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Networked Insights Note: This is the first report in a new series Networked Insights is developing about the Olympics. We will continue to monitor top stories and provide data and analysis throughout the PyeongChang games, will and round our coverage with a research report answering the question: What is the impact of the Olympics? 


The fluidity of audience opinion has never been more apparent than when we consider their feelings toward North Korea.

For the first time in at least three months, audience opinion about the Democratic People’s Republic of Korea (DPRK) is 60 percent positive; it was 60 percent negative just before the winter games began.

It’s a dramatic shift that audiences believe to be owed almost entirely to the Supreme Leader Kim Jong Un’s actions during the first few days of the PyeongChang Games. Instead of nuclear war, conversations focused on the efforts toward reconciliation.

Winter Olympics 2018 Emotions Shift - Networked Insights


Methodology + Results

Using Kairos, Networked Insights’ audience intelligence platform, we analyzed more than 9 million conversations around North Korea that occurred during the last three months. Of those conversations, almost 60 percent of the audience felt negative about the country, with stressful topics, like nuclear war and nuclear threats being discussed in 17 percent of conversations.

Networked Insights Kairos Emotions Search on North Korea

But when Networked Insights isolated the conversations to opening day to February 13, Kairos pulled up more than 1.5 million conversations, and nearly 60 percent of the audience felt positive about North Korea and the Olympics. And instead of stress, 17 percent of the conversations mentioned keywords relating to pride.

Networked Insights Kairos Emotions Search on North Korea, positive
 

This incredible shift in conversation, Networked Insights found, is mostly because of the DPRK’s recent actions.

When former Supreme Leader Kim Jong Il’s only sister, Kim Yo Jong, arrived at the PyeongChang Games straight from Pyongyang and proudly stood behind U.S. Vice President Mike Pence, audiences understood the act to be a sign that warmer relations are on the horizon, at least from the DPRK.

Without speaking, Kim Yo Jong momentarily arrested the power of an athletic gold-medal win. With only a flash of a smile, she completely shifted entrenched opinions of a country riddled with innumerable human rights violations. With only a brief visit to her rival city, standing behind her U.S. adversary, she conveyed the only message DPRK wanted to be heard: we come in peace; you don’t.

As messages of reconciliation and peace dominated the weekend’s visit, Pence remained seated during the opening ceremonies, and audiences spoke out.

Networked Insights sample tweets about DPRK peace talk and reunification

The move aligned with Pence’s no-nonsense approach toward the DPRK, but the choice interfered with the US-backed South Korea’s ultimate desire for reunification and improving inter-Korean relations. Pence also didn’t attend a pre-opening ceremony dinner, where both Moon and Kim were in attendancefurther driving the point that the U.S. is not backing down, to the chagrin of South Koreans.

Audiences caught-on to the should-be Olympic sport of political charades and most didn’t support, however, there were plenty (more than 40 percent) who were vocal about the “obvious attempts at propaganda.”


One Tweeter wrote, “The media praising North Korea and their Olympic appearance is sickening. You’re essentially saying you support Kim Jong-Un (sic) and his regime.” 

Another, like Jake Tapper, took the moment to re-educate the supportive public about the crimes against humanity.

Negative audience conversations about DPRK and the Olympics

Even so, just as the North Korean cheerleaders ignited shock and awe as they rallied with bright smiles throughout the first-ever joint North and South Korean women’s hockey team, Kim Jong Un’s choices were a win for attention.


For more research like this or to understand other ways that Networked Insights can provide data and analysis for you or your brand, get in touch at networkedinsights.com or hello@77.104.152.116. 

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Dudes donning President Trump gear while munching on Reese’s, that was Halloween 2017 in a nutshell.

Using the analytics engine Kairos, Networked Insights discovered the specific brands, celebrities and conversation topics that dominated Halloween this year and last year. Most surprising, the holiday isn’t just for kids, women actually dominate within the social sphere. And perhaps unsurprisingly, political costumes remained in the top five.

Here’s what else Networked Insights found out:

Last year, women were 1.38 times more likely to talk about Halloween costumes than men. They also represented 58 percent of all conversations about the candy-coated holiday. However this year, women had just 55 percent of all conversations about Halloween while men had about 45 percent. That means women wrote more than 200,000 more Halloween-related posts than men this year.

And what were they talking about? Their makeup and the excitement about their costumes, specifically Cleopatra this year (and Harley Quinn last year).

The popularity for President Trump may be waning in reality, but it was winning during Halloween. Men, like last year, dressed up as The Don, moving President Trump from the second most popular costume in 2016, for men, to first place this year.

But the greatest upset from last year to this year was in candy.

From reigning champion in 2016 to the last place in 2017, Twix made the biggest move. Dropping to fifth most popular candy, by huge margins, Reese’s pulled to the top after being in second place last year. It is possible this upset is not directly related to a preference of peanut butter over caramel, but rather to a false rumor about the makers of Reese’s discontinuing the candy.

Finally, for kids, Elsa remains a common costume choice despite its 2013 release.

Check out the infographics for more:


To learn more about Networked Insights, check out: www.networkedinsights.com.
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