paper publication on the 6th ICOICT 2018 http://www.icoict.org

1. Ontology Modelling Approach for
Personality Measurement based on
Social Media Activity
Lab. Social Computing and Big Data
School of Economics & Business, Telkom University
©2018
Andry Alamsyah, Muhammad Rizqy, Darin Dindi

2. Changes in Behavior
▸ Post daily routines
▸ Share opinion, thoughts, and
information
▸ Communication

3. Activities on social media is stored as a digital trace
It provides us a new data resources
User also unconsciously reveal their personality through their writing and
linguistic text usage
- G. Stemmler, and J. Wacker, “Personality, emotions and individual differences in physiological responses,” Journal of Biological Psychology,
vol. 84, pp. 541-551, July 2010.

4. Today’s Personality Measurement
▸ Via Interviews, Test, or
Questionnaire Suvey
▸ Most likely answer by what
is socially acceptable.
Thehrdepartemenet.ie. Advantages dan Disadvantages of Employee Personality Tests, 2 October 2010.

5. OCEAN: Personality Traits
CO A NE
OPENNES CONSCIENTIOUSNESS EXTRAVERSION AGREEABLENESS NEUROTICSM
Do they like new
experiences?
Do they prefer planning and
regularity?
Do they like to spend a
lot of time with others?
Do they put concern
of others interests?
Do they tend to
worry?
OCEAN classifies human personality traits into 5 dimensions
and supported in over 50 societies across 6 continents

6. NEO-PI-R metric
CO A NE
OPENNES CONSCIENTIOUSNESS EXTRAVERSION AGREEABLENESS NEUROTICSM
Fantasy,
Aesthetic,
Feelings, Actions,
Ideas, Values
Competence, Order,
Dutifulness, Achievement-
Striving, Self-Discipline,
Deliberation
Warmth,
Gregariousness,
Assertiveness, Activity-
Level, Excitement-
Seeking, Positive
Emotions
Trust,
Straightforwardness,
Compliance,
Tendermindedness,
Modesty, Altruism
Anxiety, Angry
Hostility,
Depression, Self-
Consciousness,
Impulsiveness,
Vulnerability

7. Ontology
Ontology represents the
relation among entity thus
forming domain knowledge
Forming Components of Ontology

8. Methodology
Ontology OCEANX

9. Experiment Process
Twitter
Conversational
Data
Preprocessing
Words
Collection
Ontology
Construction
Ontology
Model
Personality
Measurement

10. Twitter Conversational Data
We use 8 samples i.e. actors to examine the performance of ontology model.
Account Real Name
Raw
Data
Filtered
Data
@aMrazing Alexander Thian 299 101
@jokoanwar Joko Anwar 124 66
@ulil Ulil Abshar-Abdalla 543 210
@gm_gm Goenawan Mohamad 83 36
@adelladellaide Adellina Fitriyani 741 243
@popokman Wandy Ghani 801 204
@duniamanji Anji 709 239
@pandji Pandji Pragiwaksono 145 71
Total
3.445 1.170

11. Preprocessing
Case Folding
URL and
Username
Removal
Symbol and
Number Removal
Tokenizing
Stopwords
Synonym
Recognition and
Word
Generalization
Phrases Lookup

12. Words Collection
Collecting words that are able to reflect personality traits
from Twitter’s Universe.
▸i.e. colloquial expression, slang, and phrases.

13. Ontology Construction and Ontology Model
Text
(Instance)
Facet
(Sub-Class)
Personality
(Class)
Neuroticsm
Anxiety
ribet aduh
Vulnerability
bingung

14. Personality Measurement
Word Personality Score Percentage
Benci Neuroticism 1 50%
Rindu Extraversion 1 50%

15. Result (Ontology Model Construction)
Personality
(Class)
Facet (Sub Class) Example Word
(Instance)
Openness Fantasy ingin_coba, mau_lihat,
paling_enak_dimana,
Aesthetics humor_terbaik, kreatif,
menarik, mengaggumi
Feelings butuh_bimbingan,
penasaran, ada_apa,
ingin
Actions aku_baru_coba,
bisa_kita_baca,
sharing
Ideas benarkah,
pandangan_saya,
kok_bisa
Values bebas,
perlu_dibaca_juga,
saya_kira_masuk_akal
Neuroticism Anxiety aduh, alay, anjir, bete,
bohong, jijik, lebay,
enggak_asik, rumit,
susah, ya_ampun,
berlebihan,
astaghfirullah, astaga,
ckck, ngeri
Angry Hostility bacot, bangke, goblok,
bangsat, marah,
ndasmu, njing, nyinyir,
sebal, benci,
tersinggung
Depression huhu, kecewa,
khawatir, sedih, pucat
Self-Consciousness enggak_kuat,
enggak_suka, capek,
belum_pede, malu,
nyesel
Impulsiveness bully, tidak_yakin
Vulnerability chaos, terluka,
bingung, cengeng,
persoalan_pelik,
bingung, melelahkan,
jahat, ngambek, nangis

16. Measurement Result
@jokoanwar @ulil

17. Conclusion
▸ Measuring human personality based on social media
activity can be modelled using ontology approach.
▸ The components of ontology model are personality traits
as a class, facets of the personality as a subclass, and
the words that represent personality as an instance.

18. Benefits of Research
▸ Able to integrate with machine learning for automatic
classification.
▸ Bridge the gap between ontology and psychology research.
▸ Ontology model construction based on Bahasa Indonesia
for measuring human personality.
▸ Gives minimal effort to measure human personality.
▸ Gives cheaper and faster option to measure human
personality.

19. Suggestion
▸Enrich the model’s dictionary.
▸Giving weight to each word based on the phrase they are on.

20. Thank you!