Above is a word cloud of all mentions related to Hillary Clinton during the month of November, through midnight Eastern time.
The graphic, via our analytics partners at Zignal Labs, does not exactly highlight the kinds of words you want to see if you work at Clinton headquarters in Brooklyn.
It’s driven by the intense dislike for Clinton by activists on the left and the right, but mainly the right. Their constant drumbeat of criticism overwhelms any positive buzz that the Democratic frontrunner gets from her fans.
One negative post on a critical, obscure web site, for instance, got mentioned more than 45,000 times on Twitter. Many of the other Clinton items mentioned most frequently link back to staunchly conservative sites.
Democratic challenger Bernie Sanders actually garnered more attention online than Clinton during the past month. The Vermont senator was mentioned more than 2.8 million times across all forms of media, compared with 2.2 million mentions for Clinton.
And the Sanders mentions tended to be more positive. A viral Vine video showing a kid’s eyes perking up at a rally when the senator calls for removing the federal prohibition on marijuana was shared more than 110,000 times on Twitter alone last month. The clip, posted by a Los Angeles radio station, has now been viewed more than 25 million times:
Here is a word cloud tracking all mentions of Sanders in November:
The race continues to look sharply different on television than it does on social media. While Sanders received 57 percent of the Democratic chatter on Twitter, compared with 42 percent for Clinton, the former Secretary of State received 54 percent of the month’s television mentions among the Democratic candidates, compared to Sanders’ 35 percent.
Martin O’Malley is basically a nonfactor and afterthought among actual voters, but media coverage has kept him in the game. Less than 1 percent of tweets about the Democratic 2016 contest mentioned him, yet the former Maryland governor nonetheless managed to receive more than 11 percent of mentions in mainstream media coverage of the race.