Fecha: 18 de Junio de 2013

Ponente: Jorge Carrillo-de-Albornoz (UNED)

Lugar de celebración: Salón de Actos, Facultad de Psicología, UNED


Reputational polarity is to do with determining whether a textual content has positive, negative or neutral implications for corporate reputation. The problem is related to sentiment analysis and opinion mining, but differs in some important points: first, what is being analyzed is not only opinions or subjective content, but also facts, and in particular, polar facts, i.e. objective information that might have negative or positive implications for a company's reputation; second, sponsored information and advertising may entail positive reputational polarity even in the absence of positive content; third, the mere mention of the company and its products names is considered as positive from a reputational perspective. Nowadays Twitter is one of the most important sources for reputational experts when analyzing corporate image and has been the focus of the RepLab 2012 evaluation campaign, where the aim was to compare classification systems trained to analyze reputational polarity. The results of this campaign showed the complexity of this novel problem and the need for further specific research beyond sentiment analysis techniques.