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- All Subjects: Social Media
- Creators: Department of Information Systems
Sentiment analysis, which is a notably method in text mining, can be used to extract the sentiment from people’s opinion. It then provides us with valuable perception on a topic from the public’s attitude, which create more opportunities for deeper analysis and prediction.
The thesis aims to investigate public’s sentiment towards Bitcoin through analyzing 10 million Bitcoin related tweets and assigning sentiment points on tweets, then using sentiment fluctuation as a factor to predict future crypto fluctuation. Price prediction is achieved by using a machine learning model called Recurrent Neural Network which automatically learns the pattern and generate following results with memory. The analysis revels slight connection between sentiment and crypto currency and the Neural Network model showed a strong connection between sentiment score and future price prediction.
In an effort to address these trends, we founded a student organization, The Political Literates, to fight political apathy by delivering political news in an easy to understand and unbiased manner. Inspired by our experience with this organization, we combine our insights with research to paint a new perspective on the state of the American political system.
This thesis analyzes various issues identified through our observations and research, with a heavy emphasis on using examples from the 2016 election. Our focus is how new technologies like data analytics, the Internet, smartphones, and social media are changing politics by driving political and social transformation. We identify and analyze five core issues that have been amplified by new technology, hindering the effectiveness of elections and further increasing political polarization:
● Gerrymandering which skews partisan debate by forcing politicians to pander to ideologically skewed districts.
● Consolidation of media companies which affects the diversity of how news is shared.
● Repeal of the Fairness Doctrine which allowed media to become more partisan.
● The Citizens United Ruling which skews power away from average voters in elections.
● A Failing Education System which does not prepare Americans to be civically engaged and to avoid being swayed by biased or untrue media.
Based on our experiment with the Political Literates and our research, we call for improving how critical thinking and civics is taught in the American education system. Critical thought and civics must be developed pervasively. With this, more people would be able to form more sophisticated views by listening to others to learn rather than win, listening less to irrelevant information, and forming a culture with more engagement in politics. Through this re-enlightenment, many of America’s other problems may evaporate or become more actionable.
We developed multiple surveys that were distributed to Marketing & Business Performance (MKT 300) students at Arizona State University and AWS Mechanical Turk Workers. The goal of obtaining information from both college students and paid survey-takers was to compile a diverse set of opinions regarding how consumers react to athletes’ social media and public behavior. This led us to analyze how consumers interact with athletes on social media platforms based on the sport they play and consequences of their actions. After examining our consumer research, interviewing executives in the legal background, and talking to some of the university’s top-prospective athletes to gain different viewpoints, we created consumer and athlete categories.
We established six main consumer categories and six main athlete social media strategy personas in order to create social media strategy recommendations. With this information, athletes have the opportunity to develop well-thought out social media strategies that are more tailored to their fan base(s). Athletes must be cognizant of how the content on their social media accounts and their public actions will affect consumers’ perceptions about who they are and their personal brand.
As social media and technology continue to impact the way students communicate and receive information, it is encouraged that university student-run organizations utilize social media platforms as a tool to further the development of their organizations. Social media platforms allow student organizations to network, promote awareness of their organizations, current campus events, and provide the opportunity to develop strong associations and interactions among students. Overall, student-run organizations currently utilize a wide variety of social media; however, frequently it is used without a clear understanding of its role and best practices, which could lead to a loss of effectiveness in their communication with students. Therefore, these factors suggest the need for university student-run organizations to recognize and understand the opportunities that effective social media strategies can bring as a communication tool to enhance student engagement.