“Love and Hate” on the map of Russia, summer 2015: study of the emotional state of 25 million social media users

    Especially for the Day of Russia, Brand Analytics presents new data on the emotional state of users of social networks in the regions of Russia. The fifth anniversary dimension showed the stabilization of the ratio of positive and negative emotions in public messages of Russian social media users: “Love Index” remained at the same level as in the December study.

    As in previous studies, the Russian-language references to first-person “love” and “hatred” in the present tense were analyzed : positive emotions (for example, “I love”, “adore”, “I am crazy”, “I am happy” , etc. p.) and negative ( “I hate”, “annoys me”, “enrages me”, “hate tweet”etc.). To determine messages that meet the above criteria for a specified period of time, 320 million Russian-language messages from 25 million were analyzed . authors from popular social networks: VKontakte, Facebook, Twitter, LiveJournal, Instagram, etc. The period of the study is May 26 - June 08.

    During the study period, positive and negative emotions were mentioned in total in 4.6 million messages, of which 80.8% were messages about love and only 19.2% - about hatred . This ratio is almost similar to winter data.

    For each subject of the Russian Federation, the “Love Index" * was calculated, on the basis of which it is possible to identify the regions of the most positive and negative. At the same time, the “Love Index” in the regions of Russia reduced the range of values. If in the winter the index changed from 3.0 to 5.5, then in the summer the index values ​​fell and vary from 2.7 to 5.1 . Nevertheless, it is important to note that according to the measurement results, all regions of Russia have positive indices greater than 1, i.e. There are significantly more positive messages than negative ones.

    Leading regions:
    Leadership "Index of Love" divided the Republic of Mari-El and the Leningrad region, the index which was 5.1. They are followed by the Vologda Oblast and the Republic of Karelia with an index of 4.9. On the fifth line with an index of 4.8 - Chelyabinsk region . A little lower with an index of 4.7 - the Orenburg region and the Republic of Tatarstan.

    Regions with the lowest “Love Index”:
    Among the regions with the lowest Love Index, no significant changes have occurred. On the 85th line of the rating is the Chechen Republic with an index of 2.7 . On the 84th line - the Republic of Dagestan with an index of 2.9 , on the 83rd - the Republic of Ingushetia with an index of 2.9. The Kabardino-Balkarian Republic index - 3.1 and the Republic of Sakha (Yakutia) - 3.0 - maintained their positions almost unchanged - 82nd and 81st rows, respectively.

    The most significant rotations in changing positions occurred in regions with an average value of the “Love Index”.

    Growth leaders:
    The Nenets Autonomous Okrug became the growth leader in terms of the number of positions in the ranking , with an index of 4.4, the region rose 48 lines and took 25th place. In most reports, residents of the Nenets Okrug express emotions in relation to their loved ones: they “declare their love” to parents and children, enjoy meetings with friends, negative emotions are also associated primarily with family troubles and domestic problems. According to the experience of previous studies, such a concentration of emotions on the family is usually associated with improvements in the general social situation in the region - with an increase in the quality of life, people are more open to the public manifestation of positive emotions.

    Tyumen region with an index of 4.5 rose by 33 lines- 17th place in the ranking, the Moscow region with an index of 4.4 rose 30 positions and took the 27th line, and the Novgorod region with the same index - 4.4, added 28 lines and took 23rd place.

    Negative dynamics:
    Negative dynamics remained in the Altai Republic, the region index was 4.1, the rating drop was 52 linesand moved Altai from traditional leaders to 55th place in the ranking. Such a sharp change in position may be due to the deterioration of the road situation in the region. The onset of spring, obviously, exacerbated problems with the quality of roads in the Republic and led, among other things, to several major accidents. The head of the region also drew attention to the situation, who in early June held a meeting with representatives of the road industry and urged them to check and improve the quality of road maintenance, as well as traffic safety and the condition of adjacent territories.

    Also, serious falls of the “Love Index” were recorded in the Vladimir Region - an index of 4.2 , a decrease in the rating by 43 lines,The Republic of Adygea (3.8) - minus 42 positions and the Jewish Autonomous Region (4.2) - minus 38 positions.

    It should be noted that after the winter growth of the “Love Index”, a significant decrease in positions was observed in Sevastopol - an index of 4.1, minus 31 positions and 50th place in the rating. The decline in the index is associated with a significant number of negative reports of rising prices from residents of the region.

    Nevertheless, it is worth noting that the regions that showed a fall in the index remain in the middle positions of the rating.
    An important indicator of the study is the “Love Index” for the country as a whole. In all previous studies, we observed a steady increase in positive in Russia. In the first study, published in June 2013, the Love Index for Russia as a whole was 2.6. Over the past two years, the index has been steadily increasing, setting a record in the winter of 2015 - during this period it amounted to 4.3. And today we observe the index at an equally high level - 4.2.

    “Love Index” by Russian regions

    Interactive map “Love Index” by Russian regions: br-analytics.ru/blog/lyubov-i-nenavist-na-karte-rossii-leto-2015-issledovanie-emocionalnogo-sostoyaniya-35-mln- polzovatelej-socialnyx-media

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