Social Dynamics

Receptiviti’s Social Dynamics framework provides access to seven measures that evaluate a number of important aspects of how people are focused on themselves, focused on other people, whether they communicate with authenticity, clout, hesitation, the degree to which they communicate formally or informally, and more.

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      "start_date": "2024-01-01T00:00:00Z",
      "end_date": "2024-01-31T23:59:59Z"
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    "results": [
      {
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        "language": "en",
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        "personality": {...},
        "social_dynamics": {
            "social": 57.2093235584043,
            "affiliation": 45.868725701575585,
            "inward_focus": 40.45137386358836,
            "outward_focus": 60.98081570000119,
            "authentic": 34.37457365649723,
            "negations": 37.327443401793744,
            "clout": 61.090716652475116
        },
        "drives": {...},
        "cognition": {...},
        "additional_indicators": {...},
        "sallee": {...},
        "liwc": {...}
      }
    ]
  }

Measures

Category	Summary	High Score	Low Score
social	Reflects focus on social engagement and awareness of others.	Indicates a strong desire for social engagement or high awareness of others.	Indicates little interest in social engagement or minimal awareness of others.
affiliation	Reflects an internal drive for forming connections with individuals or groups.	Indicates a strong need for affiliation with others.	Indicates a low need for affiliation with others.
inward_focus	Reflects self-directed language and attention.	Indicates increased focus on oneself.	Indicates minimal self-focus.
outward_focus	Reflects attention directed towards others or external entities.	Indicates a strong focus on people or entities other than oneself.	Indicates minimal focus on others or external entities.
authentic	Reflects communication that is either open and personal or more closed and guarded.	Indicates a personal, honest, and open communication style.	Indicates a guarded and distanced communication style.
negations	Reflects use of language to negate, refute, or contradict.	Indicates significant use of language to negate or contradict.	Indicates minimal use of negating or refuting language.
clout	Reflects communication marked by confidence and certainty.	Indicates highly confident language.	Indicates a more tentative or humble communication style.

Additional Information on the Social Dynamics Measures

Social

Social words are a marker of social engagement and are associated with awareness of other people. This vast category of words makes reference to other people, and includes certain pronouns, possessives, social nouns (i.e., brother, team), social verbs (i.e., participate, listen), social adjectives (i.e., trusting, secret), and more. When individuals use Social words, they are inherently thinking about or interacting with other people. Therefore, people who communicate using a higher level of Social words are generally more socially-conscious.

Affiliation

The Affiliation measure includes language that relates to connecting and being in the presence of other people. Words in this category are related to the Social measure but measure different phenomena. The Social measure is a marker of social engagement and is associated with awareness of other people.

The Affiliation indicator has been used extensively in research. For example it has been used to examine gender differences in evaluations of emergency medicine residents and their approach to patient care. Research has also shown that the feeling of affiliation or the need to affiliate with others can also play a role in promoting positive or negative health behaviours.

Inward Focus

The Inward Focus measure analyzes if an individual's language is focused on themselves, or outwardly focused on other people. The more someone uses “I” and self-related words, the more focused they are on themselves.

How we see ourselves in the world is vitally important to how we interact within it. While research is still being done on the implications of self-focused language, we know it holds important information on how we communicate and behave in the world around us.

Self-focus has been an important factor for researchers investigating status, age, depression, and more. For example, lower status individuals tend to use language that is more self-focused and tentative, people tend to become less self-focused with age, and depressed individuals are more self-focused than their non-depressed counterparts. While this category is not intended to be used for deception detection purposes, deceptive statements have been found to be more distanced from the self than truthful ones.

Outward Focus

The Outward Focus measure determines the degree to which a person’s language is focused on themselves or on other people by evaluating their use of “I” words and other self-referencing language.

A high score suggests a significant focus on people or entities other than oneself. A low score suggests minimal to no focus on other people or entities other than oneself.

Self-focus has been an important factor for researchers investigating status, age, depression, and more. For example, lower status individuals tend to use language that is more self-focused and tentative, people tend to become more Outward Focused with age, and [depressed individuals are more self-focused than their non-depressed counterparts]( depressed individuals are more self-focused than their non-depressed counterparts). While this category is not intended to be used for detecting deception, research has shown that [deceptive statements have been found to be more distanced from the self](deceptive statements have been found to be more distanced from the self) (ie. Outward Focused) than truthful ones.

Authentic

The Authentic measure evaluates when someone is speaking naturally and uninhibited or whether they are carefully curating their words. A person may change their language for multiple reasons, such as to be more easily understood to align with expected tone or style or to avoid mentioning specific things.

When evaluating authenticity it is important to compare samples within the same context as to ensure the accuracy of the results. When someone is communicating inauthentically they tend to distance themselves from their words. Authentic communicators tend to speak their mind use their own language and care less about the specific words they choose to use. People with high authenticity scores tend to be seen as relatable down-to-earth and honest.

Studies relating to language and authenticity are vast. For example, some research has shown that low Authenticity scores are correlated with deception, how changes in writing style are related to fraudulent data reporting, and how it is possible to detect deceptive discussions in quarterly earnings calls.

Negations

Language in this category contains a range of negative language and contractions, such as wouldn’t, shouldn’t, don’t, cannot, etc. This category, combined with other measures of Social Dynamics, Personality, and Emotions can be helpful to understand more about how people feel about topics and the world around them, as well as aspects of the dynamics of their relationships with others.

Negations have been used by researchers to investigate a variety of social behaviours. For example, research has shown that emotion words are positively correlated with negation use. Additionally, research suggests that people who score high on extraversion in personality tests use negations less frequently.

Clout​

The Clout measure evaluates whether language is influential and leadership-like, or whether it is more passive and less persuasive. Language with lower Clout scores may not be intended to draw audiences in, or to inspire action. Clout can be context- and subject-specific; an individual with a low Clout score in one context may express a higher Clout score and have the ability to be influential in a different context.

Research has shown that people with lower status levels are more focused on themselves, whereas leaders are more focused on others and the group as a whole. This phenomenon has been documented across a range of social and linguistic contexts, group sizes, and settings. It is important to note that this focus on others does not suggest that leaders put others before themselves, but rather that they’re particularly attentive to the behaviour and mental states of others. As such, studies have found that people who are attentive towards others will naturally be able to lead more effectively than those with attention directed inwards.

Specifications and Sample Use Cases

Scores in the Social Dynamics framework are always in the range of 0 to 100.

note

Normed measures require a text sample of at least 350-500 words per person.

Let's look at a couple of examples:

High-scoring example

There were some real injuries from the game. Huff had a knee twist, we'll find out tomorrow on that. And Gene had a shoulder strain. There's some Real concern and we don't know for sure yet what it is. Most likely it's ACL but can't confirm it so we'll find out later. It was the first few plays. I mean it's, we always do 24 openers. There were still twelve runs, twelve passes, but it went like five and five. Just trying to do that early and then get back to running the game once we settled down a little bit. I thought he played real well. There was very few that he missed. Protected the ball extremely well when there wasn't anything there. We didn't have any intentional groundings and did a good job moving the chains also, especially at the end there on that keeper. But I thought he had a hell. I think Brock's been great because he's been consistent through it all. I mean, we never felt anything different with Brock during those three losses. You know, I think he's pretty realistic so he doesn't get into stuff that's not that accurate. Yeah, I wasn't concerned with guys looking ahead. I didn't feel that at all. You know, it's especially we got that, you know, we had won one game here in the last month and that was a big one versus Jacksonville. And I knew our guys are extremely focused on this. Once we were able to finish the game, we talked a lot about it in the locker room because just how quick it comes, everything's so important as soon as this ends, what we got to do to get ready for this quick turnaround, which is always a challenge and tough, but really glad we're going to get three days off after it. For the stretch, I thought you did a hell of a job. I mean, to lose a player like huff in the game and for him to come in and step it up big, make two huge plays. I mean, the pick was huge and then the fourth down, you know where you got all out Blitz and they just throw it up and sometimes your biggest fear and when they throw it up, it's like what happened to Buffalo on that Monday night when it's under thrown, it's so hard not to get a PI and for him to not PI the guy and to get back and from what I saw, it looked like he knocked it down. That was a hell of a play. Oh, yeah, big time. I mean, I noticed him all the time because one, he goes against the offensive scout team all the time and he's one of the guys who consistently gets better each week on all the card looks. We always split the reps with the ones and the twos anyways, when the defense goes and he's really taken off here in this last month and was ready for his opportunity. You never know when it's going to come. He's been preparing the right way. Yeah, definitely still improving. He had a really good game statistically wise, his best one I think, of his career from what they told me. But yeah, I was real happy with Ba. Has to run through the spot where no one is? We've called that play a few times. We've never done it with a bump motion. That's a play that a lot of people run. I think we ran into Tevin Coleman in the Super bowl. It's just a man play that is good for man. Everyone runs it, but we never done it with that motion and it was cool, worked out. No, I mean, teams usually do what they do. I mean teams, you don't just make up schemes every week. So every team has what they run and then you try to game plan stuff by having disguises, calling things at different times, giving a look or a blitz that people aren't ready for, but teams do everything. Brock doesn't ever come in saying we're throwing deep or throwing short or any throwing to certain people. We run plays and he goes through progressions and attacks coverages and I want to know what to say on how to defend them. He just goes through the holes in the defense. Ba has been great. A lot was made out of it because everyone talked doghouse and training camp, which I thought that was a little confused with just coaching. He was never in anyone's doghouse. We were just coaching him and Ba going back to those years, he was one of our best players halfway through that year and one of the main reasons we went to the NFC championship and got better last year and he's been better this offseason and always when you're getting better doesn't always show for a receiver because stats and all those results are dependent of a lot of other people. The bas been playing some good football for a while. It's really cool when he gets rewarded with those numbers. I mean, I think we got a lot of players who really enjoy football. I think we work at it in terms of, you know, we like to coach, we like to point things out. I think our guys, you know, if you stay healthy, I think you practice more, you play more and when that happens you get better as the year goes. So I always expect us to look better as it goes than we do at the beginning. I think one of the bigger challenges for everyone in the NFL is that there are no otas, whatever they call them, and how little training camp is. So especially running the ball and tackling and everything, you kind of evolve as the year goes and our guys work really hard and try to find a way to stay healthy while you do it. No, I don't think so. I thought our defense was awesome. I mean, they kept getting us back. I wish we would have finished it. Once you get the turnover on the first one, I want to go down in there and score. I think we went three and out and the next time we should have run the clock out, had two first downs. We got out of bounds twice so wasn't happy with that but so pumped with the defense. No concern, you know that last week, if I can remember correctly, I don't think we really got inside the ten. I thought we scored from all further out until the end when we were just trying to hook Christian up. This week, when I think about it, I know we got sacked, I believe one time down there and second down. You get sacked on second and ten or whatever it was. And it leads to third along. Most likely that drives over, but hopefully it goes full circle. We haven't done it the last couple weeks. We've done it better earlier in the year, but nothing that's different just goes like that sometimes. No, yeah, I didn't see it over there. I mean, the same thing that happened to kittle. I mean, those guys are very aware that they shouldn't go out of bounds in those situations. But when you get plays on the edge, I think kid will try to stop and go back in. That was right on our sidelines. But then people hit you and you go out and so it looks similar to me with Christian, but I was on the far sideline, so I'm not sure. I mean, you never know until people go through that. But I mean, the film was so good, so, I mean, the guy was playing unbelievable in those, in those three losses, so there was nothing to really worry about. You just got to make sure he doesn't make up stuff that other people are making up. So you just try to get him to stick with practice, stick with the film and doing what you're doing. And he had a couple back picks in those games, but there was none that he felt he had to change with what he was doing because he was playing such a high level in those losses, too. No, I didn't. I didn't know the guy would fall and I had no idea where the middle third safety was, but I knew his man coverage and he was going to go to whichever one of his go routes he had. He had Debo on one side and Ba on the other. And I'm assuming the safety cheated a little bit to the right since he threw to the left and it was right there and it was great when you saw the corner on the ground and Ba finished it. It was a hell of a play by those guys. I mean, Brock's solid, really good quarterback, so he can do, I mean, I don't know if he can run a four three when doing a lot of wildcat stuff, but everything we've asked him to do, I think he's done at a real high level. Yeah, when you get three, three weeks in a row, I mean, I love his competitiveness and he does everything to try not to get it, but if you're in your positions that you're going to get it, it really doesn't matter. So we kind of challenged him on that. They turned into sacks, which that happens, but we always want to try to get rid of it. But he had some really bad looks on those. I think we had one where we were hot, and that's when he tries hard to get rid of it. And sometimes bad things can happen, and sometimes you just got to know you had a bad play. And that's where I thought he improved on it. All right, thanks, guys.

// partial response
{
  "social_dynamics": {
    "social": 88.50465740549186
  }
}

The paragraph above features a coach evaluating a recent game, highlighting individual and team performances, injuries, and tactical decisions. It is high on the social at 88.5 as it frequently acknowledges team collaboration, player development, and shared experiences, emphasizing interpersonal interactions and relationships within the team. This indicates that 88.5% of all samples in our curated baseline dataset scored equal to or below this paragraph on social.

Low-scoring example

Let me reflect on some of the key operational and business highlights and outlook for 2023. It was a record second quarter for us with 36% growth in deliveries versus last year. Combined with the first quarter, we delivered around 28,000 vehicles in the first six months of this year with particularly strong growth in many of our established markets and solid growth in some of our newest markets. We increased revenue by 18% to $1.2 billion for the first six months of 2023 and with continued strong momentum into the second half of the good year, we expect to deliver between 60,000 and 70,000 vehicles and a gross margin of 4% for 2023. Coming to recent business developments. Last quarter, I talked about the first customer deliveries of our upgraded Edition 2, and these have now started to ramp up, taking us past another milestone having 150,000 cars manufactured in just over three years. The upgraded Edition 2 is the best version to-date. We improved software longer range of up to 650 kilometers and faster charging with an effect of up to 205 kilowatts. All while reducing cradle-to-gate carbon emissions by 3 tonnes per car and introducing the new SmartZone face identity from Edition 3 and the 2. It is a fantastic car. J.D. Power's Tech Experience Index placed Edition 3 in the top three, and there are a number of enthusiastic independent reviews across motoring magazines and on YouTube. Just a few weeks ago, we were at the annual festival in the UK, where Edition 3 and Edition 5 had their dynamic debuts, making the traditional hill climb in front of the crowd. Seeing these two cars and what they are capable of in terms of performance and driving experience is a testament to our outstanding engineering teams. I'm delighted that Edition 3 is now available for customers to experience in many of our retail spaces around the world. And Edition 5 shows what the next steps are for our brand, reflected in its design handling and top-level spot premium positioning. We have started formally taking orders for Edition 4, our SUV coupe, less than a week ago at the Chengdu Auto Show. And now three days in reception and order take have been fantastic. As a reminder, our SUV coupe combines the great space with an amazing dynamic driving attributes. It is positioned between Edition 2 and the Edition 3 in terms of size and price. Edition 4 is on track to start production in November with the first customer deliveries in China expected before year-end.

// partial response
{
  "social_dynamics": {
    "social": 8.420132578538823
  }
}

The paragraph above outlines a company's operational highlights and product developments, focusing on metrics such as vehicle deliveries, revenue growth, product upgrades, and future plans. It is low in social at just 8.42 because it emphasizes data, achievements, and business strategy rather than interpersonal connections, collaboration, or team dynamics. This indicates that only 8.4% of all samples in our curated baseline dataset scored equal to or below this paragraph on social.