Sentiment Analysis for Political Campaigns & Election Management
Sentiment analysis is the subjective study of expressions in emotions, opinions, appraisals, or attitudes inclined towards a respective person, topic, or entity. The term can be categorized as neutral, positive, or negative; In modern times, strong emphasis is laid on the importance of Social Media rather than traditional means for analyzing election and political campaign strategies.
According to experts, social media insights can forecast the result and effectiveness of political campaigns. The effective use of sentiment analysis through proper methodology is a matter of discussion in this regard.
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Sentiment Analysis for Political Campaigns
The 360-degree change in the digital ecosystem has also changed how political campaigning messages and communication are delivered through social media. This has also changed the way how voters and politicians interact nowadays.
Social Media platforms such as Twitter, YouTube, and Facebook play an impactful role in the political domain. According to experts, online political participation in political campaigning events and protests will become more active.
The prospect and use of social media in politics is broadly the study concerning voting, presidential elections, and political discourses.
Sentiment analysis is used to identify whether a communication message has a neutral, harmful, or positive context.
In text analysis, Machine Learning (MI) and Natural Language Processing (NLP) technologies are integrated to assign sentiment scores to the categories, entities, or topics enclosed within a phrase.
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Sentiment Analysis for Election Management
Data Analysts’ job is to leverage sentiment analysis’s power to extract information for research and branding purposes. Sentiment analysis also helps in understanding the customers’ behavior and therefore supports the process of customer experience enhancement.
Companies that use data usually integrate third-party sentiment analysis API into their digital infrastructure to obtain genuine consumer insights.
For instance, using emojis and emoticons on political and social media posts has become very important to grab the eyeballs of online users.
This acts as a solid form of online communication. Emoticons and emoji act as quasi-nonverbal cues regarding political communication.
Other factors, such as location, age, and gender, also impact the usage and interpretation of emojis and emoticons.
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Sentiment Analysis for Political Strategy
Social media use for political campaigning can result in either a negative or a positive correlation. It was found that lower commenting levels were done concerning the official Brexit referendum campaign, and a positive correlation was established between online participation and political interest on social media.
Nevertheless, the negative and reverse impacts occurred at the time of voting. In another example, in 2014, social media posts with positive emojis and emoticons showcased by respective parties in Spanish Politics received adverse user reactions.
Sentiment analysis can be determined under positive, neutral, and negative scores. In the 2012 U.S. presidential elections, it was found that sentiments are nothing but the reflection of the current public mood.
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Sentiment Analysis for Election Strategy
The first and foremost step to identifying the sentiments is categorizing the expressions as neutral, positive, or negative. Social media has various kinds of emojis and emoticons.
Some of the social media emoticons showcase “like” and “love,” while others are the depiction of “anger” and “frustration.” And some of the social media emojis are neutral, which includes emoticons with sentiments of “laughter” and “Wow” effect.
The effective use of social media for political campaigns has now been broadly studied for better results. In addition, many experts have shown the impact of social media platforms such as YouTube, Facebook, and Twitter in planning effective political campaigns.
However, some have also argued and questioned the use of such technologies to change voters’ perceptions and planning of effective political campaigning strategies.
In recent times, sentiment analysis has opened new doors in understanding the relationship between voters’ behavior and social media technology.
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Conclusion
The effective use of sentiment analysis is bound to help and guide businesses and business owners to gain a competitive edge over their competitors. To recognize and understand customers’ preferences, sentiment analysis in text identification and opinion mining can be intelligently used by marketers.
It is noted that the study of the data collected from the users’ responses in the form of tweets, posts, comments, and feedback is known as sentiment analysis.
Nowadays, business organizations and marketers are pursuing this sentiment analysis process to stay ahead of the competition and grow their businesses.
Social media has become a norm in everyone’s daily life; therefore, companies use this platform as a communication channel to improve business and customer service.
The primary benefit of sentiment analysis is its ability to gauge the customers’ emotions, thoughts, and opinions about a brand.
The other key benefits of sentiment analysis include discovering brand-new marketing strategies, creating quality products, optimizing media opinions, increasing sales, and managing crises.
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