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Application Scenario: Media Content Analysis

Posted February 17, 2010Applications

The second application developed on top of the testbed is the Media Content Analysis scenario. The main task to be supported in this scenario is to analyse and summarize media/web presence both text and multimedia, for a company, person or initiative, both in quantitative as well as in qualitative terms.


Such an analysis tries to answer the following questions:

* How successful and visible are public relations strategies and actions, sponsoring activities, regarding media presence and opinion?
* What are the images/opinions expressed in both edited content (like news) and user generated content, regarding the company itself, its leading actors or specific products?
* How is the company represented on the Web in relation to its competitors?
* In the context of which topics is the company presented/discussed in the media (again covering both news and social media)?


Specific examples could look like the following:

* A company invests money for sponsoring a F1 racing team with the aim of increasing brand awareness and image. Analysis of textual and multimedia information might discover that, contrary to what was expected, the general opinion of customers is that F1 cars are polluting and damaging the environment and, for this reason, creating a bad image of the company.
* In other cases, specific events can negatively influence the opinion of customers: the chairperson of an institution might commit a crime and the entire company image is affected by this event. One specific example is Klaus Zumwinkel, chairman of Deutsche Post, currently under investigation for tax evasion. In this case the company might want to analyse the change in the public opinion, due to this event, in order to act appropriately to recapture the trust of the clients.


In an election, a candidate might want to find out what a competitor says about her so the system should harvest the web to find all claims that this competitor made with respect to her, and present an overview of main discussion points so that the candidate is aware of them and can respond effectively.

* The green party might want to analyse public opinion on global warming, as well as the visibility and success of initiatives on this topic, in the general public, using both textual and visual evidence.
* A public body such as the European Commission could monitor the image of a specific European institution or of other topics of crucial relevance like the discussion about EU enlargement. This would provide monitoring capabilities complementary to regular polls, like the Eurobarometer, and reveal substantial and relevant context information.