Research on Movie Short Reviews Based on Text Analysis

Traditional film evaluations often stem from expert reviews or surveys, but they fail to comprehensively reflect the genuine opinions of audiences. The rise of online media and user comments has made web-based text a valuable resource that can assist us in understanding audience evaluations of films and assessing their quality. Taking the film “Spicy and Hot” as an example, this study collected a vast amount of online comment data from 2024. 2. 10 to 2024. 6. 10 and analyzed these comments using natural language processing and text mining techniques based on ROST_CM6 to explore the factors influencing film quality. Firstly, the study evaluated the sentiment polarity in the text to determine the overall emotional orientation of audiences towards the film. Secondly, it analyzed the film characteristics mentioned in the comments, such as plot, actor performance, visual effects, and explored the correlations between these characteristics and film quality. Additionally, this study employed the analytical perspective of the agenda-setting theory to deeply discuss how media influence audience perceptions and evaluation criteria of these topics through reporting strategies, aiming to provide beneficial insights for future film creation and marketing strategies.