A Comparative Analysis of the Sentiments Expressed in Comments Posted under Identical Content across Different Social Media Platforms

Currently, there is a wide range of platforms available for video content and communication. Bloggers attract different audiences on various platforms, who view the content and provide feedback in the form of comments. The accessibility of similar tools, particularly the ability to post short videos, has encouraged bloggers to share the same content across multiple platforms. This has allowed for a comparative analysis of the sentiments expressed in comments on identical content posted on different platforms. For the purpose of this study, short videos by Russian-language bloggers producing content related to art were chosen for analysis. This field was selected as it is relatively neutral in terms of social and political perspectives. The ruBERT model was employed to classify comments based on their emotional tone. The findings support the hypothesis that the comments’ sentiment under identical videos related to art, posted on various platforms, differs.