Presentation 218

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