Causality-based Visual Analytics of Sentiment Contagion in Social Media Topics

Keywords

Social Media, Causal Analysis, Visual Analytics

Abstract

Sentiment contagion occurs when attitudes toward one topic are influenced by attitudes toward others. Detecting and understanding this phenomenon is essential for analyzing topic evolution and informing social policies. Prior research has developed models to simulate the contagion process through hypothesis testing and has visualized user–topic correlations to aid comprehension. Nevertheless, the vast volume of topics and the complex interrelationships on social media present two key challenges: (1) efficient construction of large-scale sentiment contagion networks, and (2) in-depth explorations of these networks. To address these challenges, we introduce a causality-based framework that efficiently constructs and explains sentiment contagion. We further propose a map-like visualization technique that encodes time using a horizontal axis, enabling efficient visualization of causality-based sentiment flow while maintaining scalability through limitless spatial segmentation. Based on the visualization, we develop CausalMap, a system that supports analysts in tracing sentiment contagion pathways and assessing the influence of different demographic groups. Furthermore, we conduct comprehensive evaluations——including two use cases, a task-based user study, an expert interview, and an algorithm evaluation——to validate the usability and effectiveness of our approach.