Assessing public awareness of social justice documentary films based on news coverage versus social media

The comprehensive measurement of the impact that information products have on individuals, groups and society is of practical relevance to many actors, including philanthropic funding organizations. In this paper we focus on assessing one dimension of impact, namely public awareness, which we conceptualize as the amount and substance of attention that information products gain from the press and social media. We are looking at a type of products that philanthropic organizations fund, namely social justice documentaries. Using topic modeling as a text summarization technique, we find that films from certain domains, such as “Politics and Government” and “Environment and Nature,” attract more attention than productions on others, such as “Gender and Ethnicity”. We also observe that film-related public discourse on social media (Facebook and non-expert reviews) has a higher overlap with the content of a film than press coverage of films does. This is partially due to the fact that social media users focus more on the topics of a production whereas the press pays strong attention to cinematographic and related features