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Evaluating Social Media Reach via Mainstream Media Discourse

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Himarsha Jayanetti
Himarsha Jayanetti

Slides created for the ODU Computer Science PhD gathering held on November 14, 2023.

1 of 17
Evaluating Social Media Reach via Mainstream Media Discourse Advisors: Dr. Michele C. Weigle and Dr. Michael L. Nelson Web Science & Digital Libraries Research Group Old Dominion University, Norfolk VA, USA @WebSciDL, @oducs Presented By: Himarsha R. Jayanetti @HimarshaJ 1 ODU Computer Science PhD Gathering, November 14, 2023
@HimarshaJ @WebSciDL PhD Gathering, Fall 2023 About Me Schoolattended Devi Balika Vidyalaya, Colombo, Sri Lanka Ordinary Level Examination, 2009 & Advanced Level Examination, 2012 Jan, 2004 - Aug, 2012 2 Bachelor of Engineering Gujarat Technological University, Ahmedabad, Gujarat, India Aug, 2013 - Mar, 2017 NetworkEngineer Exetel Telecommunications (Pvt) Ltd, Colombo, Sri Lanka Jul, 2017 - Jul, 2019 Master’s in ComputerScience Old Dominion University, Norfolk, USA Aug, 2019 - May, 2023 PhD in Computer Science Old Dominion University, Norfolk, USA Aug, 2020 - Present https://ws-dl.blogspot.com/2020/01/2020-01-01-himarsha-jayanetti-computer.html
@HimarshaJ @WebSciDL PhD Gathering, Fall 2023 Current Status in the PhD Program https://ws-dl.blogspot.com/2023/06/2023-06-15-milestone-achieved.html 3 ● Fall 2019: Joined ODU as an MS (thesis) student in CS. Advisors: Dr. Weigle and Dr. Nelson ● Fall 2020: Enrolled in the ODU PhD program in CS. Advisors: Dr. Weigle and Dr. Nelson ● Spring 2022: Completed PhD breadth course requirements. ● Spring 2023: Defended my MS thesis and completed my PhD candidacy requirements. WS-DL PhD Crush Board
@HimarshaJ @WebSciDL PhD Gathering, Fall 2023 Many Studies Assess the Impact of Social Media - but They Are Platform-bound 4
@HimarshaJ @WebSciDL PhD Gathering, Fall 2023 Research Exists Examining the Dynamics of Cross-platform Posting 5
@HimarshaJ @WebSciDL PhD Gathering, Fall 2023 TV Provides Reach Beyond Social Media Subscribers 6 https://truthsocial.com/@realDonaldTrump/posts/110833185720203438 https://archive.org/details/MSNBCW_20230808_010000_ The_Rachel_Maddow_Show/start/1980/end/2040 @realDonaldTrump post on Truth Social The same post on MSNBC’s The Rachel Maddow Show ● Truth Social - 2M monthly active users (as of Sep, 2023) ● As of Nov 13, 2023, ○ @realDonaldTrump - 6.48M Followers ○ Post - 17k ReTruths and 49.9k Likes ● MSNBC - 1.22M average primetime viewers (as of Sep, 2023) ● The Rachel Maddow Show - 3.9M viewers (as of Aug, 2023)
@HimarshaJ @WebSciDL PhD Gathering, Fall 2023 Internet Archive TV News Offers Access to Clips From 2.61M US Broadcast Shows Dating Back to 2009 7 https://archive.org/details/tv https://archive.org/details/tv?q=“truth%20social” We have the ability to query the clips using closed captions!
@HimarshaJ @WebSciDL PhD Gathering, Fall 2023 Social Media Can Be Mentioned in Mainstream News Media Across Various Contexts 8 Stories ABOUT social media Using social media posts for EVIDENCE/CONTEXT And others, like mentioning social media in passing and interactive campaigns!
@HimarshaJ @WebSciDL PhD Gathering, Fall 2023 9 https://en.wikipedia.org/wiki/2023_Bud_Light_boycott Where Do Some of These Mentions Fall on the Spectrum? 2023 Bud Light Boycott https://www.instagram.com/p/CqgTftujqZc/ ● Dylan Mulvaney, a TikTok personality, who identifies as a transgender woman. ● She promoted the Bud Light beer brand in a sponsored video in Instagram
@HimarshaJ @WebSciDL PhD Gathering, Fall 2023 10 Display of Social Media Post on Screen Without Verbal Commentary From the Anchor ● Social media screenshot is up on the screen. However, the platform name is not explicitly mentioned by the anchor during the news reporting. ● Only visual cue, unable to detect this easily just by using closed captions Truth Social Twitter/X
@HimarshaJ @WebSciDL PhD Gathering, Fall 2023 11 Blue Sky is → Blue Skies is TikTok → tick, tock Errors in Closed Captions May Result in Words Conveying Different Meanings
@HimarshaJ @WebSciDL PhD Gathering, Fall 2023 12 Logo is a Huge Clue, but Not Always! A TikTok video on screen, but the logo of TikTok is not on the screen Twitter/X screenshot is posted on Instagram, both the Twitter/X logo as well as the Instagram logo is present on the screen
@HimarshaJ @WebSciDL PhD Gathering, Fall 2023 13 Current Progress and Next Steps ● Building a gold standard dataset by manually watching the shows: ○ A random day - Monday, September 18, 2023 ○ Annotated primetime (8:00 PM-11:00 PM) shows on both MSNBC and FOX NEWS ○ Annotated evening news shows on the Big Three (NBC, CBS, and ABC). ○ https://docs.google.com/spreadsheets/d/1XiQFWi1pXyELtR5kymnFtspaDAXyI9iqeJ2A3ZN-je4/edit?usp=sharing ● Documenting the insights gained from building the dataset: ○ Different types of corner cases with examples ○ https://docs.google.com/document/d/1XRTkyLAhNTbESyUYaUpRBy6-WNeCWPUxgQCVEyRLv2A/edit?usp=sharing ● Automating the process of identifying the social media mentions on TV news. ○ Through closed captions ○ Through video ■ Obtaining images from news video clips by using tools like TV Visual Explorer ■ OCR on images to obtain on screen text ■ Object detection - such as social media screenshots and logos ● Identifying metrics to quantify the social media coverage on TV news ○ https://docs.google.com/spreadsheets/d/1YjScR6fAKzMsRZEr4VtlAu3NMBRNhmHADaCXXLFUKPs/edit?usp=sharin g
@HimarshaJ @WebSciDL PhD Gathering, Fall 2023 Key Takeaways ● Evaluating social media reach via mainstream media discourse. ● Internet Archive’s TV News Archive offers access to clips from 2.61M US broadcast shows dating back to 2009 which can be queries using closed captions. ● Challenges: ○ Many types of social media mentions are available - about social media, as evidence or to provide more context, & etc. ○ It is difficult to categorize some of the mentions of social media. ○ Sometimes there is only visual cues to a social media mention so it makes it challenging to detect these by only using closed captions. ○ There can be errors in closed captions. ○ While logo is a huge clue in detecting social media screenshots on TV news, it may not always be the case. 14 Stories ABOUT social media Using social media posts for EVIDENCE/CONTEXT Internet Archive’s TV News Archive allows querying the clips using closed captions! Blue Sky is → Blue Skies is TikTok → tick, tock
@HimarshaJ @WebSciDL PhD Gathering, Fall 2023 15 Backup Slides
@HimarshaJ @WebSciDL PhD Gathering, Fall 2023 What Types of Data Do We Currently Have Access to? 16 Clips from U.S. broadcast shows (Internet Archive) Clips (60 secs each) from 2,610,000 U.S. broadcast shows since 2009 Images of TV news every 4 seconds (GDELT) Full resolution screen capture of a single frame taken every 4 seconds throughout the entire course of the broadcast. Closed captions (Internet Archive) Closed captions for each clip throughout the entire course of the broadcast. TV News chyrons (Internet Archive) The Third Eye API OCR the lower third of the TV screen to obtain the text for TV news chyrons
@HimarshaJ @WebSciDL PhD Gathering, Fall 2023 TV Visual Explorer 17 https://api.gdeltproject.org/api/v2/tvv/tvv?id=MSNBCW_20230919_000000_All_In_With_Chris_Hayes

More Related Content

Evaluating Social Media Reach via Mainstream Media Discourse

  • 1. Evaluating Social Media Reach via Mainstream Media Discourse Advisors: Dr. Michele C. Weigle and Dr. Michael L. Nelson Web Science & Digital Libraries Research Group Old Dominion University, Norfolk VA, USA @WebSciDL, @oducs Presented By: Himarsha R. Jayanetti @HimarshaJ 1 ODU Computer Science PhD Gathering, November 14, 2023
  • 2. @HimarshaJ @WebSciDL PhD Gathering, Fall 2023 About Me Schoolattended Devi Balika Vidyalaya, Colombo, Sri Lanka Ordinary Level Examination, 2009 & Advanced Level Examination, 2012 Jan, 2004 - Aug, 2012 2 Bachelor of Engineering Gujarat Technological University, Ahmedabad, Gujarat, India Aug, 2013 - Mar, 2017 NetworkEngineer Exetel Telecommunications (Pvt) Ltd, Colombo, Sri Lanka Jul, 2017 - Jul, 2019 Master’s in ComputerScience Old Dominion University, Norfolk, USA Aug, 2019 - May, 2023 PhD in Computer Science Old Dominion University, Norfolk, USA Aug, 2020 - Present https://ws-dl.blogspot.com/2020/01/2020-01-01-himarsha-jayanetti-computer.html
  • 3. @HimarshaJ @WebSciDL PhD Gathering, Fall 2023 Current Status in the PhD Program https://ws-dl.blogspot.com/2023/06/2023-06-15-milestone-achieved.html 3 ● Fall 2019: Joined ODU as an MS (thesis) student in CS. Advisors: Dr. Weigle and Dr. Nelson ● Fall 2020: Enrolled in the ODU PhD program in CS. Advisors: Dr. Weigle and Dr. Nelson ● Spring 2022: Completed PhD breadth course requirements. ● Spring 2023: Defended my MS thesis and completed my PhD candidacy requirements. WS-DL PhD Crush Board
  • 4. @HimarshaJ @WebSciDL PhD Gathering, Fall 2023 Many Studies Assess the Impact of Social Media - but They Are Platform-bound 4
  • 5. @HimarshaJ @WebSciDL PhD Gathering, Fall 2023 Research Exists Examining the Dynamics of Cross-platform Posting 5
  • 6. @HimarshaJ @WebSciDL PhD Gathering, Fall 2023 TV Provides Reach Beyond Social Media Subscribers 6 https://truthsocial.com/@realDonaldTrump/posts/110833185720203438 https://archive.org/details/MSNBCW_20230808_010000_ The_Rachel_Maddow_Show/start/1980/end/2040 @realDonaldTrump post on Truth Social The same post on MSNBC’s The Rachel Maddow Show ● Truth Social - 2M monthly active users (as of Sep, 2023) ● As of Nov 13, 2023, ○ @realDonaldTrump - 6.48M Followers ○ Post - 17k ReTruths and 49.9k Likes ● MSNBC - 1.22M average primetime viewers (as of Sep, 2023) ● The Rachel Maddow Show - 3.9M viewers (as of Aug, 2023)
  • 7. @HimarshaJ @WebSciDL PhD Gathering, Fall 2023 Internet Archive TV News Offers Access to Clips From 2.61M US Broadcast Shows Dating Back to 2009 7 https://archive.org/details/tv https://archive.org/details/tv?q=“truth%20social” We have the ability to query the clips using closed captions!
  • 8. @HimarshaJ @WebSciDL PhD Gathering, Fall 2023 Social Media Can Be Mentioned in Mainstream News Media Across Various Contexts 8 Stories ABOUT social media Using social media posts for EVIDENCE/CONTEXT And others, like mentioning social media in passing and interactive campaigns!
  • 9. @HimarshaJ @WebSciDL PhD Gathering, Fall 2023 9 https://en.wikipedia.org/wiki/2023_Bud_Light_boycott Where Do Some of These Mentions Fall on the Spectrum? 2023 Bud Light Boycott https://www.instagram.com/p/CqgTftujqZc/ ● Dylan Mulvaney, a TikTok personality, who identifies as a transgender woman. ● She promoted the Bud Light beer brand in a sponsored video in Instagram
  • 10. @HimarshaJ @WebSciDL PhD Gathering, Fall 2023 10 Display of Social Media Post on Screen Without Verbal Commentary From the Anchor ● Social media screenshot is up on the screen. However, the platform name is not explicitly mentioned by the anchor during the news reporting. ● Only visual cue, unable to detect this easily just by using closed captions Truth Social Twitter/X
  • 11. @HimarshaJ @WebSciDL PhD Gathering, Fall 2023 11 Blue Sky is → Blue Skies is TikTok → tick, tock Errors in Closed Captions May Result in Words Conveying Different Meanings
  • 12. @HimarshaJ @WebSciDL PhD Gathering, Fall 2023 12 Logo is a Huge Clue, but Not Always! A TikTok video on screen, but the logo of TikTok is not on the screen Twitter/X screenshot is posted on Instagram, both the Twitter/X logo as well as the Instagram logo is present on the screen
  • 13. @HimarshaJ @WebSciDL PhD Gathering, Fall 2023 13 Current Progress and Next Steps ● Building a gold standard dataset by manually watching the shows: ○ A random day - Monday, September 18, 2023 ○ Annotated primetime (8:00 PM-11:00 PM) shows on both MSNBC and FOX NEWS ○ Annotated evening news shows on the Big Three (NBC, CBS, and ABC). ○ https://docs.google.com/spreadsheets/d/1XiQFWi1pXyELtR5kymnFtspaDAXyI9iqeJ2A3ZN-je4/edit?usp=sharing ● Documenting the insights gained from building the dataset: ○ Different types of corner cases with examples ○ https://docs.google.com/document/d/1XRTkyLAhNTbESyUYaUpRBy6-WNeCWPUxgQCVEyRLv2A/edit?usp=sharing ● Automating the process of identifying the social media mentions on TV news. ○ Through closed captions ○ Through video ■ Obtaining images from news video clips by using tools like TV Visual Explorer ■ OCR on images to obtain on screen text ■ Object detection - such as social media screenshots and logos ● Identifying metrics to quantify the social media coverage on TV news ○ https://docs.google.com/spreadsheets/d/1YjScR6fAKzMsRZEr4VtlAu3NMBRNhmHADaCXXLFUKPs/edit?usp=sharin g
  • 14. @HimarshaJ @WebSciDL PhD Gathering, Fall 2023 Key Takeaways ● Evaluating social media reach via mainstream media discourse. ● Internet Archive’s TV News Archive offers access to clips from 2.61M US broadcast shows dating back to 2009 which can be queries using closed captions. ● Challenges: ○ Many types of social media mentions are available - about social media, as evidence or to provide more context, & etc. ○ It is difficult to categorize some of the mentions of social media. ○ Sometimes there is only visual cues to a social media mention so it makes it challenging to detect these by only using closed captions. ○ There can be errors in closed captions. ○ While logo is a huge clue in detecting social media screenshots on TV news, it may not always be the case. 14 Stories ABOUT social media Using social media posts for EVIDENCE/CONTEXT Internet Archive’s TV News Archive allows querying the clips using closed captions! Blue Sky is → Blue Skies is TikTok → tick, tock
  • 15. @HimarshaJ @WebSciDL PhD Gathering, Fall 2023 15 Backup Slides
  • 16. @HimarshaJ @WebSciDL PhD Gathering, Fall 2023 What Types of Data Do We Currently Have Access to? 16 Clips from U.S. broadcast shows (Internet Archive) Clips (60 secs each) from 2,610,000 U.S. broadcast shows since 2009 Images of TV news every 4 seconds (GDELT) Full resolution screen capture of a single frame taken every 4 seconds throughout the entire course of the broadcast. Closed captions (Internet Archive) Closed captions for each clip throughout the entire course of the broadcast. TV News chyrons (Internet Archive) The Third Eye API OCR the lower third of the TV screen to obtain the text for TV news chyrons
  • 17. @HimarshaJ @WebSciDL PhD Gathering, Fall 2023 TV Visual Explorer 17 https://api.gdeltproject.org/api/v2/tvv/tvv?id=MSNBCW_20230919_000000_All_In_With_Chris_Hayes