What Does Google Say About You? Quantitative Analysis of Artem Sytnyk's Portrait

How does Google search output affect your reputation? Which image of the person can be seen by users who search information about him/her? We tried to compare one of the Ukrainian officials search results in Google with total amount and sentiment of his media appearances.

To understand how Google search output impacts on the reputation of Director of the National Anti-corruption Bureau of Ukraine (NABU) Artem Sytnyk, we initially identified search queries using Google Trends service. There were analyzed only those requests for which the service has data. The rest were considered as too low-frequency to affect reputation. All data were received on August 1, 2018.

Despite the significant number of negative judgments about A.Sytnyk in the search results, tonality of publications was neutral or positive in general. Sharply critical publications about NABU Director, that often were appear in media, were in the low positions in search results. There is also a notably high share of publications with the position of A.Sitnyk himself: hence, half of all the messages about Sytnyk found by the Google users are his own statements.

It was also revealed that for Google users Sytnyk’s image is formed only in the context of his professional activities. First 3 pages of search output didn’t contain data about such essential factors that affect reputation as humanity, patriotism and progressiveness.

Download presentation to know how dynamics of search engine's users attention to Director of the National Anti-Corruption Bureau of Ukraine looks like, what judgments about official are the most "googlable", main research conclusions.

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