Semantic polling: the ethics of online public opinion

Abstract

- As the 2010 UK General Election saw an increased use of social media by politicians, activists, journalists and citizens, a number of consultancy firms began "semantic polling" – the employment of natural language processing technology to "read" and codify vast datasets gathered online, and then the use of this data to illustrate and understand public opinion. - The semantic polling techniques employed are largely experimental and vary widely between firms. There is also very limited methodological transparency. This is problematic as academic research suggests that statements about public opinion made in media can actually drive as well as reflect popular attitudes. - Both those carrying out semantic analysis and those in the media reporting it have a responsibility to offer appropriate explanations about the meaning and limitations of the conclusions, and the methods used in data analysis. They can do this by: increasing media literacy among citizens; increasing data literacy among journalists and editors; developing structures for self-regulation; and developing institutions that ensure a greater level of methodological transparency.