SBIR Phase II: Automated Community and Sentiment Mining for Global Media Preference Understanding

This SBIR Phase II project applies data mining and machine learning techniques to both natural language description and Internet link graphs to model communities in order to predict preference, taste and sentiment for different kinds of media (music, TV, online media, video games, books). Current contextual information mining approaches that scan the text on a page for advertisement or recommendation ignore valuable community connections inherent in most self-published Internet discussion. Sentiment and opinion extraction systems operating on full text create challenging language parsing problems are fraught with issues of scale and adaptability. The identification systems can automatically categorize anonymous Internet writers or website visitors into specific demographic communities based on their tastes in many kinds of media. The Phase II research project approaches opinion extraction with a bias-free learning model based on training from known online corpuses that can be adapted to different languages and learns in real time as more data becomes available for high accuracy. Current personalization and marketing approaches either look at the clickstream of an anonymous user, leading to equally anonymous recommendations for popular movies and music -- or by scanning a surface-level overview of the text, leading to keyword advertisements with limited contextual understanding of entertainment content and community sentiment. The project plans to fully integrate people-focused community and sentiment analysis technologies into an autonomous, learning and scale-free media knowledge service for digital entertainment providers and marketers that can change the way digital content is marketed and sold.