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Social media reacts to #metoo at Golden Globes, music at Grammys

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Social media reacts to #metoo at Golden Globes, music at Grammys


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Two of the season’s biggest awards shows aired in the last few weeks – the Grammys and the Golden Globes, and were received very differently on social media.  Rather than about the movies and television shows, online discussions during the Golden Globes were dominated by talk of the #metoo movement, and politically-charged acceptance speeches.

A new Grammys social trend: politics and #metoo

At last weekend’s Grammy Awards, we see a different trend in social media chatter.  The reactions are more focused on the music and performances, and much less about #metoo and other political topics.  This despite the fact that several segments of the show itself had politics as a theme.

Sentiment1-Grammys

Notable differences in this year’s Grammys sentiment

There were also notable differences in the sentiment expressed on some key subjects between the two award ceremonies.  On the subjects of #metoo and diversity, online comments from the Golden Globes were mostly negative, which can be attributed to the multiple high-profile abuse allegations in the film world.  Compared to the Grammys, we see the reverse sentiment, which is largely driven by the strong showings from Kendrick Lamar and Bruno Mars, as well as Kesha’s uplifting performance.
Are these different reactions due to natural differences between the film and TV industry versus the music industry?  The less-discussed Screen Actors Guild awards actually follows the Grammys pattern more closely when it comes to discussions about movies leading the way on social media, and with less emphasis on politics. However, if you look at sentiment, it compares closely to the Golden Globes on some subjects, and aligns more with the Grammys on others.

Sentiment2-Grammys

We will keep a close eye on the Oscars in March, to see which pattern it follows.  Will it be a celebration of the year’s best films, or will politics over-shadow the winners?

If you want to see how to put social media analytics to work, we’re hosting a Webinar, February 1 at 11 AM ET, called Gain deep understanding of your customers with social media analytics.

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