Revealing and predicting online persuasion strategy with elementary units

Abstract

In online arguments, identifying how users construct their arguments to persuade others is important in order to understand a persuasive strategy directly. However, existing research lacks empirical investigations on highly semantic aspects of elementary units (EUs), such as propositions for a persuasive online argument. Therefore, this paper focuses on a pilot study, revealing a persuasion strategy using EUs. Our contributions are as follows: (1) annotating five types of EUs in a persuasive forum, the so-called ChangeMyView, (2) revealing both intuitive and non-intuitive strategic insights for the persuasion by analyzing 4612 annotated EUs, and (3) proposing baseline neural models that identify the EU boundary and type. Our observations imply that EUs definitively characterize online persuasion strategies. The annotated dataset, annotation guideline, and implementation of the neural model are available in public.1.