Public Perception of the Brain-Computer Interface Based on a Decade of Data on X: Mixed Methods Study.

Background: Given the recent evolution and achievements in brain-computer interface (BCI) technologies, understanding public perception and sentiments toward such novel technologies is important for guiding their communication strategies in marketing and education. Objective: This study aims to explore the public perception of BCI technology by examining posts on X (formerly known as Twitter) using natural language processing (NLP) methods. Methods: A mixed methods study was conducted on BCI-related posts from January 2010 to December 2021. The dataset included 65,340 posts from 38,962 unique users. This dataset was subject to a detailed NLP analysis including VADER, TextBlob, and NRCLex libraries, focusing on quantifying the sentiment (positive, neutral, and negative), the degree of subjectivity, and the range of emotions expressed in the posts. The temporal dynamics of sentiments were examined using the Mann-Kendall trend test to identify significant trends or shifts in public interest over time, based on monthly incidence. We used the Sentiment.ai tool to infer users' demographics by matching predefined attributes in users' profile biographies to certain demographic groups. We used the BERTopic tool for semantic understanding of discussions related to BCI. Results: The analysis showed a significant rise in BCI discussions in 2017, coinciding with Elon Musk's announcement of Neuralink. Sentiment analysis revealed that 59.38% (38,804/65,340) of posts were neutral, 32.75% (21,404/65,340) were positive, and 7.85% (5132/65,340) were negative. The average polarity score demonstrated a generally positive trend over the course of the study (Mann-Kendall Statistic=0.266; τ=0.266; P<.001). Most posts were objective (50,847/65,340, 77.81%), with a smaller proportion being subjective (14,393/65,340, 22.02%). Biographic analysis showed that the "broadcasting" group contributed the most to BCI discussions (17,803/58,030, 30.67%), while the "scientific" group, contributing 27.58% (n=16,005), had the highest overall engagement metrics. The emotional analysis identified anticipation (score = 10,802/52,618, 20.52%), trust (score=9244/52,618, 17.56%), and fear (score=7344/52,618, 13.95%) as the most prominent emotions in BCI discussions. Key topics included Neuralink and Elon Musk, practical applications of BCIs, and the potential for gamification. Conclusions: This NLP-assisted study provides a decade-long analysis of public perception of BCI technology based on data from X. Overall, sentiments were neutral yet cautiously apprehensive, with anticipation, trust, and fear as the dominant emotions. The presence of fear underscores the need to address ethical concerns, particularly around data privacy, safety, and transparency. Transparent communication and ethical considerations are essential for building public trust and reducing apprehension. Influential figures and positive clinical outcomes, such as advancements in neuroprosthetics, could enhance favorable perceptions. The gamification of BCI, particularly in gaming and entertainment, also offers potential for wider public engagement and adoption. However, public perceptions on X may differ from other platforms, affecting the broader interpretation of results. Despite these limitations, the findings provide valuable insights for guiding future BCI developments, policy making, and communication strategies.