Digital Conversations on Springster’s Global-Mobile Platform: A Computational Text Analysis Across Three Countries

This article demonstrates the value of high-volume user generated data for media content evaluation and planning. Using online platform Springster as an example, we explain the process of preparing, analysing, and generating insights from comments by registered users. Through this example, we attempt to answer the question of what digital conversations reveal about vulnerable girls. We used data from three countries (Nigeria, Philippines and South Africa) to answer this question, as we expect cultural differences on how users react to the same digital content. Our results show that digital conversations, when analysed through a valid framework, reveal important insights about adolescent girls, their experiences, their values and their social and cultural contexts. This approach can be used to develop content more relevant for the users, resulting on more sustainable engagement and impact, while it provides timely evidence for monitoring and evaluation of media interventions.