In this study, we took arbitrary Twitter accounts of two newspapers for analysis – The Guardian (@guardian) and The Huffington Post (@HuffingtonPost). Unique headlines for the period from 1 September 2015 to 28 February 2017 were collected and analyzed using the IntenCheck text analysis engine.
The headlines were divided into two groups based on the number of retweets: greater or equal to 100 – were deemed Popular (≧100) and those with less than 100 were deemed Unpopular. A specific template was created from the headlines for each of the news sources (publishers) from the Unpopular group of retweets (<100).
Then, from this template, a language norm (a baseline) was calculated using IntenCheck tone and sentiment analysis categories. Popular headlines (retweets ≧100) were evaluated with respect to the specific baselines for each of the newspapers.