Uncovering Latent Themes of Messaging on Social Media by Integrating LLMs: A Case Study on Climate Campaigns

arXiv:2403.10707v1 Announce Type: cross
Abstract: This paper introduces a novel approach to uncovering and analyzing themes in social media messaging. Recognizing the limitations of traditional topic-level analysis, which tends to capture only the overarching patterns, this study emphasizes the need for a finer-grained, theme-focused exploration. Conventional methods of theme discovery, involving manual processes and a human-in-the-loop approach, are valuable but face challenges in scalability, consistency, and resource intensity in terms of time and cost. To address these challenges, we propose …

abstract analysis arxiv campaigns case case study climate cs.ai cs.cl cs.cy cs.lg cs.si limitations llms media messaging novel paper patterns social social media study themes type