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. 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.

The tag cloud displays more frequent terms in darker shades, using a larger font, less frequent terms use a smaller font and lower opacity settings. The color of individual 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.