News Shareability in the COVID-19 Period

Bartłomiej Łódzki


The aim of the study is to empirically verify the COVID-19 topics that were most frequently shared on Facebook by multicultural audiences. The author collected news published between 1st January and 30th April 2020 on the websites of CNN International (USA), BBC World (Great Britain), Deutsche Welle (Germany), RT (Russia), France24 (France), EuroNews (France/Europe), Al-Jazeera (Qatar), and shareability score data by using BuzzSumo’s platform. This study combines various methods, including content analysis based on quantitative and qualitative approaches, topic modelling, and NLP (natural language processing). It was observed that globally, audiences paid attention to other topics despite the global threat. Significant differences were also noted in how news was shared.

Keywords: news shareability, COVID-19, global television, social media, Facebook.

Udostępnianie wiadomości w okresie COVID-19

Celem badania jest empiryczna weryfikacja tematów związanych z COVID-19, które były najczęściej udostępniane na Facebooku przez wielokulturowych odbiorców. Autor zebrał artykuły opublikowane w okresie od 1 stycznia do 30 kwietnia 2020 roku na stronach internetowych CNN International (USA), BBC World (Wielka Brytania), Deutsche Welle (Niemcy), RT (Rosja), France24 (Francja), EuroNews (Francja/Europa), Al-Jazeera (Katar) i dane dotyczące ich udostępniania pochodzące z platformy BuzzSumo. Badanie to łączy różne metody, w tym analizę treści opartą na podejściach ilościowym i jakościowym, modelowanie termatyczne oraz NLP (przetwarzanie języka naturalnego). Pomimo globalnego zagrożenia publiczność mediów zwracała uwagę na zróżnicowane tematy. Odnotowano także znaczące różnice w sposobie przekazywania wiadomości.

Słowa kluczowe: udostępnianie wiadomości, COVID-19, globalne stacje telewizyjne, media społecznościowe, Facebook

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