as a call for the research community and platform moderators to develop more precise defenses against this emerging threat.

Jingyi Zheng, Tianyi Hu, Yule Liu +5

Hong Kong University of Science and Technology (Guangzhou) · Aarhus Univeristy

Social Media Analysis Online Advertising Multimodal Model Evaluation

Apr 22, 2026

Seeing Further and Wider: Joint Spatio-Temporal Enlargement for Micro-Video Popularity Prediction

Micro-video popularity prediction (MVPP) aims to forecast the future popularity of videos on online media, which is essential for applications such as content recommendation and traffic allocation. In real-world scenarios, it is critical for MVPP approaches to understand both the temporal dynamics of a given video (temporal) and its historical relevance to other videos (spatial). However, existing approaches sufer from limitations in both dimensions: temporally, they rely on sparse short-range sampling that restricts content perception; spatially, they depend on flat retrieval memory with limited capacity and low efficiency, hindering scalable knowledge utilization. To overcome these limitations, we propose a unified framework that achieves joint spatio-temporal enlargement, enabling precise perception of extremely long video sequences while supporting a scalable memory bank that can infinitely expand to incorporate all relevant historical videos. Technically, we employ a Temporal Enlargement driven by a frame scoring module that extracts highlight cues from video frames through two complementary pathways: sparse sampling and dense perception. Their outputs are adaptively fused to enable robust long-sequence content understanding. For Spatial Enlargement, we construct a Topology-Aware Memory Bank that hierarchically clusters historically relevant content based on topological relationships. Instead of directly expanding memory capacity, we update the encoder features of the corresponding clusters when incorporating new videos, enabling unbounded historical association without unbounded storage growth. Extensive experiments on three widely used MVPP benchmarks demonstrate that our method consistently outperforms 11 strong baselines across mainstream metrics, achieving robust improvements in both prediction accuracy and ranking consistency.

Dali Wang, Yunyao Zhang, Junqing Yu +3

Huazhong University of Science and Technology Wuhan, China · La Trobe University Melbourne, Australia · Beijing Institute of Computer Technology and Applications Beijing, China

Social Media Analysis Memory-Augmented Neural Networks Temporal Video Understanding

Apr 21, 2026

A Computational Model of Message Sensation Value in Short Video Multimodal Features that Predicts Sensory and Behavioral Engagement

The contemporary media landscape is characterized by sensational short videos. While prior research examines the effects of individual multimodal features, the collective impact of multimodal features on viewer engagement with short videos remains unknown. Grounded in the theoretical framework of Message Sensation Value (MSV), this study develops and tests a computational model of MSV with multimodal feature analysis and human evaluation of 1,200 short videos. This model that predicts sensory and behavioral engagement was further validated across two unseen datasets from three short video platforms (combined N = 14,492). While MSV is positively associated with sensory engagement, it shows an inverted U-shaped relationship with behavioral engagement: Higher MSV elicits stronger sensory stimulation, but moderate MSV optimizes behavioral engagement. This research advances the theoretical understanding of short video engagement and introduces a robust computational tool for short video research.

Haoning Xue, Jingwen Zhang, Xiaohui Wang +2

Department of Communication, University of Utah · Department of Communication, University of California, Davis · Department of Media and Communication, City University of Hong Kong +1

Social Media Analysis

Apr 21, 2026

Depression Risk Assessment in Social Media via Large Language Models

Depression is one of the most prevalent and debilitating mental health conditions worldwide, frequently underdiagnosed and undertreated. The proliferation of social media platforms provides a rich source of naturalistic linguistic signals for the automated monitoring of psychological well-being. In this work, we propose a system based on Large Language Models (LLMs) for depression risk assessment in Reddit posts, through multi-label classification of eight depression-associated emotions and the computation of a weighted severity index. The method is evaluated in a zero-shot setting on the annotated DepressionEmo dataset (~6,000 posts) and applied in-the-wild to 469,692 comments collected from four subreddits over the period 2024-2025. Our best model, gemma3:27b, achieves micro-F1 = 0.75 and macro-F1 = 0.70, results competitive with purpose-built fine-tuned models (BART: micro-F1 = 0.80, macro-F1 = 0.76). The in-the-wild analysis reveals consistent and temporally stable risk profiles across communities, with marked differences between r/depression and r/anxiety. Our findings demonstrate the feasibility of a cost-effective, scalable approach for large-scale psychological monitoring.

Giorgia Gulino, Manuel Petrucci

1Guglielmo Marconi University, Department of Human Sciences, Rome, Italy

Social Media Analysis Depression Detection Mental Health

Apr 21, 2026

Seeing Candidates at Scale: Multimodal LLMs for Visual Political Communication on Instagram

This paper presents a computational case study that evaluates the capabilities of specialized machine learning models and emerging multimodal large language models for Visual Political Communication (VPC) analysis. Focusing on concentrated visibility in Instagram stories and posts during the 2021 German federal election campaign, we compare the performance of traditional computer vision models (FaceNet512, RetinaFace, Google Cloud Vision) with a multimodal large language model (GPT-4o) in identifying front-runner politicians and counting individuals in images. GPT-4o outperformed the other models, achieving a macro F1-score of 0.89 for face recognition and 0.86 for person counting in stories. These findings demonstrate the potential of advanced AI systems to scale and refine visual content analysis in political communication while highlighting methodological considerations for future research.

Michael Achmann-Denkler, Mario Haim, Christian Wolff

Media Informatics Group University of Regensburg Regensburg, Germany · Department of Media and Communication Ludwig-Maximilians-Universität Munich, Germany

VLM Evaluation Social Media Analysis Face Recognition

Apr 21, 2026

Assessing Capabilities of Large Language Models in Social Media Analytics: A Multi-task Quest

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.

Ramtin Davoudi, Kartik Thakkar, Nazanin Donyapour +2

Utah State University · Independent Researcher · Vanderbilt University

Social Media Analysis LLM Evaluation Authorship Attribution User Modeling Text Generation

Apr 19, 2026

Community-Specific Slang and Entity Detection via Semantic Shift in Fine-Tuned Language Models

We propose an unsupervised method of resolving slang, unique entities, and folklore from online communities by isolating words in the lexicon that have the highest magnitude of semantic shift. Semantic shift is defined as the evolution of a word's encoded representation as a result of fine-tuning a pretrained Large Language Model (LLM) on a community-specific text corpus. This value is inversely proportional to the cosine similarity between the base model's encoded representation of a word, and a fine-tuned model's encoded representation. We fine-tune the DistilRoBERTa model on text corpora collected from 3 Reddit subreddits (r/Technology, r/Gaming, r/WorldofWarcraft), model a distribution of cosine similarity over the lexicon, and show that one can successfully resolve words that have unique significance to the community by pulling data in the bottom 10-percentile. In contrast, we show that data in the top 10-percentile consist of words that carry relatively universal semantics.

Julia Kruk, Sanchita Porwal, Amitrajit Bhattacharjee +1

Georgia Institute of Technology College of Computing Atlanta, GA, USA

Social Media Analysis Word Embeddings Semantic Change Detection

Apr 18, 2026

Spectral Analysis of Fake News Propagation

The propagation structure of fake news has been shown to be an important cue for detecting it; yet, existing propagation-based fake news detection methods have mainly relied on ad hoc topological features, and a unified view of cascade patterns is still lacking. To address this, we study news propagation from a spectral view by connecting graph spectra to propagation-related structural properties through rigorous spectral bounds. In particular, we introduce several new bounds and integrate them with existing ones into a unified spectral representation of information propagation. We then use these spectral bounds for downstream classification and design a discrete structural optimization framework to interpret learned propagation patterns. For efficient optimization, we rely on a first-order perturbation approximation and consider both score-guided and bound-guided objectives. Experiments on real-world data reveal meaningful spectral differences between fake and real news, competitive classification performance from spectral bounds, and interpretable evolution trajectories from structural optimization. The findings demonstrate the value of spectral analysis for understanding and modeling news propagation.

Weibin Cai, Reza Zafarani

Data Lab, Department of EECS, Syracuse University, New York, USA.

Social Media Analysis Fake News Detection Spectral Methods

Apr 18, 2026

Mapping Election Toxicity on Social Media across Issue, Ideology, and Psychosocial Dimensions

Online political hostility is pervasive, yet it remains unclear how toxicity varies across campaign issues and political ideology, and what psychosocial signals and framing accompany toxic expression online. In this work, we present a large-scale analysis of discourse on X (Twitter) during the five weeks surrounding the 2024 U.S. presidential election. We categorize posts into 10 major campaign issues, estimate the ideology of posts using a human-in-the-loop LLM-assisted annotation process, detect harmful content with an LLM-based toxicity detection model, and then examine the psychological drivers of toxic content. We use these annotated data to examine how harmful content varies across campaign issues and ideologies, as well as how emotional tone and moral framing shape toxicity in election discussions. Our results show issue heterogeneity in both the prevalence and intensity of toxicity. Identity-related issues displayed the highest toxicity intensity. As for specific harm categories, harassment was most prevalent and intense across most of the issues, while hate concentrated in identity-centered debates. Partisan posts contained more harmful content than neutral posts, and ideological asymmetries in toxicity varied by issue. In terms of psycholinguistic dimensions, we found that toxic discourse is dominated by high-arousal negative emotions. Left- and right-leaning posts often exhibit similar emotional profiles within the same issue domain, suggesting emotional mirroring. Partisan groups frequently rely on overlapping moral foundations, while issue context strongly shapes which moral foundations become most salient. These findings provide a fine-grained account of toxic political discourse on social media and highlight that online political toxicity is highly context-dependent, underscoring the need for issue-sensitive approaches to measuring and mitigating it.

Lei Cao, Wen Zeng, Xinyue Wu +2

University of Southern California

Social Media Analysis Political Discourse Analysis Computational Social Science

Apr 17, 2026

IYKYK (But AI Doesn't): Automated Content Moderation Does Not Capture Communities' Heterogeneous Attitudes Towards Reclaimed Language

Reclaimed slur usage is a common and meaningful practice online for many marginalized communities. It serves as a source of solidarity, identity, and shared experience. However, contemporary automated and AI-based moderation tools for online content largely fail to distinguish between reclaimed and hateful uses of slurs, resulting in the suppression of marginalized voices. In this work, we use quantitative and qualitative methods to examine the attitudes of social media users in LGBTQIA+, Black, and women communities around reclaimed slurs targeting our focus groups including the f-word, n-word, and b-word. With social media users from these communities, we collect and analyze an annotated online slur usage corpus. The corpus includes annotators' perceptions of whether an online text containing a slur should be flagged as hate speech, as well as contextual features of the slur usage. Across all communities and annotation questions, we observe low inter-annotator agreement, indicating substantial disagreement among in-group annotators. This is compounded by the fact that, absent clear contextual signals of identity and intent, even in-group members may disagree on how to interpret reclaimed slur usage online. Semi-structured interviews with annotators suggest that differences in lived experience and personal history contribute to this variation as well. We find poor alignment between annotator judgments and automated hate speech assessments produced by Perspective API. We further observe that certain features of a text such as whether the slur usage was derogatory and if the slur was targeted at oneself are more associated with whether annotators report the text as hate speech. Together, these findings highlight the inherent subjectivity and contextual nature of how marginalized communities interpret slurs online.

Christina Chance, Rebecca Pattichis, Arjun Subramonian +4

University of California Los Angeles, USA · Independent Researcher, USA

Social Media Analysis Annotator Disagreement Hate Speech Detection Content Moderation

Apr 16, 2026

The Moltbook Observatory Archive: an incremental dataset of agent-only social network activity

Moltbook is a social media platform in which posts and comments are authored exclusively by autonomous AI agents. We present the Moltbook Observatory Archive, an incremental dataset that passively records agent profiles, posts, comments, community metadata (``submolts''), platform-level time-series snapshots, and word-frequency trend aggregates obtained by continuously polling the Moltbook API. Data are stored in a live SQLite observatory database and exported as date-partitioned Parquet files to enable efficient analysis and reproducible research. The documented release covers 78~~days of platform activity (2026-01-27 to 2026-04-14) and contains 2,615,098~~posts and 1,213,007~~comments from 175,886~~unique posting agents across 6,730~communities. This is, to our knowledge, the first large-scale observational dataset of a social network populated exclusively by autonomous AI agents. The archive is intended to support research on multi-agent communication, emergent social behavior, and safety-relevant phenomena in agent-only online environments, and it is released under the MIT license with code for collection and export.

Sushant Gautam, Annika W. Olstad, Klas H. Pettersen +1

Simula Metropolitan Center for Digital Engineering (SimulaMet), Oslo, Norway · Oslo Metropolitan University, Oslo, Norway · Simula Research Laboratory, Oslo, Norway

Social Media Analysis Multi-Agent Systems Multi-Agent Communication

Apr 14, 2026

The Enforcement and Feasibility of Hate Speech Moderation

Online hate speech is associated with harms ranging from deteriorating mental health to violence, yet how consistently platforms moderate hate, and whether enforcement is feasible at scale, remain poorly understood. We audit hate speech moderation on Twitter (now X) using 540,000 tweets annotated by trained native speakers, representative of a full day on the platform. Five months after posting, 80% of hateful tweets, including violent ones, remained online. Removal was only marginally more likely than for non-hateful tweets, far below scams or adult content, and insensitive to severity and reach. Automated detection could not reliably classify hate but ranked it highly, enabling human triage. Simulating this workflow, current staffing curbed little exposure, yet substantial reductions proved financially feasible, far below applicable regulatory fines. Persistent hate reflects resource allocation, not technical limits.

Manuel Tonneau, Dylan Thurgood, Diyi Liu +7

University of Oxford · University of Copenhagen · 2World Bank Group +2

Social Media Analysis Hate Speech Detection Content Moderation

Apr 13, 2026

Linguistic Uncertainty and Reply Engagement on X: A Cross-Domain Replication of the Uncertainty-Reply Asymmetry

Linguistic uncertainty is common in social media, but its relationship with engagement remains unclear across languages and topics. Using 2,258 English-language posts on Federal Reserve policy, inflation, and electoral politics collected over three days in April 2026, we test whether the Uncertainty-Reply Asymmetry observed in prior Arabic-language research replicates in a broader context. Posts are classified using a lexicon-based uncertainty framework, with approximately one-third identified as uncertain. Uncertain posts receive 82% more replies on average than certain posts, with smaller increases in reposts and likes, replicating the asymmetric engagement pattern observed in prior work. Regression results confirm a positive and statistically significant association between uncertainty and replies (\b{eta} = 0.126, p = 0.011), equivalent to ~13% higher expected reply engagement, while total engagement shows a positive but weaker association. These findings suggest that linguistic uncertainty systematically increases conversational engagement and may reflect a general interactional mechanism across languages and domains.

Mohamed Soufan

Independent Researcher & Data Scientist, Antalya, Turkey

Social Media Analysis

Apr 13, 2026

BITS Pilani at SemEval-2026 Task 9: Structured Supervised Fine-Tuning with DPO Refinement for Polarization Detection

The POLAR SemEval-2026 Shared Task aims to detect online polarization and focuses on the classification and identification of multilingual, multicultural, and multi-event polarization. Accurate computational detection of online polarization is challenging due to nuanced rhetoric, implicit framing, and the high cost of human-in-the-loop annotation. Building on recent findings that contextual prompting enables large language models to function as strong polarization detectors, we present a two-stage approach for detecting polarization in social media text that combines structured supervised fine tuning with Direct Preference Optimization (DPO) refinement. We fine tune Qwen 2.5-7B-Instruct with LoRA using an interpretable slot-filling template (target, claim type, manifestation checklist, and justification). We then apply DPO with automatically generated preference pairs to reduce costly false negatives. Our submitted system achieves 0.7664 Macro-F1 on the English test set. Post-submission experiments with Mistral-Nemo-Instruct-2407 and LLM-judge-filtered preference pairs further improve to 0.8162 Macro-F1 (not submitted to CodaBench), surpassing the organiser baseline of 0.7802.

Atharva Gupta, Dhruv Kumar, Yash Sinha

Birla Institute of Technology and Science, Pilani, India

Social Media Analysis Language Model Post-Training Supervised Fine-Tuning