Sentiment analysis and social networking sites: a case study

Sentiments are the hormones of social networking sites. They trigger human emotions and emotions initiate social communication. All raw and polished communication that happen in social networking sites in form of chats, comments, scraps, tags, likes, photographs, etc are the result of an outpour of the bag of human sentiments. The objective of this research paper is to make an attempt to identify the various factors for identifying the role played by social networking sites on human emotions Social media is such a development that modern technology would always boast of, yet it cannot be denied that this media primarily functions with sentiments. Sentiments are to social media what fuel is to fire. Whether it is youth or age, whether it is house or office, whether it is man or woman every section of the society has contributed to the working, development and sustenance of the social media. Society, in other words, has fallen prey to these social networking sites. And the fundamental cause behind such addiction is "the role sentiments play” in them. Too much of sentiments seasoned with a pinch of logic sometimes provide us with a real fun platform for our society. Perpetual exchange of emotions in social networking sites are the main reason responsible for making them our most emphatic guardian who is considered to be the most trustworthy companion. However, disastrous bargain with the human sentiments in social networking sites may prove to be harmful and hazardous. The paper intends to explore this intense association of sentiments with social networking sites with identification of various steps to createawareness and to be excessively involved with the virtual world that may lead to disastrous effects. This study will help various other research activities carried out in information andmanagement field as well firms planning to adopt and implement the possible ways of removing ignorance and open up various scope of research on the topic of social networking sites.


Introduction
Sentiment Analysis is a determiner of the attitude of the speaker or an author relatedto anytopic or a quick view of itscontextual divergence of the document or the intended emotional communication (i.e. the sentimental impact that the writer intends to create on the reader). Social media websites are popular places for building relationships and contacts where sentimental conversations take place. These networking sites are, therefore, becoming a place for criminals to indulge in various cyber crimes. India is one of the fore runner countrieswhere the offences relating to social networking websites pertaining to sentiments have gained momentum off late, like users of Facebook are constantly under threat from hackers who dont shy away from posting distorted images with explicitpornographic contents being uploaded on online accounts without the knowledge of the actual users. With reference to this a Freakonomics Quorum, from the "Freakonomics" blog hosted by the New York Times remarks that Powerful new technologies provide great returns, thoughthey are also responsible to bring in the change in our lifestyle, and not always in ways that everyone likes. Social Psychologist of Massachusetts Institute of Technology Sherry Turkle talks about social networking as an eroding factor in our ability to live comfortably offline.And it's really very true with the youth of the globe that ranges from 15 to 30 years of people. While people in this age bracket largely consists of students at higher academic semesters and recent job-finders, it gets extremely tempting for them to create friends, create friends of opposite sex, see and feel things beyond their reach, share secrets, like peo-ple and get more and more liked in return. Wants and needs of youth evolve and social networking sites have, readily, provided immense platform for their ever-evolving desires.

Impact of social networks on teen sentiments
The impact of social networking sites plays a very importantrole in bring a change in the youth life. Today's youth is more aware than the youth of the yesteryears'. It sees the pros and cons of the society here and the societies there. continuously and planned to meet her some weeks later, claiming to be father of Peter in-order to explain why he looked nothing like his photo. Chapman drove Ashleigh to a lonely place in Thorpe Larches, which was nearer to Sedgefield in County Durham. Once there, he forced her to have sex with him and then hebonded and gagged her with duct tape, wrapping so much around her head that she was suffocated which resulted in her death. He then threw her body in a ditch and disappeared. Chapman is now servingsentenced 35 years in jail after being sentenced in 2010 for Ashleigh's kidnap, rape and murder." Examples of crime could be of various ranges. It could be from parents calling police after a paedophile inducing their 13-year-old son to send indecent pictures of himself in Greater Manchester to a jilted boyfriend posting a naked picture of his former girlfriend, who was 17, on the site, there are several serious crimes happening on the social media with regard to the youths that has to be taken into concern. That youth are connected to these global online communities is both a frightening prospect for guardians and tutors and an intriguing area for social science research.

Review of literature
Matt Fernandes in his paper has analysed how sentiment analysis can be explored from fairytales which classifyrelationships throughsocial networkwhether it ispositive or negativeand further identifythe protagonist and antagonist after making a comprehensive study of these fairy tales. Federico Alberto in his book Sentiment Analysis in Social Network (2016) has talked about features of Sentiment Analysis . He has said that Sentiment Analysis is an interdisciplinary approach which crops up from different computing domainswhich provideperception into opinion spamming, reasoning, and social network mining. This portray the different ways of applications of opinion mining and domain, and the process to get the best results in order tounderstand the consequences. Sentiment Analysis can be an important tool to make analysis ofthe state-of-the-art in the world of social media.

Effect of social networks on women
The menace of sentiments has not only disturbed the life of the youth but it has also brought similar effects in the life of women. Woman as the embodiment of chastity and devotion is happily appreciated by the Indian patriarchal system. She is highly appreciated if she is an idealhome maker, a dutiful wife, a caring mother and a loving daughter. However, in this internet era, women have developed and moved ahead with time.These women are called smart women who have the courage to say NO to injustice done to them. There are another category of women who are termed as "Bad" in our Indian society. They are 'bad' because apart from fighting against injustice done to them, they know how to achieve their goals and exercise their freedom. They love their lives, lead a different lifestyle and satisfy their demands. She may be a prostitute, who does not hesitate to work to feed her children and face the struggles; she may stand up and fight for other woman's rights as a journalist or may raise voice against female infanticide as a doctor. These women are examples and find unique places in social networking sites. They are made super hero overnight by many posts, scraps on the sites like Twitter, Facebook, Orkut. This is not the only thing the networking sites do. It, undeniably, has a darker side too, like it may trigger violence in a woman's life. For example when she is engaged in online interactions, she gets more and more involved there as a result of which she remains aloof from the outside world which is more true and real. Sometimes it may so happen that too much of personal and emotional involvement with someone online, and may lead her to be cheated as a result of numerous fraud cases. Women are caught in the mesh of cyber life in severe ways. Recently one such ghastly incident whichgive many viewersgooseflesh who casually logged in to Yahoo. India. The site of the public execution of an Afghan woman has caught worldwide attention. Imagine the psychological situation of anyone who suddenly accesses this site with the title "Afghan Woman executed in Public" (yahoo.co.in). In this ultra modern age when women love to read articles related to fashion, cookery, film weddings, this particular news in Yahoo India could potentially destroy night's sleep. The scene of a man targeting his gun towards the head of a woman with her back to the camera in very plain clothing seems waiting patiently for her death. What's her crime? Well, this woman was barely 22 years old and was married to an Afghan leader but was found guilty of loving another man. If such scenes of public execution are being made so common then it is really horrifying which can make any woman viewer paralyzed to such extent that they would be bound to think twice before doing anything by listening to their hearts and it would make them feel so let down. This site has uploaded a series of pictures in a slide show where a huge crowd is sitting to witness such an inhuman act that is committed in public. After being charged with adultery, she is punished with death. What about the man who was equally a party to this crime? There is definitely no answer to this question.In the site, a man is shown coming near her and firing shots at her. Then she drops down dead. Such is the male chauvinism which can witness the execution of a woman without any remorse or guilt. It is indeed a fact that if such a horrifying incident is mentioned in the news without any pictures, it generally lasts a day or two in our mind and to think about witnessing this scene with still pictures being shown on social networking sites, and being forwarded innumerable number of times, can definitely hurt the sentiments of people in general and women in particular. A case was registered recently from three cabinet ministers in Karnataka State about an incident which took place during an assembly session while an important discussion was going on and one of the ministers was allegedly viewing a clipping of an uploaded material on a social networking site containing erotic content involving sex, abuse of women and violence in his mobile phone which was passed on to the other two ministers sitting near him. It is very much an understood fact that a man cannot be able to resist watching such porn stuffs but it should be really considered objectionable when such sex related sites are being watched during an assembly session.Audio visual clippings of nude and semi nude women uploaded in different networking sites writhing with pain are considered to be the source for deriving pleasure to the millions of users who consider this as the best entertaining material and make themselves busy by downloading them in their laptops or cell-phones and viewing them whenever they want to. Everyone knows that many users accessing social networking sites for interaction, increasing business rapport or discussing some important academic matters are just a handful. Many come to satisfy their burning sexual urge through these sites. Whenmen chat with a woman in these sites, the first thing they do is generally pass a light compliment to the girl by saying she is attractive and then trying to be personal with arousing talks that can make a woman feel special. If the woman gets angry, she ends the session as it insults her, while many times it continues and most of the times it ends up dangerously. It has become a very common phenomenon for men trying to go in for chatting sessions with unknown women randomly and deriving sexual pleasure out of it. Social networking sites have made women densely networked. However researchers prove that these networking sites have made them lonelier. This loneliness makes them emotionally and physically sick. Yvette Vikers, who was a former B-movie celebrity, and acted in movies like Attack of the 50 FootWoman (1958), was found dead by a neighbour when she reached her room via a broken window and pushed her way through a pile of junk mail. Her body was found near a heater that was still burning. Her computer was switched on too. Her death was a subject of 16,057 Facebook posts and 881 tweets. With no children, no religious group, and no immediate social circle of any kind, she had no place to go for companionship as she was caught in the vicious circle of cyber life and with a series of unnatural heartbeats. It is surely a sad story, but true by all means.

Analysis of communal sentiments with relation to social networking sites
There are various other domains of our day to day living that are mercilessly affected because of social networking sites. One such area is the communalism. Racism is the major cause of today's social trauma. It is this diseased root that produces rotten fruits like communal disparities, cultural conflicts and national disputes. Innocent people turn victims of violence, intimidation and communal riots. Terrorism, with all its potential siblings takes birth. Social Networking sites, can be considered as the motivating force of sentiments, play a serious role in this global issue. With people getting addicted to social media, sentimental comments targeting races and communities flood the walls and spaces of the websites. Starting from meagre happenings to grave concerns, social networking sites carry emotional and prejudiced comments all the time. Such comments "imperil communal psyches and set off a cascade of bad consequences". Examples galore, the most recent case of how Facebook was used to fuel anti northeast sentiments left created shock waves among most of the viewers. According to Tech Tree Blog. pictures depicting the killingof Muslims in Burma started popping up on Facebook. These images then spread like wildfire on social networking sites, and have been directly blamed for inciting the recent riots in Mumbai and mass exodus of eastern origin people from other cities in India. The situation became so intense that the govt. recently posed a ban on over 250 sites found to be directly responsible for starting the rumours, This is not the only case where social networking sites are responsible for generating communal violence. Thousands of instances crop up every day. One such issue was that of a recent uproar which shocked the entire nation where a networking site was charged with containing obscene pictures and derogatory articles pertaining to Prophet Mohammed, Jesus Christ, and various other Hindu gods and goddesses. The contents were highly objectionable to the sentiments pertaining to religion and faiths and seen to be intended to outrage the feelings of religious people whether Hindu, Muslim or Christian. KapilSibal, Minister of Communication and IT, told the reporters at a press conference on December 6, 2011 that he won't allow Indian and religious sentiments of large sections of the society to be hurt in repercussion to the porn photo shopped with Mecca and Hindu deities. Kamath, Nandan, in his book, Law relating to Computers, Internet and e-commerce has discussed about various laws that can help women to protect themselves for being a victim to cybercrimes. The connection of sentiments with social networking sites is deeprooted. Expressing sentimental comments in social sites, many times, blur our judging capacities. Remarks are given sometimes at the positive pole and sometimes at the negative. We rarely find opinions that are neutral and are free from sentimental polarities. This happens because most of the social networking sites are freely accessible as advertisers support them to make money and gain popularity by advertising their products in them. Any user with an internet connection can easily enter these sites. Unless the user seeks privacy options, entire information posted by him/ her is publicly visible. Anything public is always vulnerable which may lead to drastic consequences. The dangers of using these social networking sites are many like the following: Luring/ enticement: Internet sexual predators and known sex offenders generally use social networking sites to track and lure victims.  Social Networking sites have set an age limit for creating account. It should be ensured by parents thattheir children meet these requirements before allowing them access into these sites.

Conclusion
Apart from adopting those everyday measures, people can also take resort to many latest technologies that can successfully handle sentiment related security issues. For example Microsoft's very recent software "Yammer" can perform emotion detection and recognition. When the element is switched on for the aforesaid company's network, it offers their team leaders a view of theemotions of their employees which is trending, by the use of a line graph which shows the level of all emotions like excitement, confusion, or any other feelings over the time. The headings or even those words that are most often connected with those feelings are also displayed. The software has the capability to identify 80 different emotions, though it squeezes those into 15 for display and shows only the most common ones for reducing the complicatedness of the interface. Ignorance is not always bliss. With a pinch more awareness and a bit more responsibility, sentiment related disasters happening in the cyber world can be successfully avoided. It all depends upon how long our society takes to grow up.