Conducting Morality and Emotion Analysis on Blog Discourse.

Social media has exploded in its usage, since the advancement of technology with individuals sharing their opinions and beliefs on its platform through text. This has led to the access of tons of text data that researchers can use to further understand human behaviour or user perspective. Emotion analysis is a common text analysis technique used to discover embedded emotion in content. For this research, we compare emotion analysis and morality assessment techniques in discovering embedded user opinions. Our results show that emotion analysis possesses limitations in its result. On the other hand, morality assessment provides a more comprehensive and accurate analysis of text data. For this research, we proposed that both methodologies are not mutually exclusive, and can complement each other to better understand the complexities of human communication and behavior.