Tai-Quan Peng

Kaiqi Yang, Tai-Quan Peng, Sanguk Lee et al.

LLM-based multi-agent simulation offers a promising way to study social interaction, deliberation, and collective opinion dynamics. However, many existing dialogue simulation frameworks represent interaction mainly as observable turn exchange or aggregated outputs, leaving the internal evaluative processes behind silence, speaking intention, and public expression difficult to examine. We introduce TBS (Think-Before-Speak), an interval-based multi-agent simulation framework that separates agents' private reasoning from public utterance generation. At each interval, all agents update structured internal states based on the shared dialogue history and their own memory. These states include dissonance-related appraisal, perceived opinion climate, perceived isolation risk, response strategy, and willingness to speak. The orchestrator then resolves competing speaking intentions and commits one utterance to the public dialogue, allowing internal evaluation and public interaction to co-evolve over time. We evaluate TBS in simulated town hall discussions on a climate-related policy issue. Results show that TBS produces coherent internal-state traces and that these traces vary systematically across turn-allocation, silence, and memory conditions. Dissonance-related appraisal increases agents' willingness to speak, whereas silence-pressure appraisal decreases it. Once speaking intention is formed, public expression is shaped mainly by turn-allocation rules. These findings suggest that TBS supports mechanism-sensitive social simulation by making the pathway from internal evaluation to public expression observable and analyzable.

Tai-Quan Peng, Jonathan J. H. Zhu

Timestamps in digital traces include significant detailed information on when human behaviors occur, which is universally available and standardized in all types of digital traces. Nevertheless, the concept of time is under-explicated in empirical studies of online behaviors. This paper discusses the (un)desirable properties of timestamps in digital traces and summarizes how timestamps in digital traces have been utilized in existing studies of online behaviors. The paper argues that time-in-behaviors perspective can provide a microscope with a renovated temporal lens to observe and understand online behaviors. Going beyond the traditional behaviors-in-time perspective, time-in-behaviors perspective enables empirical examination of online behaviors from multiple units of analysis (e.g., discrete behaviors, behavioral sessions, and behavioral trajectories) and from multiple dimensions (e.g., duration, order, transition, rhythm). The paper shows the potentials of the time-in-behaviors perspective with several empirical cases and proposes future directions in explicating the concept of time in computational social science.

Tai-Quan Peng, Yuan Tian, Songsong Liang et al.

Large language models make agent-based simulation more behaviorally expressive, but they also sharpen a basic methodological tension: fluent, human-like output is not, by itself, evidence for theory. We evaluate what an LLM-driven simulation can credibly support using information engagement on social media as a test case. In a Weibo-like environment, we manipulate information load and descriptive norms, while allowing popularity cues (cumulative likes and Sina Weibo-style cumulative reshares) to evolve endogenously. We then ask whether simulated behavior changes in theoretically interpretable ways under these controlled variations, rather than merely producing plausible-looking traces. Engagement responds systematically to information load and descriptive norms, and sensitivity to popularity cues varies across contexts, indicating conditionality rather than rigid prompt compliance. We discuss methodological implications for simulation-based communication research, including multi-condition stress tests, explicit no-norm baselines because default prompts are not blank controls, and design choices that preserve endogenous feedback loops when studying bandwagon dynamics.

Shifu Chen, Dazhen Deng, Zhihong Xu et al.

Social media platforms generate massive volumes of heterogeneous data, capturing user behaviors, textual content, temporal dynamics, and network structures. Analyzing such data is crucial for understanding phenomena such as opinion dynamics, community formation, and information diffusion. However, discovering insights from this complex landscape is exploratory, conceptually challenging, and requires expertise in social media mining and visualization. Existing automated approaches, though increasingly leveraging large language models (LLMs), remain largely confined to structured tabular data and cannot adequately address the heterogeneity of social media analysis. We present SIA (Social Insight Agents), an LLM agent system that links heterogeneous multi-modal data -- including raw inputs (e.g., text, network, and behavioral data), intermediate outputs, mined analytical results, and visualization artifacts -- through coordinated agent flows. Guided by a bottom-up taxonomy that connects insight types with suitable mining and visualization techniques, SIA enables agents to plan and execute coherent analysis strategies. To ensure multi-modal integration, it incorporates a data coordinator that unifies tabular, textual, and network data into a consistent flow. Its interactive interface provides a transparent workflow where users can trace, validate, and refine the agent's reasoning, supporting both adaptability and trustworthiness. Through expert-centered case studies and quantitative evaluation, we show that SIA effectively discovers diverse and meaningful insights from social media while supporting human-agent collaboration in complex analytical tasks.

Sanguk Lee, Kai-Qi Yang, Tai-Quan Peng et al.

Large language models (LLMs) are employed to simulate human-like responses in social surveys, yet it remains unclear if they develop biases like social desirability response (SDR) bias. To investigate this, GPT-4 was assigned personas from four societies, using data from the 2022 Gallup World Poll. These synthetic samples were then prompted with or without a commitment statement intended to induce SDR. The results were mixed. While the commitment statement increased SDR index scores, suggesting SDR bias, it reduced civic engagement scores, indicating an opposite trend. Additional findings revealed demographic associations with SDR scores and showed that the commitment statement had limited impact on GPT-4's predictive performance. The study underscores potential avenues for using LLMs to investigate biases in both humans and LLMs themselves.

Tai-Quan Peng, Kaiqi Yang, Sanguk Lee et al.

As large language models (LLMs) become increasingly embedded in civic, educational, and political information environments, concerns about their potential political bias have grown. Prior research often evaluates such bias through simulated personas or predefined ideological typologies, which may introduce artificial framing effects or overlook how models behave in general use scenarios. This study adopts a persona-free, topic-specific approach to evaluate political behavior in LLMs, reflecting how users typically interact with these systems-without ideological role-play or conditioning. We introduce a two-dimensional framework: one axis captures partisan orientation on highly polarized topics (e.g., abortion, immigration), and the other assesses sociopolitical engagement on less polarized issues (e.g., climate change, foreign policy). Using survey-style prompts drawn from the ANES and Pew Research Center, we analyze responses from 43 LLMs developed in the U.S., Europe, China, and the Middle East. We propose an entropy-weighted bias score to quantify both the direction and consistency of partisan alignment, and identify four behavioral clusters through engagement profiles. Findings show most models lean center-left or left ideologically and vary in their nonpartisan engagement patterns. Model scale and openness are not strong predictors of behavior, suggesting that alignment strategy and institutional context play a more decisive role in shaping political expression.

Tai-Quan Peng, Xuzhen Yang

This paper examines how large language models (LLMs) are transforming core quantitative methods in communication research in particular, and in the social sciences more broadly-namely, content analysis, survey research, and experimental studies. Rather than replacing classical approaches, LLMs introduce new possibilities for coding and interpreting text, simulating dynamic respondents, and generating personalized and interactive stimuli. Drawing on recent interdisciplinary work, the paper highlights both the potential and limitations of LLMs as research tools, including issues of validity, bias, and interpretability. To situate these developments theoretically, the paper revisits Lasswell's foundational framework -- "Who says what, in which channel, to whom, with what effect?" -- and demonstrates how LLMs reconfigure message studies, audience analysis, and effects research by enabling interpretive variation, audience trajectory modeling, and counterfactual experimentation. Revisiting the metaphor of the methodological compass, the paper argues that classical research logics remain essential as the field integrates LLMs and generative AI. By treating LLMs not only as technical instruments but also as epistemic and cultural tools, the paper calls for thoughtful, rigorous, and imaginative use of LLMs in future communication and social science research.

Taewoo Kang, Kjerstin Thorson, Tai-Quan Peng et al.

This study attempts to advancing content analysis methodology from consensus-oriented to coordination-oriented practices, thereby embracing diverse coding outputs and exploring the dynamics among differential perspectives. As an exploratory investigation of this approach, we evaluate six GPT-4o configurations to analyze sentiment in Fox News and MSNBC transcripts on Biden and Trump during the 2020 U.S. presidential campaign, examining patterns across these models. By assessing each model's alignment with ideological perspectives, we explore how partisan selective processing could be identified in LLM-Assisted Content Analysis (LACA). Findings reveal that partisan persona LLMs exhibit stronger ideological biases when processing politically congruent content. Additionally, intercoder reliability is higher among same-partisan personas compared to cross-partisan pairs. This approach enhances the nuanced understanding of LLM outputs and advances the integrity of AI-driven social science research, enabling simulations of real-world implications.

Yifang Wang, Tai-Quan Peng, Huihua Lu et al.

How to achieve academic career success has been a long-standing research question in social science research. With the growing availability of large-scale well-documented academic profiles and career trajectories, scholarly interest in career success has been reinvigorated, which has emerged to be an active research domain called the Science of Science (i.e., SciSci). In this study, we adopt an innovative dynamic perspective to examine how individual and social factors will influence career success over time. We propose ACSeeker, an interactive visual analytics approach to explore the potential factors of success and how the influence of multiple factors changes at different stages of academic careers. We first applied a Multi-factor Impact Analysis framework to estimate the effect of different factors on academic career success over time. We then developed a visual analytics system to understand the dynamic effects interactively. A novel timeline is designed to reveal and compare the factor impacts based on the whole population. A customized career line showing the individual career development is provided to allow a detailed inspection. To validate the effectiveness and usability of ACSeeker, we report two case studies and interviews with a social scientist and general researchers.