Empower Audience Creativity Using Multi-Modal Video Analytics: Evidence from TED Talks

2021 | International Conference on Information Systems | Citations: 0

Authors: Wang, Wen; Li, Beibei

Abstract: Digital ideasharing platforms (e.g., TED talks) provide rich, novel, and a vari ... Expand

Abstract: Digital ideasharing platforms (e.g., TED talks) provide rich, novel, and a variety of un structured content (e.g., videos, audios, and texts) that can greatly shape people's opin ions, creativity, and lives. In this study, we investigated how well can "influential videos" help spread ideas and empower innovation. We explored what aspects of the content gen eration process mostly contribute to creative outcomes. Drawing from communication theory, ideas are partitioned into idea content and idea delivery. Combined with creativ ity and communication theory, we learned the idea content creativity and idea delivery using the NLP algorithm (i.e., RoBERTa) and the proposed VisualAudio Multimodal Fu sion Model. Extensive empirical analysis shows creative talk ideas convey deep thoughts, trigger increased audience's openmindedness and curiosity, and further facilitate audi ence creativity. Besides, speakers with great immediacy can build links and connections with the audience, and facilitate the audience's creativity, while dominating speakers fa cilitate persuasiveness and obedience but hurt audience creativity. Collapse

Topics: digital platform YouTube social media artificial intelligence Facebook

Methods: RoBERTa natural language processing computational algorithm BERT word embedding

Theories: communication theory creativity theory