COM Research Seminar: Catalyzing Public Opinion Research with Large Language Models: Promise or Peril? by Prof. Taiquan “Winson” PENG

13 Nov 2023 (Mon)

On November 13, 2023, Dr. Taiquan Winson PENG, a Professor in the Department of Communication at Michigan State University, and a Ph.D. graduate from City University of Hong Kong, delivered a thought-provoking seminar titled "Catalyzing Public Opinion Research with Large Language Models: Promise or Peril?". Prof. Peng's research interests encompass computational social science, health communication, political communication, and mobile analytics, and he has contributed over 50 articles to top-tier SSCI and SCI journals. He currently serves as an associate editor for the Journal of Communication and sits on the editorial boards of several other academic journals.
In the seminar, Prof. Peng explored the growing significance of large language models (LLMs) across various academic fields. He discussed their potential applications in advancing public opinion research, not only as tools but also as dynamic contributors to the research process. Prof. Peng introduced several ongoing research initiatives that utilize LLMs to elicit human responses to survey inquiries, particularly within the realms of climate change, cultural values, and political behaviors. Through a synthesis of empirical findings from external studies and his own investigations, he highlighted both the opportunities and challenges associated with the use of LLMs in public opinion research. The event was attended by approximately fifty participants, including faculty members, Ph.D. students, and scholars from various disciplines.