We tried to understand what interests the citizens of Rome most on social networks in view of the administrative

Wired conducted an analysis with the DeRev agency on the articles that received the highest number of interactions on social networks to highlight the hot topics of the administrative offices: in the capital they are work and culture

Image by DEZALB from Pixabay In In recent days, the issue of museum management has monopolized the electoral campaign for the 2021 administrative offices in Rome, after a reorganization proposal made by Carlo Calenda, leader of Action and one of the challengers for the position of mayor of the capital together with, among the main , Virginia Raggi, the outgoing mayor of the 5 Star Movement looking for a reconfirmation, Roberto Gualtieri, the former minister representing the center-left, and Enrico Michetti for the center-right.

Yet, as much as heard by the Roman voters , culture does not seem to be the topic that generates the most interest, at least according to the data relating to the 300 articles they produced more interactions on Facebook and Twitter between April 1 and July 13, therefore in the period in which coalitions were formed and electoral programs were written. The numbers of reactions put work first.

The analysis

Collecting them exclusively for Wired for the five main Italian cities that will go to the vote on 3 and 4 October, that is Milan, Turin, Bologna and Naples, in addition to Rome, was DeRev, a company that deals with digital services and strategies. The aim of this analysis is to try to understand, from an unconventional angle, what are the issues that are most dear to the voters and how much they correspond to the arguments debated by the candidates for mayors.

Obviously, by examining the data of some social networks and of a predetermined period (which was dominated, at least at the beginning, by the pandemic crisis), this research offers a partial view of the debated topics. According to the Digital 2021 report by We are social and Hootsuite, in January 2021 there were 31 million Italians registered on Facebook and 2.8 million with a Twitter profile. That is, respectively, half and one twentieth of the entire population.

And it cannot be definitive, also because election campaigns are always ready for twists and turns. However, it allows you to look at the issues that most move a slice of potential voters (those who have profiles on Facebook and Twitter) and on a channel that, often as in the election campaign, leverages the emotional factor from another perspective. >

The choice of news

DeRev analysts have selected a basin of news, concerning the territory, so that the specific interest of users could design a community linked to it, reconstructing its meaning of the debate, and without collecting personal data. It was not possible to isolate the reactions of only the people residing in the cities considered. For various reasons: privacy reasons, because the platforms allow not to indicate this data, not to make it public or to select one that does not necessarily correspond to the real one. To overcome this limitation, it was decided to focus the analysis on local news articles, which interest and generate reactions in the individual communities.

The company then divided the articles into thematic areas, providing the total of interactions. Having made 100 the value of the thematic area that obtained the most, Wired calculated the weight of the others. And the result, as far as Rome is concerned, is the one highlighted in this graph.

Work, culture and politics

As you can see, the theme that generated the greatest number of interactions is related to work. This includes news related to businesses, workers and initiatives to relaunch the local economy. According to this analysis, this is one of the main topics that has raised reactions on social media in the Roman area.

The second most felt theme is culture. In short, the leader of Action, with his proposal to reform the Capitoline museum offer, seems to have hit the mark, at least according to DeRev's data.

The third question that has generated the greatest number of interactions is instead politics. It includes news relating to the characters and political initiatives in the area. It is possible that this result was influenced by the fact that the primaries of the Democratic Party were held on June 20, at the height of the period considered for the analysis, thus influencing the outcome.

In the last places there are the lifestyle, which basically concerns the cost of living, and tourism. A surprising circumstance if we take into account that the metropolitan city of Rome, according to Istat, welcomed 11.4 million tourists in 2019. But it is less surprising if you look at the 2020 data, which see this figure drop to 2.6 million, with less weight also on the news agenda.



These days, the the election campaign in Rome was dominated, in addition to culture, by the management of waste in particular and of investee companies, a long-standing issue that afflicts the capital, as well as the exclusion of the city from the list of possible locations of the Eurovision Song Contest 2022.

This one dedicated to Rome is the first of five episodes which will analyze the situation of the main Italian cities called to the polls in early autumn: Milan, Naples, Turin and Bologna with the same method.


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Topics

Administrative 2021 Italy Labor Lega Movimento 5 stelle Pd Politics globalData.fldTopic = "Administrative 2021, Italy, Work, League, 5-star Movement, Pd, Politics"

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