Actual Drivers of Political Choice © CoreStone Corporation 2017
POST-TRUTH Word of the Year- 2016
“When objective facts are less influential in shaping public opinion than appeals to emotions and personal believes..�
2
Data Volume Shock
Fake News
Trust Issues
Ukraine as a Case
FACEBOOK ENGAGEMENT OF FAKE NEWS STORIES ON THE US ELECTION 2016 ( likes, comments & shares in millions )
8.7
7.1 Mainstream News Fake News
Source: Buzzsumo via Buzzfeed, 2016
3
Data Volume Shock
Fake News
Trust Issues
Ukraine as a Case
TRUST IN INSTITUTIONS WORLDWIDE Government
2015 2016
Media
2015 2016
Business
2015 2016
NGOs
2015 2016
42 41
-5
43
48
53 52
53
55
Source: Edelman TrustBarometer, 2017
4
Data Volume Shock
Trust Issues
Fake News
Ukraine as a Case
TRUST IN GOVERNMENT 1.5
2.0
2.5
3.0
Ukraine
Source: WVS, KIIS. 2011-2016
5
Data Volume Shock
Fake News
Trust Issues
Ukraine as a Case
CIVIL ACTIVISM GROWTH
NEW TOOLS DEVELOPMENT
CORRUPTION 6
New Tools Development Examples
StopFake debunking fakes in ten languages
7
Corestone Communication Scan
RATIO AUDIENCE MEASUREMENT
1 380 materials 34 mln of contacts SHARE OF VOICE
68,8% TONALITY
2,7%
of negative
FIELDWORK FACT CHECK
1,8%
of fake news
EMOTIO
Poroshenko`s participation in the Munich security conference
SPEECH: SEMANTIC SCAN
58%
of stop-words
EMOTION SCAN
11,4%
of emotionality
DOMINANT EMOTION
5,9%
of sadness
EFFECTIVENESS
28,7%
of respondents are aware of the key message The numbers have been transformed
8
Semantic Analysis of Speeches
DONALD TRUM P 11.01.17
BARACK OBAM A 00:55:58
00:42:23
09.02.09
+14 minutes representative’s speech
Number of words
6 668 1 734 74 % 34,7 % 46,89 %
Number of significant words
% of stop-words
Intensity of emotions
Emotional influence index
7 846 2 339 70,2 % 17,3 % 24,64 %
9
EMOTIONS VS RATIO
Trump
37,03%
Le Pen
29,22%
Generated by Emotion APIs from Microsoft Azure
Clinton
30,88%
Macron
8,66%
Johnson Negative
38,15%
Positive
Poroshenko
32,45%
Cameron
22,84%
Emotional level
Tymoshenko
23,67%
10
DOES EMOTIONAL TYPE OF POLITICAL LEADERS BECOME THE TREND? 11
Thank you for your attention
37,24%
EVGENIYA BLIZNYUK
Director and Co-Founder, Corestone Corp. Adviser to the Presidential Administration of Ukraine evgeniya.bliznyuk@corestone.expert +38 068 455 3223
© CoreStone Corporation 2017