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Inclusion: What Reddit has to say about SXSW

(Deep learning-based narrative maps viewable on desktop only)

Are bands treated right at SXSW?  What's the story on badges and bracelets?  How does SXSW's success impact neighbourhoods and access for the people who helped make the festival big in the first place?  

We've took xxxx posts from Reddit that mentioned SXSW, ran them through our narrative deep listening tools, and found a large number of posts touching on different aspects of inclusion, which we  

Below are two deep-learning-based narrative maps, which we then trend-analysed to understand what's changing.

 

1.  The overall conversation on Reddit - Every post about SXSW from x to y date.

Each dot on the below map represents a post.   Hover your cursor over the dots to read the underlying statement for each.  Give the maps up to a minute to load. 

2.  The inclusion-specific narratives.

3.  Bar charts

"Doing it right": an emerging meta-narrative

Our deep learning tools arrange each narrative theme into broader classifications or 'meta-narratives.'  Outlined below, 3 of the 4 meta narratives (players, competition, and stories) have always been fundamental to the NBA brand.  With a successful finish to the bubble season, and a clear committment to social justice as well as the wellbeing of the NBA community, "doing it right" has emerged as a key theme. The emergence of this narrative is a positive, though it will come with expectations from the wider community of NBA fans. Understanding/tracking the drivers within this meta narrative - and demonstrating consistent convictions within it  - will be important in sustaining the reputational momentum of a successful bubble season.

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Tracking influence (likes/favorites) per narrative

Which narrative terms get the most traction?  The below chart shows the breakdown of likes given on Twitter within 5 of the largest narrative themes.  The chart shows that 'player portraits' earn more likes than other narratives:  20% of them earn more than 55 likes.  The justice narrative, reflecting on social justice and movements like Black Lives Matter, came in second in terms of earned likes.  Consistent with the findings above, this suggests that social justice is becoming an important part of how fans define the NBA brand.

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