Misc

Sentiment Scale Reveals Which Words Pack the Most Punch

Published

5 years ago

November 3, 2018

Nick Routley

For world leaders, journalists, CEOs, or anyone who has ever had to explain a dicey report card, word selection can have an enormous impact on how a message is perceived.

Does it make any difference whether a presentation went quite good versus pretty good, or if an earnings report is described as awful versus poor? According to a new survey from YouGov, word sentiment isn’t as cut-and-dry as one would expect.

The United States of Sentiment

Certain words more precisely communicate positive and negative feelings.

Interestingly, very bad edges out words like abysmal and dreadful as the most conclusively negative phrase for those survey respondents based in the United States.

Sentiment scale for U.S. poll

On the positive end of the spectrum, perfect was most conclusively positive term.

Effective Words: U.K. Edition

The version of the survey conducted in the United Kingdom reveals interesting differences in how words are perceived.

Word sentiment UK version

In the U.K. visualization, words have a more defined “hump”, meaning that people tended to agreed on where each word fell on the 10-point scale. As well, there appears to be more mutually agreed upon nuance. The U.S. results showed less agreement on words that weren’t on the extreme ends of the sentiment spectrum.

In both regions, the word average was nearly dead-center on the graph and had the highest percentage of people agreeing on its score.

Quantifying Language

It’s human nature to attempt to tame complexity and bring order to chaos. Language, with its fluidity and openness to interpretation, has always presented a tempting challenge.

To this end, researchers have developed lists that ascribe a sentiment score to specific words. Using data mining techniques, it’s possible to gauge the tone of a piece of writing.

One compelling example of this is a project by data analyst, Susan Li, who ran a sentiment analysis on Warren Buffett’s annual shareholder letters, and found that the majority of the letters had a positive tone.

buffett letters sentiment analysis

The one outlier? 2001, which was a challenging year for a number of reasons.

As these techniques continue to evolve, we are likely to better understand why one person’s abysmal is another person’s very bad.

Related Topics:language semantics linguistics sentiment analysis

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Politics

How Much Do Americans Trust the Media?

Media trust among Americans has reached its lowest point since Trump won the 2016 presidential election.

Published

2 days ago

December 2, 2023

Bruno Venditti

How Much Do Americans Trust the Media?

Media trust among Americans has reached its lowest point in six years.

Gallup began its survey on media trust in 1972, repeating it in 1974 and 1976. After a long period, the public opinion firm restarted the polls in 1997 and has asked Americans about their confidence level in the mass media—newspapers, TV, and radio—almost every year since then.

The above graphic illustrates Gallup’s latest poll results, conducted in September 2023.

Americans’ Trust in Mass Media, 1972-2023

Americans’ confidence in the mass media has sharply declined over the last few decades.

Trust in the mass media	% Great deal/Fair amount	% Not very much	% None at all
1972	68	24	6
1974	69	21	8
1976	72	22	4
1997	53	31	15
1998	55	35	9
1999	55	34	11
2000	51	37	12
2001	53	33	14
2002	54	35	11
2003	54	35	11
2004	44	39	16
2005	50	37	12
2007	47	35	17
2008	43	35	21
2009	45	37	18
2010	43	36	21
2011	44	36	19
2012	40	39	21
2013	44	33	22
2014	40	36	24
2015	40	36	24
2016	32	41	27
2017	41	29	29
2018	45	30	24
2019	41	30	28
2020	40	27	33
2021	36	29	34
2022	34	28	38
2023	32	29	39

In 2016, the number of respondents trusting media outlets fell below the tally of those who didn’t trust the media at all. This is the first time that has happened in the poll’s history.

That year was marked by sharp criticism of the media from then-presidential candidate Donald Trump.

In 2017, the use of the term ‘fake news’ rose by 365% on social media, and the term was named the word of the year by dictionary publisher Collins.

The Lack of Faith in Institutions and Social Media

Although there’s no single reason to explain the decline of trust in the traditional media, some studies point to potential drivers.

According to Michael Schudson, a sociologist and historian of the news media and a professor at the Columbia Journalism School, in the 1970s, faith in institutions like the White House or Congress began to decline, consequently impacting confidence in the media.

“That may have been a necessary corrective to a sense of complacency that had been creeping in—among the public and the news media—that allowed perhaps too much trust: we accepted President Eisenhower’s lies about the U-2 spy plane, President Kennedy’s lies about the ‘missile gap,’ President Johnson’s lies about the war in Vietnam, President Nixon’s lies about Watergate,”
Michael Schudson – Columbia Journalism School

More recently, the internet and social media have significantly changed how people consume media. The rise of platforms such as X/Twitter and Facebook have also disrupted the traditional media status quo.

Partisans’ Trust in Mass Media

Historically, Democrats have expressed more confidence in the media than Republicans.

Democrats’ trust, however, has fallen 12 points over the past year to 58%, compared with 11% among Republicans and 29% among independents.

How-Much-Do-Americans-Trust-the-Media

According to Gallup, Republicans’ low confidence in the media has little room to worsen, but Democrat confidence could still deteriorate and bring the overall national reading down further.

The poll also shows that young Democrats have less confidence in the media than older Democrats, while Republicans are less varied in their views by age group.