From media analysis to media analysis 2.0: Our approach around the use of the term “allergen” in the media

What are the topics and brands that are most associated with the term “allergen” in the media? This is the question that The Metrics Factory asked itself before starting to write this article. We thus created a simple query in the singular and plural of the word “allergen” in the main national, specialized and regional media in France on the web over the last month.

Adverse effects of the vaccine, pollens, animal allergies...

Initially, we focused on the main topics that attracted media attention. No less than 16% of them concerned the adverse effects of the various Pfizer, Moderna or AstraZeneca vaccines, and in particular the cases of menstrual disorders, while 20% mentioned pollens (18 articles on Ambrosia pollen), 8% allergies to animals, with cats at the top of the list and 5% the allergenic sun creams (UFC Que Choisir study), the new European regulation that could endanger the Lavender production and the possible risks associated with nail polishes.

In addition, there is a very strong presence of the regional daily press in relaying this information. Indeed, 7 out of 8 articles concerning sun creams appeared in the PQR, 10 out of 18 on ragweed pollens. This is explained by the fact that these various media belong to the EBRA Group, which owns several major regional media such as Le Bien Public, L'Alsace, Le Dauphiné Libéré, Le Progrès...

As for brands, there is a strong presence of vacuum cleaners, air purifiers or brooms from Dyson, propelled by items evoking promotions or good deals. “A 360° activated carbon filtration system absorbs gases and a HEPA filter retains 99.95% of allergens and pollutants. Fine particles remain inside the device (up to 0.1 microns). All year round, you use it as an air purifier and in summer the Dyson TP02 will cool you down when the temperatures are warmer. A remote control is included and easily stored on the device, it is curved and magnetized. The Dyson TP02 circulates air throughout the room and tilts and swings to purify your home.”

In addition, articles on sun creams are bringing out brands such as Avène, Cien, Photoderm from Bioderma, Monoï, Vichy, Zenova from Action, Waterlover from Biotherm or La Roche Posay. “Many are penalized because they have many ingredients whose risks, even moderate ones, accumulate: irritants, sensitizers, allergens, fragrances...”, we read in the article.

The presence of Bourjois Chanel can be explained by an interview with Jean-Claude Lejollif, a biologist, former director of research and innovation at Bourjois-Chanel and president of the Cosméothèque. “Nail polishes as they exist today are celebrating their centenary, so if it were so dangerous, we would know”.

Adverse effects of the vaccine, the only subject that consumers are really interested in on social networks

We then looked at the resonance of these articles on social networks, namely how many likes, shares and comments generated these articles when they were shared on Facebook. While four topics that were quite different from each other emerged during the media analysis developed previously, media analysis 2.0 allowed us to detect a subject that was mostly of interest to consumers on social networks: the adverse effects of the vaccine and menstrual disorders in recently vaccinated women. Indeed, these articles generated 89% of the total resonance of the articles.

While the official Facebook media pages that reported on these unrest are responsible for a large majority of these reactions (Le Parisien, Le Figaro, BFM TV), several groups have a significant influence in the resonance of this information as well as several anti-vaccine and/or health pass groups and pages.

Lavender production is the other subject that has particularly interested Internet users on Facebook and has activated a rather politicized community, with Bruno Retailleau's page and the group Osons la Droite.

Finally, articles on sunscreens or ragweed pollen have all generated less than 500 commitments in the last 30 days.

In summary, while media analysis of articles containing the word “allergens” makes it possible to detect the main topics and brands that interested journalists, media 2.0 analysis of these articles makes it possible to identify the articles that most interested the consumer on Facebook and to understand the sociological composition of the pages and groups that contribute to this visibility.