OK, Google, Tell Me About Birth Control: Sentiment Analysis of Anti- and Pro-Birth Control Headlines and Snippets

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Anna Young

University of Connecticut (Correspondence: anna.2.young@uconn.edu)

Kenneth A. Lachlan

University of Connecticut

Robert C. Young

Citation: Young, A., Lachlan, K. A., & Young, R. C. (2021). OK, Google, tell me about birth control: Sentiment analysis of anti- and pro-birth control headlines and snippets. Journal of Communication Technology, 4(1), 1-27. https://doi.org/10.51548/joctec-2021-002

Abstract: Drawing on Language Expectancy Theory and Extended Parallel Process Model, the study aims to explore the difference between anti- and pro-birth control information available online by comparing word usage, sentiments and online popularity of anti- and pro-birth control headlines and snippets returned by Google Search engine. Findings indicated that anti-birth control entries used more emotional words, especially those communicating fear. Headlines and snippets with words communicating positive emotions were more popular on Facebook. In more than half of the cases, the headlines and snippets returned by Google were communicating conflicting messages about benefits and dangers of birth control. The implications of the results of this study for digital practitioners, healthcare workers and online consumers of health-related information are discussed.

Keywords: birth control, Google search, sentiment analysis, text mining, well-being