Measuring Online Emotional Reactions to Offline Events

The rich and dynamic information environment on social media provides researchers, policy makers, and entrepreneurs with opportunities to learn about social phenomena in a timely manner. However, using this data to understand human affect and behavior poses multiple challenges, such as heterogeneity of topics and events discussed in the highly dynamic online information environment. To address these challenges, we present a methodology for systematically detecting and measuring emotional reactions to offline events using change point detection on the time series of collective affect, and further explaining these reactions using a transformer-based topic model. We demonstrate the utility of the methodology on a corpus of tweets collected from a large US metropolitan area between January and August, 2020, covering a period of great social change, including the COVID-19 pandemic and racial justice protests. We demonstrate that our method is able to disaggregate topics to measure population's emotional and moral reactions to events. This capability allows for better monitoring of population's reactions to offline events using online data.

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