engleski

Low-cost real-time monitoring of public opinion using readers' comments on news web portals

Public opinion is arguably among the most ubiquitous and important concepts not just in political theory, media studies and marketing but also in everyday public discourse. The work first demonstrates that the number of people involved in commenting media reports posted on news Internet portals is significant in the sense that they can indeed be taken as representative of the 'general population'. Further it argues that already from the pure quantitative parameters a number of conclusions regarding public opinion on particular topics can be drawn, and in a fraction of cost that traditional methods would take and at practically no cost once the software implementing analytic methodology is set up. Finally, the advanced possibilities offered by the content analysis of the readers’ comments are discussed as a way to draw much richer and deeper information regarding long-term trends as well as very detailed insights into causes of public opinion shifts on particular issues.

Public opinion

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