SENTIMENT ANALYSIS OF NEWS ARTICLE IN COMMENTS SECTION OF FACEBOOK AUDIENCE

Abstract

This study investigates the impact of comment sections on Facebook news articles, focusing on how comment sentiment influences user engagement, perceptions of news credibility, and consumption behavior. Grounded in Robert M. Entman’s Framing Theory (1993), whichsuggests that presentation shapes audience interpretation, this research examines how linguistic framing in comment sections affects user interactions with news content. A quantitative analysis approach was used, analyzing a dataset of 5,000 comments categorized by sentiment (positive, negative, neutral) and assessing engagement metrics, including likes, shares, and additional comments. The findings reveal a strong correlation between positive comment sentiment and higher engagement metrics, with articles receiving positive comments garnering significantly more likes and shares. Data shows that positive comments enhance perceptions of credibility, with users rating news credibility higher when exposed to favorable comments. In contrast, negative comments led to lower engagement and diminished perceptions of trustworthiness. The study concludes that positive comment sentiment promotes user loyalty and sustained engagement, offering practical implications for news organizations aiming to enhance audience trust and interaction through managed comment sections. Further research is recommended to examine specific linguistic strategies within comments that may foster constructive discourse, benefiting both news publishers and their audiences in a digital media environment.