Modeling Double subjectivity for gaining programmable insights: Framing the case of Uber

Loretta Henderson Cheeks, Ashraf Gaffar, Mable Johnson Moore

Research output: Contribution to journalArticlepeer-review

1 Scopus citations


The Internet is the premier platform that enable the emergence of new technologies. Online news is unstructured narrative text that embeds facts, frames, and amplification that can influence society attitudes about technology adoption. Online news sources are carriers of voluminous amounts of news for reaching significantly large audience and have no geographical or time boundaries. The interplay of complex and dynamical forces among authors and readers allow for progressive emergent and latent properties to exhibit. Our concept of "Double subjectivity" provides a new paradigm for exploring complementary programmable insights of deeply buried meanings in a system. The ability to understand internal embeddedness in a large collection of related articles are beyond the reach of existing computational tools, and are hence left to human readers with unscalable results. This paper uncovers the potential to utilize advanced machine learning in a new way to automate the understanding of implicit structures and their associated latent meanings to give an early human-level insight into emergent technologies, with a concrete example of "Uber". This paper establishes the new concept of double subjectivity as an instrument for large-scale machining of unstructured text and introduces a social influence model for the discovery of distinct pathways into emerging technology, and hence an insight. The programmable insight reveals early spatial and temporal opinion shift monitoring in complex networks in a structured way for computational treatment and visualization.

Original languageEnglish (US)
Pages (from-to)1677-1692
Number of pages16
JournalAdvances in Science, Technology and Engineering Systems
Issue number3
StatePublished - 2017


  • Amplification
  • Artificial intelligence frames
  • Disruptive technology
  • Machine learning
  • Natural language processing
  • News source sentiment
  • Online news
  • Social influence
  • Subjectivity
  • Uber

ASJC Scopus subject areas

  • Engineering (miscellaneous)
  • Physics and Astronomy (miscellaneous)
  • Management of Technology and Innovation


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