Memetic suggestions: A comparative sentiment analysis of
multimodal and textual posts

k 2024

Memetic suggestions: A comparative sentiment analysis of multimodal and textual posts

HALLOVÁ, Jana

Základní údaje

Originální název

Memetic suggestions: A comparative sentiment analysis of multimodal and textual posts

Autoři

HALLOVÁ, Jana

Vydání

Anglophonia 2024: Forking Paths; International Student Conference in English Studies; 16.-18.5. 2024, Zagreb, Croatia, 2024

Další údaje

Jazyk

angličtina

Typ výsledku

Prezentace na konferencích

Obor

60203 Linguistics

Stát vydavatele

Chorvatsko

Utajení

není předmětem státního či obchodního tajemství

Odkazy

stránka konference

Organizační jednotka

Filozofická fakulta

Klíčová slova anglicky

social media, sentiment analysis, memes, representation

Příznaky

Mezinárodní význam

Změněno: 24. 5. 2024 16:20, Mgr. Bc. Jana Hallová

Anotace

V originále

This linguistic study focuses on the use of memes on social media and their utilization in the posters’ representation and the reception they receive. The study looks at social media posts regarding certain polarizing topics – both textual and memetic – and, using sentiment analysis, determines the answer to the question: Does usage of memetic elements improve the sentiments of the audience towards the more positive? The research takes into account a number of posts gathered from social media platforms, such as Facebook and X, and compares pairs by the same poster on the same topic in order to retain a similar baseline of presumed popularity of the contribution. The study then looks into how these pairs (of which one is textual and one memetic) are perceived by the public – if the memetic element evokes more positive responses than the textual one. A sample size of the reactions to these posts are subjected to sentiment analysis using both artificial intelligence tools and subsequent manual qualitative evaluation of the post by the author regarding its contextual cues and accuracy of the AI’s determined sentiment. The overall sentiment values, extracted from a few such pairs of posts, then portray whether the tactic of using memetic elements to engage the crowd and skew the opinion of polarizing topics is successful in these instances. By a mixed qualitative and quantitative examination of the data, the project gives insight into representation manipulation on social media and the power of memetic elements as communication units in digital environments. The study thus observes how the paths of textual and multimodal communication diverge in their effects on the audience and draws conclusions from the results.

Návaznosti

MUNI/A/1328/2023, interní kód MU

Název: Jazyk, literatura a kultura v anglofonních kontextech I

Investor: Masarykova univerzita, Jazyk, literatura a kultura v anglofonních kontextech I

Citovat

HALLOVÁ, Jana. Memetic suggestions: A comparative sentiment analysis of multimodal and textual posts. In Anglophonia 2024: Forking Paths; International Student Conference in English Studies; 16.-18.5. 2024, Zagreb, Croatia. 2024.

@proceedings{2404137,
   author = {Hallová, Jana},
   booktitle = {Anglophonia 2024: Forking Paths; International Student Conference in English Studies; 16.-18.5. 2024, Zagreb, Croatia},
   keywords = {social media, sentiment analysis, memes, representation},
   language = {eng},
   title = {Memetic suggestions: A comparative sentiment analysis of multimodal and textual posts},
   url = {https://anglophonia.ffzg.unizg.hr/},
   year = {2024}
}

TY  - CONF
ID  - 2404137
AU  - Hallová, Jana
PY  - 2024
TI  - Memetic suggestions: A comparative sentiment analysis of multimodal and textual posts
KW  - social media, sentiment analysis, memes, representation
UR  - https://anglophonia.ffzg.unizg.hr/
N2  - This linguistic study focuses on the use of memes on social media and their utilization in the posters’ representation and the reception they receive. The study looks at social media posts regarding certain polarizing topics – both textual and memetic – and, using sentiment analysis, determines the answer to the question: Does usage of memetic elements improve the sentiments of the audience towards the more positive? The research takes into account a number of posts gathered from social media platforms, such as Facebook and X, and compares pairs by the same poster on the same topic in order to retain a similar baseline of presumed popularity of the contribution. The study then looks into how these pairs (of which one is textual and one memetic) are perceived by the public – if the memetic element evokes more positive responses than the textual one. A sample size of the reactions to these posts are subjected to sentiment analysis using both artificial intelligence tools and subsequent manual qualitative evaluation of the post by the author regarding its contextual cues and accuracy of the AI’s determined sentiment. The overall sentiment values, extracted from a few such pairs of posts, then portray whether the tactic of using memetic elements to engage the crowd and skew the opinion of polarizing topics is successful in these instances. By a mixed qualitative and quantitative examination of the data, the project gives insight into representation manipulation on social media and the power of memetic elements as communication units in digital environments. The study thus observes how the paths of textual and multimodal communication diverge in their effects on the audience and draws conclusions from the results.
ER  -

HALLOVÁ, Jana. Memetic suggestions: A comparative sentiment analysis of multimodal and textual posts. In \textit{Anglophonia 2024: Forking Paths; International Student Conference in English Studies; 16.-18.5. 2024, Zagreb, Croatia}. 2024.

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