The tag cloud visualizes the most relevant keywords identified in recent online publications of a stakeholder group. Terms are arranged alphabetically; size and opacity are proportional to their importance – i.e., their relative frequency in the text archive (more frequent terms are rendered in darker shades, using a larger font, less frequent terms using a smaller font and lower opacity settings). The color of terms indicates their sentiment (positive = green; neutral = black; negative = red). This allows investigating the “spin” across sources; e.g. typically balanced news media coverage compared to the very positive slant characteristic for corporate publications found on the Web sites of Fortune 1000 companies.

Users can adapt the zoom factor of the display and select terms by clicking on them, which triggers a full text search and displays a list of matching concordances.