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TECHNOLOGY ADVANCEMENT: AN APPLICATION OF TEXT MINING

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A Compendium of Ideas & Perspectives on Sustainable Development Goals ISBN: 978-93-86644-50-3

TECHNOLOGY ADVANCEMENT: AN APPLICATION OF TEXT

21 MINING

1
Nishant Agrawal, 2Prof. Rajesh Kumar Jain
1
(Research Scholar, Institute of Management, Nirma University, Ahmedabad)
2
(Institute of Management, Nirma University, Ahmedabad)

Abstract:
Purpose: The aim of this research paper is to mine and analyze the text using statistical technique and find meaningful
insights which can help the decision makers to take a decision. Here research paper include various innovative
application of text mining using R programming like text analysis of Prime Minister of India Narendra Modi (2014-
2019) and Manmohan Singh’s (2009-2013) Independence Day speech and Obama and Donald Trump’s victory speech
of United States presidential election of 2012 and 2016 respectively and comparison analysis of both the president’s
victory speech.

Design/methodology/approach: Text mining and comparative analysis techniques have been used to analyze the text
of different leaders using different library packages of R programming.

Finding: The result of this text mining is very interesting and meaningful for the decision makers. Some of the words
are very commonly used by all the politicians like “together”, “country”, “people”, “work”, “future” etc. during their
speech. These shows leaders are very futuristic in their plan and strategy.

Research implications: With the help of this research paper common man can understand the motivation of political
party and mission, the vision of the leaders. People will also get an idea about how focus shifted as leadership changes
for the country with the help of comparative analysis.

Originality/value: This research paper is one of the first studies that combine various application of text mining using
R programming.

Key Words: Text mining, Victory speech of Obama and Trump, comparison analysis
INTRODUCTION

Presidential leadership in the USA has received considerable attention from leadership researchers (Bligh and Kohles,
2009; Williams et al., 2012; Beck et al., 2012). Text Analyses of politician speech using different techniques has
emerged as one of the most interesting research nowadays. Burdett (1999) studied that language creates imagery in
turn shapes behavior. He keeps that the formation of new language and imagery is an important signal of change to
followers. Some of the research has also discovered the importance of different dimensions of language in clarifying
perceptions of leadership (Bligh et al., 2004; Fiol et al., 1999; Mio et al., 2005). Tan and Wee (2002) conclude that
leaders use language to make meaning, and support themselves with the interest, values, and beliefs of followers.
Therefore, through the usage of language leaders are inviting followers to enter a “world of connections, a nexus of
values” (MacLeod and Webb, 2009, p. 5). The whole text should be logical, accurate and organized to influence the
audience (Wang, 2010).

There are various researcher studied context analysis in different context like to gain customer knowledge in low cost
airlines using text mining (Bee Yee Liau, Pei Pei Tan, 2014) , News analysis through text mining (I.C. Mogotsi.,
2007), Trust building in wine blogs (James D. Doyle et al. 2012) etc. Majority of the data are in the completely
unstructured format (i.e. text) so some researchers citing numbers as high as 85-90 percent. This advanced into text
data mining techniques and the field finally established on simply text mining (Larose, 2005). As per the Miner (2012),
text mining is one of the upcoming practices which brings together artificial intelligence, machine learning, statistics,

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and other management disciplines. From the last couple of years, data mining has been used repeatedly within business
intelligence and text mining is increasing as a method to extract knowledge (Moro et al., 2015; Chakrabarti, 2003;
Kent, 2014).

Indian general election of 2014 was the longest election in the country's history which run in nine phases from 7 April
to 12 May 2014. As per Election Commission of India 814.5 million people were eligible to vote with an increase of
100 million voters as compared to the last election in 2009 making it largest-ever election in the world. With the help
from different parties finally, Bharatiya Janata Party’s leader Narendra Modi become 14th Prime Minister of India.
Obama defeated Mitt Romney in 57th quadrennial United States presidential election, 2012 and Donald Trump
defeated Hillary Clinton in 58th quadrennial American presidential election 2016. In this paper, we have focused some
of the most powerful leaders in the world and understand their strategies and leadership style using text analytics with
the help of R programming.

So here we have done text analyses on Indian Former Prime Minister Manmohan Singh’s Independence Day speech
from 2009 to 2013, current Indian Prime Minister Narendra Modi’s Independence Day speech from 2014 to 2017,
former President of United States of America Obama’s victory speech of presidential election of 2012 and current
President of United States of America Donald Trump’s victory speech of presidential election of 2016. In this research
paper, we focused on a politician’s speech text mining and emphasis on most frequent words they used. Our
methodological tactic involves the use of content analysis which we considered appropriate given our focus on words.
There are various text mining applications where the author used R programming to find meaningful insights.
Following are some of the application of text mining in a different discipline.

Application Author
Campaign speeches of Barack Hussein Obama and John McGuire, D et al (2016)
McCain during the 2008 US Presidential Election
China: content analysis of travel blogs Son, A. (2011)
Trust building in wine blogs: a content analysis Doyle, J. D., Heslop, L. A., Ramirez, A., Cray, D., &
Armenakyan, A. (2012)
Exploring academic libraries’ use of Twitter: a content Al-Daihani, S. M., & AlAwadhi, S. A. (2015)
analysis
Exploring research on quality and reliability Carnerud, D. (2017)
management through text mining

Mining consumer dialog in online forums Kaiser & Bodendorf (2012)

News analysis through text mining Mogotsi, I. C. (2007)
Gaining customer knowledge in low cost airlines Yee Liau, B., & Pei Tan, P. (2014)
through text mining
Social media content and sentiment analysis on Hao, J., & Dai, H. (2016)
consumer security breaches
Analysis of tweets in response to the death of Michael Hoe-Lian Goh, D., & Sian Lee, C. (2011)
Jackson
Table 1: Text mining application

Methodology:
Our study included 91914 characters of Manmohan Singh’s Independence Day speech from 2009 to 2013; 137971
characters of Narendra Modi’s Independence Day speech from 2012 to 2014; 13100 characters of Obama’s victory
speech of 2012 and 5296 characters of Donald Trump’s victory speech of 2016 for text analysis using R programming.
Some of the library packages of R programming has been used to do text mining of speeches like wordcloud (to plot
word cloud), tm (for text mining), ggplot2 (creating graphics) etc.

The objectives of this research paper are as follow,

1. To understand how focus shifts from one time period to another during the tenure of the leader of the country
using a text analysis technique

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2. To understand how focus changes when a leader of a country changes from one time period to another using
text analysis technique
3. To study the efficacy of the text analysis as a method to understand the focus of a leader from one continent
(India) context to another continent (US) context
4. To explore the application of open source software (R Programming) for the research
In this research paper, we have used R programming of version 1.1.453. Some of the most useful packages of R
programming has been shown in Table 2.

Package Description
tm Text mining
RColorBrewer ColorBrewer Palettes
wordcloud Create Word Cloud
ggplot2 Create Elegant Data Visualizations Using the Grammar of Graphics

wordcloud2 Create Word Cloud by 'htmlwidget'

Table 2: Packages of R programming

The process we have taken in this research paper is shown around three different knowledge discovery phases as per
the study of Karanikas and Theodoulidis (2002). Knowledge discovery phases process consist of following phases:

• Data collection
• Document pre-processing
• Text mining

• Data collection
Manmohan Singh’s Independence Day speech from 2009 to 2013 and four years of Narendra Modi’s Independence
Day speech from 2014 to 2017 was analyzed. Text mining techniques are used in data pre-processing and a
combination of different statistical techniques are used to derive a meaningful conclusion. President of the United
States of America Donald Trump’s victory speech of 2016 is collected which contain 5296 characters / 947 words,
President of United States of America Obama’s victory speech of 2012 contains 13,100 characters, Narendra Modi’s
four years Independence Day speech contain 137971 character / 24,129 words and Manmohan Singh’s Independence
Day speech contain 91914 characters from 2009 to 2013.

• Document pre-processing and Text Mining

This research paper used text mining technique to understand political behavior in India and USA. The analysis
covered in two sections one section discussed context analysis of Manmohan Singh and Narendra Modi’s
Independence Day speech with individual year comparison and second section discussed text analysis of Obama and
Donald Trump’s victory speech of United States presidential election. For the text analysis four separate documents
are created which contain Manmohan Singh’s Independence Day speeches from 2009 to 2013, Narendra Modi’s
Independence Day speeches from 2014 to 2017, Obama’s victory speech of United States presidential election 2012
and Donald Trump’s victory speech of United States presidential election of 2016 and after creating separate
documents, speeches are then cleaned by removing punctuation, special characters, digits to get better outcome.
Following this, words stemming and tokenization are carried out. Punctuation was removed in the process of
tokenization. Following this, stop-words are removed from all the documents.

Stop-words are words from a non-linguistic view that do not carry information. Prepositions (such as “to”, “after”,
“from” etc.), articles (such as “an”, “a”, “the”) and pronouns (such as “I”, “you”, “she”, “he”, etc.) can be considered
as stop-words. Removing stop-words benefits to improve text processing performance. Subsequent, word stemming
is executed. It is a process of converting words into their roots. Many words in English have different forms of the
same words, for example, “stemming”, “stemmed” and “stems” have the same root word of “stem”. Finally, capital
letters are converted into lower case followed by text mining and comparative analysis of all the speeches.

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Data Analysis and Results

After performing a data cleaning process on all the documents we perform text mining technique and received
meaningful insights. In Manmohan Singh’s Independence Day speech from 2009 to 2013 finally we left with 64501
characters out of 91914 characters, Narendra Modi’s Independence Day speech from 2014 to 2017 had 67059
characters out of 137971 characters, Donald Trump’s victory speech had 3245 characters out of 5296 character and
Obama’s victory speech had 7881 characters out of 13100 after text cleaning process. Finding this paper is divided
into four parts. Part 1 discussed about analysis of Manmohan Singh’s Independence Day speech from 2009 to 2013 ,
part 2 discussed about analysis of Narendra Modi’s Independence Day speech from 2014 to 2017 followed by
comparison of both the Indian prime minister’s speech, part 3 discussed about analysis of former President of United
States of America Obama’s victory speech of presidential election of 2012 and part 4 discussed about analysis of
current President of United States of America Donald Trump’s victory speech of presidential election of 2016 followed
by comparison of both the president’s victory speeches.

Application 1: Indian Prime Ministers’ Text analysis from 2009 to 2017

Manmohan Singh’s Independence Day speech from 2009 to 2013

India held general elections to 15th Lok Sabha in five phases between 16 April 2009 and 13 May 2009 when
Manmohan Singh was a leader from UPA alliance and Lal Krishna Advani from NDA alliance. Manmohan Singh
received 28.55% of votes while Lal Krishna Advani received 18.80% votes so finally Manmohan Singh was sworn in
as the 13th Prime Minister at the Ashoka Hall of Rashtrapati Bhavan on 22nd May 2009. So to understand leadership
style as expressed in his Independence Day speeches from 2009 to 2013, text analysis has been done which is shown
in Table 3 and Figure 1.

Word Frequency
development 53
education 47
economic 41
children 31
scheme 30
health 29
Table 3: word frequency of Manmohan Singh’s Independence Day speech from 2009 to 2013

Figure 1: Plot of most frequently used words in Manmohan Singh’s Independence Day speech from 2009 to 2013

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Figure 2: Word cloud of Manmohan Singh’s Independence Day speech from 2009 to 2013

As per the word frequency and world cloud of Manmohan Singh’s Independence Day speech from 2009 to 2013 from
Table 3, Figure 1 and Figure 2 we can conclude that Manmohan Singh’s overall focus was on “development”,
“education”, “economic”, “work”, “security”, ”health” etc.

Figure 3: comparison analysis of Manmohan Singh’s Independence Day speech from 2009 to 2013

Figure 3 represents comparison analysis of Manmohan Singh’s Independence Day speech from 2009 to 2013
for an individual year. With the help of this comparison, we can find out how Manmohan Singh’s leadership style
changes over a period of time. In the year 2009 when he became Prime Minister of India, his focus was on ”rural” ,
”urban”, ”loans”, “effort” etc. In the year 2010 focuses changes towards “society”, ”welfare”, ”citizens”, “poor” etc.
followed by the year 2011 focus was on “workers”, ”land”, ”bill” etc. In the year 2012 attention was on “scheme”,
”villages”, ”children”, ”tribal”, ”work”, ”security” etc and 2013 was the year before next election where his emphasis
was on “projects”, ”growth”, ”poverty”, ”reform” etc. So this is how Manmohan Singh’s focus was shifted over a
period of time. Next part will discuss text analysis of Narendra Modi’s Independence Day speech from 2014 to 2017.

Narendra Modi’s Independence Day speech from 2014 to 2017

Table 3 and Figure 1 shows the most frequent words Narendra Modi used during his speech in descending order.
Figure 2 shows wordcloud of the Narendra Modi’s Independence Day speech in which “forward”, “poor”, “resolve”,
“farmer” “freedom” etc. words are frequently used in the speech and Figure 3 shows comparison analysis of all the
four years of the speech individually.

Word Frequency
forward 45

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poor 43
move 38
resolve 34
farmer 33

Table 4: word frequency of Narendra Modi’s Independence Day speech from 2014 to 2017

Figure 4: Plot of most frequently used words in Narendra Modi's speech

Figure 5: Word cloud of Narendra Modi’s Independence Day speech from 2014 to 2017

Comparison Analysis of Narendra Modi’s Independence Day speech from 2014 to 2017

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Figure 6: comparison analysis of Narendra Modi’s Independence Day speech from 2014 to 2017

As per the comparison analysis we can observe that in 2014 when Narendra Modi’s become Prime Minister of India
his focus was on “village”, ”world”, ”move”, ”skills” and “job” which clearly represented in Figure 6. In the year
2015 Prime Minister emphasis on “tax”, ”land”, ”bill”, ”niti” etc. followed by the year 2016 his focus was on
“electricity”, “bulb”, “LED”, “society” etc. and in the year 2017 Narendra Modi attentions was on “demonetization”,
”railway” , ”faith”, ”black (money)”, ”resolve” ,”system” etc. Some of the interesting outcomes of this comparative
analysis is Prime Minister focused on the future and public related issues. So with the help of this comparative analysis,
we can find out motivation and his leadership style as Prime Minister over a period time from 2014 to 2017.

Compare Manmohan Singh and Narendra Modi’s Independence Day speech

Figure 7: Compare Independence Day speech of Manmohan Singh and Narendra Modi

Different leaders have different working style and different strategies they will use before elections and after elections.
So a comparison of different leaders using text analysis will be one of the more exciting results research can get. So
here we have done a comparison of Independence Day speech of Manmohan Singh (2009 to 2013) and Narendra Modi
(2014 to 2017) which is shown in Figure 7. From the Figure 7, we can easily find out leadership style of both the
leaders and motivation behind elected as Prime Minister of India. Manmohan Singh focuses on “education” ,”rural”
,”economic” ,”law” ,”bill” ,”act” etc. where Narendra Modi emphasis on “youth” ,”poor” ,”freedom” ,”bulb”
,”forward” ,”LED” , ”tax” etc. So we can conclude that both the leader have their different perspective towards the
country and different working style. Following part will explained text analysis of Obama’s victory speech of United
States presidential election, 2012.

Application 2: United States presidential election’s victory speeches Text analysis of 2012 and 2014

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Obama’s Victory Speech 2012

Obama defeated Mitt Romney in 57th quadrennial United States presidential election, 2012 and he won 51.1% of the
popular vote compared to Romney's 47.2%. Obama was also the first president to secure at least 51% of the popular
vote in two elections since Dwight Eisenhower in 1952 and 1956. So different president have a different roadmap for
the future of the country. Obama shared his roadmap for the United States of America for the next four years at his
election night party in Chicago after defeating Republican challenger Mitt Romney. So in Table 5 and Figure 6 shows
word frequency and Figure 7 represent word cloud of his victory speech of United States presidential election of 2012.

Words Frequency

Country 13

Forward 9

Work 9

Best 8

future 8

together 8

president 7

Table 5: Word frequency of Obama’s victory speech in 2012

Figure 6: Plot of most frequently used words in Obama’s victory speech

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Figure 7: Word Cloud of Obama’s victory speech

As per the word frequency Table and word cloud we can determine that Obama more emphasis on the future of
America, focus on work, spread love, work together, believe in a generous America etc. because “hope”, “country”,
“work”, “forward”, “together”, “future”, ”love”, ”believe” etc. are some of the most frequent words he used in his
victory speech 2012 which shows mission and vision of Obama for the United States of America. This shows
leadership quality and working style of Obama which differentiate him from other leaders. Next part will explain the
victory speech of Donald Trump’s presidential election of the United States, 2016.

Donald Trump’s Victory Speech 2016

Donald Trump defeated Hillary Clinton in 58th quadrennial American presidential election 2016. In a surprise victory,
Trump took office as the 45th President of United States of America. So after winning the presidency, Donald Trump
addressed supporters in New York City and he also shared his mission and vision for the United States of America
after defeating Democratic Party challenger Hillary Clinton. In Table 6 and Figure 8 shows word frequency and Figure
9 represent word cloud of his victory speech of United States presidential election of 2016.

Words Frequency

great 15

country 8

dream 4

potential 4

robert 4

together 4

work 4

brother 3

Table 6: Word frequency of Donald Trump victory speech of United States presidential election of 2016

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Figure 8: Plot of most frequently used words in Donald Trump victory speech 2016

Figure 9: Word Cloud of Donald Trump victory speech 2016

Donald Trump is famous for his different leadership personality style as compared to other leaders which can be
identified from Figure 9. In his victory speech he emphases on “great”, ”country”, ”potential”, “dream”, ”rebuild”,
”relationships”, ”love”, ”world”, ”together”, ”work” etc. which are most frequent words he used. He used most of the
positive words in his victory speech which create a positive impact in the mind of citizens. Further part will explain
the comparison of victory speech of Obama (2012) and Donald Trump (2016).

Comparison of victory speech of Obama (2012) and Donald Trump (2016)

Obama was the 44th president of United States of America and Donald Trump is the 45th president of United States
of America. Both the leader have different strategy and goal for the betterment of the country. So in this section, we
have compared both the leader’s victory speech to know focus area of both the leaders as expressed in their victory
speeches using text mining technique using R programming. Comparison of victory speech of Obama and Donald
Trump for United State of America’s President Election 2012 and 2016 respectively is one of the interesting text
analysis in political history. As per the Figure 10 we can observed that when Obama won the United States presidential
election 2012 his focus was on jobs for young people, fight for new opportunities, move forward, more hopeful about
future, makes America great etc. where trump focuses on renewing the American dream, untapped potential, rebuild
highways, bridges, tunnels, airports etc.

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Figure 10: Comparison of victory speech of Obama (2012) and Donald Trump (2016)

Some of the most frequent words used by Obama and Donald Trump during their victory speech was “great”,
“country”, “America”, “people”, ”forward” etc. which shows that both the politician care about their country and look
forward to design colorful the United State of America.

DISCUSSION, CONCLUSION, AND LIMITATIONS

This research paper used text mining technique on Manmohan Singh’s Independence Day speech from 2009 to 2013,
Narendra Modi’s Independence Day speech from 2014 to 2017 with individual year comparison, Obama’s victory
speech of United States presidential election of 2012 and Donald Trump’s victory speech of United States presidential
election of 2016. Some of the other researchers has studied the speeches of organizational leaders, investigative use
of self-deprecating humor in speeches (Hoption et al., 2013) and the usage of motivating language (Sarros et al., 2014).
Davis, K.M. and Gardner, W.L. (2012) have discussed that both the power of a leader’s delivery and communicative
style can touch follower perceptions of the leader’s personality and likeability. In this research paper, we have analyzed
Manmohan Singh and Narendra Modi’s Independence Day speech from one time period to another using text analysis
technique. Similarly, the paper also includes analyses of Obama and trump victory speech with the same technique.

Trichas and Schyns (2012) revealed that leader’s facial expressions also play an important role which affects the
insights of the message believed by followers. Hence, one of the limitations of this research paper is to use some of
the different powerful technique which can capture facial expression, communication style, and leader’s emotional
connection, which may give more insights of the leaders. Other techniques like a neural network, clustering analysis,
and classification can be used to analyze text rather than R programming. The use of text mining on political leader’s
speech describes a positive vision for the future. This research revealed that leader should have long term vision and
they should think for growth for their respective country and citizens. Some of the common words in their speeches
are “country”, “people”, “work”, “together” which shows a clear vision and mission of the leader for the country.

It is hoped that future research will continue to investigate and extend this research to a longer period of time with
more political leaders’ speech comparison. The result of this study is very promising to a better understanding of the
motivation of decision-makers during the election or after the election. This text mining using R programming can be
a powerful technique to analyze key issues expressed in the speeches, blogs, newspapers, articles, interviews etc.

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