Sentiment analysis of privacy issues in the digital era using the naïve bayes method

Abstrak

The development of information technology has triggered public concern about data privacy issues, especially on social media such as X (formerly Twitter). The rampant leaks of personal data have driven the need for a deeper understanding of public opinion. This study aims to analyze public sentiment towards data privacy issues by applying the Naïve Bayes algorithm. The formulation of the problem includes how the public perceives data privacy, how the algorithm performs in classifying sentiment, and how the evaluation results of the model used are. This study uses a quantitative method with a text mining and machine learning approach. Data were taken through crawling techniques on 1,500 tweets related to data privacy. The pre-processing stages were carried out through cleaning, tokenizing, normalization, stopword removal, and stemming. Furthermore, the data was labeled using the InsetLexicon dictionary and weighted using the TF-IDF method. The classification model was built using the Naïve Bayes algorithm and evaluated using accuracy, precision, recall, and f1-score metrics. The results showed that the majority of public opinion on data privacy issues was negative, reflecting concerns over the weak protection of personal data. The Naïve Bayes model performed quite well in sentiment classification. This research is useful in providing insight to the government and digital service providers in developing data protection policies that are more responsive to public opinion.