University of Twente Student Theses
Public Opinion : The Secret to Celebrities Success?
Paliura, Varvara (2024) Public Opinion : The Secret to Celebrities Success?
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| Abstract: | The purpose of this study was to investigate how public opinion expressed in the media might affect user behavior on streaming services. It aims to examine the relationship between sentiments expressed in social media and news media and behavioral outcomes such as music reception. The study was operationalized by machine learning sentiment analysis models and examined how media sentiment affects user behavior on playlist metrics during the last five years. The playlist metrics, including the number of distinct Spotify playlists featuring the artists' music and the reach of these playlists, were analyzed. Despite the overall low correlation caused by significant variance in data per artist, the results revealed significant differences in sentiment scores among the artists. Male artists had a moderate to weak negative correlation between media sentiments and their playlist performance. In contrast, female artists did not show a consistent correlation between sentiment and playlist metrics. This research contributes to the existing literature in media and user behavior studies with specifications on the hip-hop industry. Also, it opens new ways for building an artist's public image and suggests how an artist should be perceived in the media to achieve greater performance on streaming services. |
| Item Type: | Essay (Bachelor) |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Subject: | 05 communication studies |
| Programme: | Communication Studies BSc (56615) |
| Link to this item: | https://purl.utwente.nl/essays/100510 |
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