Publication: Language technology-based political microtargeting services
Authors
José Antonio Miñarro-Giménez ; Francisco García-Sánchez ; Almela, Ángela ; García Díaz, José Antonio ; Marín Pérez, María José ; Miñarro Giménez, José Antonio ; Valencia García, Rafael ; García Sánchez, Francisco ; Alcaraz Mármol, Gema
item.page.secondaryauthor
item.page.director
Publisher
Springer Nature
publication.page.editor
publication.page.department
DOI
https://doi.org/10.1007/978-3-031-75702-0_6
item.page.type
info:eu-repo/semantics/lecture
Description
Abstract
In recent times, political behavior, from the act of voting to the participation of citizens in politics, has changed significantly. The proliferation and growth of Information and Communication Technologies (ICTs) has provided new and powerful tools to all stakeholders. In particular, social media allow a two-way communication channel between political parties and the electorate. Under these circumstances, accurate segmentation of electoral markets is essential for the development of campaign messages. To enable personalized one-to-one dialogue, it is necessary to characterize each user. However, this poses two major challenges. On the one hand, the degree of subjectivity in the political domain is difficult to determine because a fact can be considered positive or negative depending on the point of view. On the other hand, political polarization and partisanship, which refers to the fact that citizens are strongly biased in favor of certain political parties while strongly disagreeing with others. The goal of this work is to integrate and validate some of the Natural Language Processing (NLP) technologies developed and tested by the participating researchers in previous projects for the deployment and optimization of a commercial software platform for political microtargeting through author and user profiling.
publication.page.subject
Citation
García-Díaz, J.A., Marín-Pérez, M.J., Alcaraz-Mármol, G., Almela, Á., Miñarro-Giménez, J.A., García-Sánchez, F. (2025). Language Technology-based Political Microtargeting Services. In: Valencia-García, R., Borodulina, T., Del Cioppo-Morstadt, J., Moran-Castro, C.E., Vera-Lucio, N. (eds) Technologies and Innovation. CITI 2024. Communications in Computer and Information Science, vol 2276. Springer, Cham. https://doi.org/10.1007/978-3-031-75702-0_6
item.page.embargo
Collections
Ir a Estadísticas
Sin licencia Creative Commons.