Shame and pride are social emotions expressed across cultures to motivate and regulate people’s thoughts, feelings, and behaviors. In this paper, we introduce the first cross-cultural dataset of over 10k shame/pride-related expressions with underlying social expectations from ~5.4K Bollywood and Hollywood movies. We examine *how* and *why* shame and pride are expressed across cultures using a blend of psychology-informed language analysis combined with large language models. We find significant cross-cultural differences in shame and pride expression aligning with known cultural tendencies of the USA and India – e.g., in Hollywood, shame-expressions predominantly discuss *self* whereas shame is expressed toward *others* in Bollywood. Women are more sanctioned across cultures and for violating similar social expectations.

Cultural variation exists between nations (e.g., the United States vs. China), but also within regions (e.g., California vs. Texas, Los Angeles vs. San Francisco). Measuring this regional cultural variation can illuminate how and why people think and behave differently. Historically, it has been difficult to computationally model cultural variation due to a lack of training data and scalability constraints. In this work, we introduce a new research problem for the NLP community: How do we measure variation in cultural constructs across regions using language? We then provide a scalable solution: building knowledge-guided lexica to model cultural variation, encouraging future work at the intersection of NLP and cultural understanding. We also highlight modern LLMs’ failure to measure cultural variation or generate culturally varied language.

Understanding how styles differ across languages is advantageous for training both humans and computers to generate culturally appropriate text. We introduce an explanation framework to extract stylistic differences from multilingual LMs and compare styles across languages. Our framework (1) generates comprehensive style lexica in any language and (2) consolidates feature importances from LMs into comparable lexical categories. We apply this framework to compare politeness, creating the first holistic multilingual politeness dataset and exploring how politeness varies across four languages. Our approach enables an effective evaluation of how distinct linguistic categories contribute to stylistic variations and provides interpretable insights into how people communicate differently around the world.

Emotions are experienced and expressed differently across the world. In order to use Large Language Models (LMs) for multilingual tasks that require emotional sensitivity, LMs must reflect this cultural variation in emotion. In this study, we investigate whether the widely-used multilingual LMs in 2023 reflect differences in emotional expressions across cultures and languages. We find that embeddings obtained from LMs (e.g., XLM-RoBERTa) are Anglocentric, and generative LMs (e.g., ChatGPT) reflect Western norms, even when responding to prompts in other languages. Our results show that multilingual LMs do not successfully learn the culturally appropriate nuances of emotion and we highlight possible research directions towards correcting this.