This document provides a semantic analysis of political meanings and narratives around Jeremy Corbyn and Theresa May based on data mining of online conversations. It maps out four main narratives - Managerial Competence, Human Progress, National Preservation, and Authentic Decency. It analyzes how each politician is discussed within these narratives and identifies key drivers of conversations. Volumes of conversations about each politician are also compared.

1. Corbyn & May
A fusion of Semiotics and Digital Media
Analytics
Prepared for the MRS
By William Landell Mills and Preriit Souda
22 November 2018

2. MAP OF POLITICAL MEANINGS

3. 3
REASSURE ASPIRE
ROOTEDNESS
ADAPTATION
• Realism
• Pragmatism
• Common sense
• Optimism
• Imagination
• Belief
• Instinct
• Familiarity
• Nostalgia
• Intellect
• Technology
• Future facing
HUMAN
PROGRESS
MANAGERIAL
COMPETENCE
NATIONAL
PRESERVATION
AUTHENTIC
DECENCY
INHERITENCE EMPATHY
EFFICACY CONSTRUCTION
BUSINESS-LIKE
GRAVITAS,
EFFICIENCY AND
SUCCESS
ENTRENCHING OR
RESTORING EXISTING
ACHIEVEMENTS,
RIGHTS AND VALUES
INTIMATE PERSONAL
REVELATIONS OF
IDEALISED BRITISH
CHARACTER TRAITS
Political Territories
REALISING HUMAN
POTENTIAL BY
FREEING FROM
EXISTING NORMS
AND STRUCTURES

4. 4
REASSURE ASPIRE
ROOTEDNESS
ADAPTATION
INHERITANCE EMPATHY
EFFICACY CONSTRUCTION
Semiotic map with hypothesised extrapolations
TRANSFORMATION
ENTRENCHMENT
CERTAINTY DREAM
ESSENTIALISM
SEAMLESS
TECHNOLOGY
UNIVERSALISM
VIRTUE

5. 5
Semiotic map with hypothesised extrapolations
TRANSFORMATION
ENTRENCHMENT
CERTAINTY DREAM
ESSENTIALISM
SEAMLESS
TECHNOLOGY
UNIVERSALISM
VIRTUE
ALGORITHMIC
TECHNOCRACY
RADICAL
REASSERTION
INTERNATIONAL
UTOPIANISM
PANTOMIME
CHARACTERISATION

6. CODES IN EACH TERRITORY

7. • CORPORATE PROFESSIONALISM
• WORK ETHIC/MASTERY OF DETAIL
• RESILIENCE AND PERSISTENCE
• DECISIVENESS AND CONTROL
• RESPONSIBILITY
• ECONOMISM
• INCUMBENT AUTHORITY
• ALGORITHMIC TECHNOCRACY
MANAGERIAL COMPETENCE SHAPED BY

8. 8
• CONNECTION TO THE LAND
• ETHICAL CORE
• CARING,COMMON TOUCH
• POLITENESS AND UNDERSTATEMENT
• MODEST DOMESTICITY
• MILD INDIVIDUALISTIC ECCENTRICITIES
• IRONIC HUMOUR, SELF DEPRECATION
• PANTOMIME CARICATURISATION
AUTHENTIC DECENCY SHAPED BY

9. • NEW, YOUNG, YOUTH VALUES
• ACTIVISM/PROTEST
• DIVERSITY & INTEGRATION
• ENVIRONMENTALISM
• LINGUISTIC AWARENESS
• GLOBAL PERSPECTIVES
• TRANSNATIONAL ETHICAL
AGENDAS
HUMAN PROGRESS SHAPED BY
"Trafalgar Square - gay rights protest" by Chris Allen is licensed under CC BY-SA 2.0

10. • TRADITIONALISM
• PATRIOTISM
• ENGLISH EXCEPTIONALISM
• ECONOMIC NATIONALISM
• DEFENCE OF WELFARE STATE
• TAKING BACK CONTROL
• ANTI IMMIGRATION
• REASSERTION OF ‘LOST’
PREROGATIVES
NATIONAL PRESERVATION SHAPED BY
"Crowd awaits Queen Elizabeth II" by Jason A G is licensed under CC BY 2.0

11. MAY

12. 12
"Saint Michael and All Angels Church (Church of England), Stanton by Dale, Derbyshire" by Eamon Curry is licensed under CC BY 2.0"
HUMAN PROGRESSMANAGERIAL COMPETENCE
NATIONAL PRESERVATION AUTHENTIC DECENCY
Long hours
Work ethic
No 10
Incumbency
Magic money tree
Economic rationalism
Doesn’t give up
Resilience
Self control
Responsibility
Trouser Suits
Professionalism
Grammar schools
Traditionalism
20 Bn NHS
One Nation
Pro-monarchy
Traditionalism
Brexit=Brexit
Populism
Citizens of nowhere
Patriotism
Hostile environment
Control immigration
Dancing Queen
Ironic humour
Wheat fields
Rule abiding
Walking holidays
Modesty
Attends Church
Ethical core
Diabetic
Stoicism
Kitten Heels
Individualism
Supports equal
marriage
Sexual Equality
2nd female PM
Feminism
This is what a feminist looks like
Feminism

13. 13
"Saint Michael and All Angels Church (Church of England), Stanton by Dale, Derbyshire" by Eamon Curry is licensed under CC BY 2.0
HUMAN PROGRESSMANAGERIAL COMPETENCE
NATIONAL PRESERVATION AUTHENTIC DECENCY
10bn to DUP
Incumbency?
Lost majority
Professionalism?
Cabinet splits
Incumbency?
No Deal prospect
Economism?
Tax avoidance
Economism?
Poor health
Resilience?
Boys’ jobs and girls’ jobs
Feminism?
Ignores climate change
Environmentalism?
Hostile environment
Diversity?
No social skills
Caring?
Expensive clothes
Modest?
The Maybot
Caring?
Patronising
Caring?
Switched sides
Ethical Core?
Food banks
One nation?
Police cuts
Law and Order?
Continued immigration
Strong borders?
Gig economy
One Nation?
NHS shortages
One nation?
Homelessness
One Nation?

14. CORBYN

15. 15
HUMAN PROGRESSMANAGERIAL COMPETENCE
NATIONAL PRESERVATION AUTHENTIC DECENCY
Suit & Tie
Professionalism PMQs
Incumbency
For the Many, not the few
Populism/Anti Elitism
Winning leadership
Effectiveness
Rail re-nationalisation
Economic nationalism
“Ooh Jeremy Corbyn”
Youth
Pro gay marriage
Diversity Rights
Pro Palestine
Human Rights
Soft spoken
Politeness
Manholes
Eccentricity
Attends protests
Ethical Core
Sticks to principles
Ethical Core
Vegetarian/
non drinker
Ascetic
Stop the War
Pacifism
Withstanding challenges
Resilience
Neo-Keynesian
Economism
Re-build Britain
Patriotic Restoration
Defend NHS
Welfarism
Hates inequality/injustice
Ethical Core
Windrush
Anti racism
Pro-Brexit
Economic
Nationalism

16. 16
HUMAN PROGRESSMANAGERIAL COMPETENCE
NATIONAL PRESERVATION AUTHENTIC DECENCY
Scruffy
Professional?
Internal Spits
Effective?
Marxist/Leninist
Patriotism?
Behind in the polls
Effective?
Supports IRA
Patriotism?
Pro-Brexit
Youth?
Anti Semitic
Ethical Core?
Permits bullying
Ethical Core?
Extremist
Britishness?
Supports Venezuela
Responsible?
Disorganised
Professional?
Soviet Spy
Patriotism?
Pacifist
Patriotism?
Women-only carriages
Feminist?
Anti Business
Responsible?
Pro Hamas
Patriotism?
Republican
Patriotism?
Righteousness
Britishness?

17. DATA
MINING

18. Methodology
18
Data
Extraction
&
processin
g
Text
Mining
Data
analysis
Cross
Source
Analysis
Unstructured
data to
structured
thematic
clusters themes
Narrative
coding
Iterations
Theme
Quantification
Trend mining
Tonality mapping
Variance by
source, locations
& segments
Driver analysis
Cross
Source
analysis
Influence
driver
analysis
Data cleaning
Spam cleaning
Bot removals

19. Unstructured political universe (total conversation)
19
EU
Govt
Brexit
Vote
Money
NHS
Tax
Information
Election
War
Jewish
Russia
Terror
Economy
Parliament
History
Democracy
Israel
Evidence Anti-
Semitism
Syria Palestinian Socialist
Housing
Poverty
IRA
Europeans
Peace
Communism
Windrush
Funding Germany Disabled

20. HUMAN PROGRESSMANAGERIAL COMPETENCE
NATIONAL PRESERVATION AUTHENTIC DECENCY

21. Data structured by the Narratives
21
Managerial Competence 30 Million
Human Progress 9 Million
National Preservation 19 Million Authentic Decency 19 Million
Professionalism Resilience
Economic
Rationalism
Incumbency
Work
Ethic Organize
NHS Immigration Queen
Christian
Empire
WW
Diversity
Activism
Rights
Milita-
rism
N
Worker
rights
Modesty Britishness Politeness Dutiful
Local

22. Drivers of Narratives….
22
Managerial Competence 30 Million
Human Progress 9 Million
National Preservation 19 Million Authentic Decency 19 Million
Drivers: Taxation & money
OR
Government & its workings
OR
Leadership
OR
EU and Brexit
Drivers: Housing (Grenfell, immigrants, London)
OR Anti Semitism
OR Human Rights
Drivers: NHS AND Funding
OR Brexit
OR Immigration
OR Nationalism
OR Islam/Muslims
Drivers: Racism
OR Human Rights
OR Voting

23. Volumes of Conversations
23
Jeremy
Corbyn
Theresa
May
7:3

24. Theresa May only
24
Managerial Competence 703K 35:118
Human Progress 462 K 1:3
National Preservation 927 K 3:4
Authentic Decency 454 K 4:34
Resilience
Work
Ethic
Weak Govt
Weaker with
Trump
Weak
with
Boris
Elections
Weak-
Border
dispute
Weak-
Deal
neg
Lower
Immigration
Royalty
Religion
Empire
WW
NHS
Higher
Immigration
Gender
DiversityOther
Diversity
Against Diversity
Against
Activisms
Honest
Cold hearted
May Bot

25. Jeremy Corbyn only
25
Managerial Competence 2.2 Million 6:7
Human Progress 750 K 8:1
National Preservation 1.2 Million 4:26
Authentic Decency 2.1 Million 3:4
BREXIT
Resilience Election
Int Lab
Politics
Professionalism
Non-Electable
Ideology
Problem Diversity
Activism
Right
NHS
Terrorist- HAMAS/IRA Russian link
Principled
Hypocrite
Anti Semitic
Extremist
Bully
Modesty
Polite

26. Communications
26
Top 20 (Indexed by Occurrence and Popularity)
CORBYN 3
• Austerity not working
• Conservatives are favouring the rich
MAY 6
• Because of Labours recession
we now have to spend….
• Trust me, I will take back control
• We will get the deal/ getting the deal….
• We are banning hidden charges…
CORBYN 2
• Happy 70th birthday NHS. Thank you.
• Labour will bring Royal Mail back into
public ownership
MAY 9
• Congratulations/Tributes to The Queen,
Prince ….
• Easter greetings…
• UK passport … independence and
sovereignty
• … Congratulations to Gareth Southgate …
• … EU Withdrawal Bill…
• … Remembrance Sunday…
Paraphrasing & Summarizing done for representational purpose
MAY 1
• …Statement on Syria…
CORBYN 8
• Theresa May has invited President Trump …
when his dangerous & inhumane policies…
• Bombs wont save lives ...
• Israel killing dozens of unarmed protesters..
• … questionable air strikes on Syria…
• …Benjamin Netanyahu’s claims about
my actions and words are false.
• … supporting the Palestinian People
• ..next Labour government will give under-25s
across the country free bus travel
CORBYN 6
• … wish Muslims ….
• …pleasure to help prepare food at
Al-Manaar Mosque
• On #InternationalTeachersDay …
MAY 5
• Say hello to Blitz! A beautiful dog..
• …Corbyn has been misleading students
• …Delighted to host an Eid reception
• ..I visited St Luke s Christmas Tree
• In the current bad weather I want to say
thank you to… NHS staff