The Challenge of Audience Research on Web 2.0: The Possibilities, Problems and Perspectives of Sentiment Analysis

Romana Andò (Sapienza University of Rome, Italy)

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DOI: 10.4018/978-1-61350-338-6.ch004

Source title: Networked Sociability and Individualism: Technology for Personal and Professional Relationships

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MLA

Andò, Romana. "The Challenge of Audience Research on Web 2.0: The Possibilities, Problems and Perspectives of Sentiment Analysis." Networked Sociability and Individualism: Technology for Personal and Professional Relationships. IGI Global, 2012. 63-77. Web. 18 May. 2013. doi:10.4018/978-1-61350-338-6.ch004

APA

Andò, R. (2012). The Challenge of Audience Research on Web 2.0: The Possibilities, Problems and Perspectives of Sentiment Analysis. In F. Comunello (Ed.), Networked Sociability and Individualism: Technology for Personal and Professional Relationships (pp. 63-77). Hershey, PA: Information Science Reference. doi:10.4018/978-1-61350-338-6.ch004

Chicago

Andò, Romana. "The Challenge of Audience Research on Web 2.0: The Possibilities, Problems and Perspectives of Sentiment Analysis." In Networked Sociability and Individualism: Technology for Personal and Professional Relationships, ed. Francesca Comunello, 63-77 (2012), accessed May 18, 2013. doi:10.4018/978-1-61350-338-6.ch004

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Abstract

One of the latest developments in audience research deals with the analysis of the views and opinions that individuals express in the social media web, where audiences share videos, comments, and grassroots productions about media contents. The wealth of information available on the web, the power of world of mouth, the relevance of phenomena such as blogs, microblogs, and social network sites, combined with the urgent need to monitor, control, and predict audience behavior has led empirical research – both academic and market-driven – to exhibit a renewed interest in quantitative research, with the aim of transforming the depth of content and the interpretative frames produced by audiences in standardized search categories. The aim of this chapter is, therefore, to reflect on sentiment analysis and its applications to the social web, reflecting on the opportunity to apply the instrument to media audiences, considering the context of the research, the critical issues relating to this approach, and the perspectives which relate to quantitative study.

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