SENTIMENT ANALYSIS OF THE USER COMMENTS WITH THE THEME OF MIGRATION POSTED AS AN INTERACTIVE CONTENT ON THE HOSPODÁRSKE NOVINY WEBSITE
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This paper reflects on the current discourse on migration in the Slovak digital environment. Given the need to examine the perception of migrants, and using the analysis of comments and posts, it captures social events. It views migration from the perspective of online readers of the Hospodárske noviny daily who send their feedback through interactive tools and actively respond to the media news and stories labelled with the "migrants” tag. The new authentic digital content is thereby considered a specific type of content –the so-called "user-generated content” (UGC). The aim of our research is to find out how the active online readers of Hospodárske noviny view migrants in their non-anonymous comments. Using the content analysis method, and implementing the analysis of sentiment in the non-anonymous user comments (linked with their profiles on Facebook), we analyse (A) the specifics of online readers of the Hospodárske noviny daily and (B) the polarity of user comments posted by the online readers as a specific type of UGC. The present paper suggests that society is facing a difficult task to shape a more favourable attitude of the majority population to migrants for their easier integration into society. The changes in the current state of perception of migrants by the readers will be all the more demanding because of the great impact of active media readers and contributors on the development and shaping of attitudes.
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