Abstract
Political marketing is a discipline concerned with the study of the right political communication strategies. Precise decision making in political marketing largely depends upon the thorough analysis of vast amounts of data from a variety of sources. Relevant information from mass media, social networks, Web pages, etc., should be gathered and scrutinized in order to provide the insights necessary to properly adjust the political parties’ and politicians’ messages to society. The main challenges in this context are, first of all, the integration of data from disparate sources, and hence its analysis to extract the relevant information to use in the decision-making process. Big data and Semantic Web technologies provide the means to face these challenges. In this paper, we propose SePoMa, a framework that applies semantic Big data analysis techniques to the political domain to assist in the definition of political marketing strategies for political entities. SePoMa explores the pertinent structured, semi-structured and unstructured data sources and automatically populates the political ontology, which is then examined to generate electorate knowledge. An exemplary use case scenario is described that illustrates the benefits of the framework for the automation of electoral research and the support of political marketing strategies.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Notes
- 1.
- 2.
- 3.
- 4.
- 5.
- 6.
- 7.
- 8.
http://www.scielo.org.mx/scielo.php?pid=S0187-57952014000200005&script=sci_arttext [Accessed: 17-Jul-2018].
- 9.
http://www.eluniversal.com.mx/elecciones-2018/amlo-el-candidato-que-mas-crece-en-redes-sociales [Accessed: 17-Jul-2018].
References
Mendoza Bustamante, L.B.: Estrategia de comunicacion de mercadotecnia politica para una eleccion municipal. Universidad de las Américas Puebla (2004)
Juárez, J.: Hacia un estudio del marketing político: limitaciones teóricas y metodológicas. Espiral IX 27, 60–95 (2003)
Costa, L.: Manual de Marketing Político (2012). http://www.costabonino.com/manual.htm. Accessed 10 June 2018
Valdez Zepeda, A.: Las campañas electorales en la nueva sociedad de la información y el conocimiento. Estudios Políticos 20, 155–165 (2010)
Alonso Coto, M.A., Adell, Á.: Marketing político 2.0: lo que todo candidato necesita saber para ganar las elecciones. In: Gestión 2000, Barcelona (2011)
Laney, D.: 3D data management: controlling data volume, velocity, and variety. In: Application Delivery Strategies (2001). https://blogs.gartner.com/doug-laney/files/2012/01/ad949-3D-Data-Management-Controlling-Data-Volume-Velocity-and-Variety.pdf. Accessed 24 July 2018
Maté Jiménez, C.: Big data. Un nuevo paradigma de análisis de datos. Revista: Anales de Mecánica y Electricidad 41(6), 10–16 (2014)
Beyer, M., Laney, D.: The Importance of “Big Data”: A Definition. Gartner Publications, pp. 1–7, June 2012
Mayer-Schönberger, V., Cukier, K.: Big Data: A Revolution That Will Transform How We Live, Work, and Think. Houghton Mifflin Harcourt, Boston (2013)
Kale, S.A., Dandge, S.S.: Understanding the big data problems and their solutions using Hadoop and map-reduce. Int. J. Appl. Innov. Eng. Manag. (IJAIEM) 3(3), 439–445 (2014)
Shadbolt, N., Berners-Lee, T., Hall, W.: The semantic web revisited. IEEE Intell. Syst. 21(3), 96–101 (2006)
Bizer, C., Heath, T., Berners-Lee, T.: Linked data—the story so far. Int. J. Semantic Web Inf. Syst. 5(3), 1–22 (2009)
Rahoman, M.-M., Ichise, R.: A proposal of a temporal semantics aware linked data information retrieval framework. J. Intell. Inf. Syst. 50(3), 573–595 (2018)
Di Iorio, A., Rossi, D.: Capturing and managing knowledge using social software and semantic web technologies. Inf. Sci. 432, 1–21 (2018)
Studer, R., Benjamins, V.R., Fensel, D.: Knowledge engineering: principles and methods. Data Knowl. Eng. 25(1–2), 161–197 (1998)
Rodríguez-García, M.Á., Hoehndorf, R.: Inferring ontology graph structures using OWL reasoning. BMC Bioinform. 19(1), 7 (2018)
García-Sánchez, F., Fernández-Breis, J.T., Valencia-García, R., Gómez, J.M., Martínez-Béjar, R.: Combining semantic web technologies with multi-agent systems for integrated access to biological resources. J. Biomed. Inform. 41(5), 848–859 (2008)
Santipantakis, G., Kotis, K., Vouros, G.A.: OBDAIR: ontology-based distributed framework for accessing, integrating and reasoning with data in disparate data sources. Expert Syst. Appl. 90, 464–483 (2017)
Neuböck, T., Neumayr, B., Schrefl, M., Schütz, C.: Ontology-driven business intelligence for comparative data analysis. In: Zimányi, E. (ed.) eBISS 2013. LNBIP, vol. 172, pp. 77–120. Springer, Cham (2014). https://doi.org/10.1007/978-3-319-05461-2_3
Zamudio, Y.: Etapas del plan de marketing, UVEG (2015). http://roa.uveg.edu.mx/repositorio/postgrado2015/37/Etapasdelplandemarketing.pdf. Accessed 10 June 2018
Al Shayji, S., El Kadhi, N.E.Z.: Building fuzzy-logic ontology for political decision-makers. Int. J. Math. Models Methods Appl. Sci. 5(5), 991–1001 (2011)
Andreasen, T., Christiansen, H., Eberholst, M.K.: Ontology-based roles association networks for visualizing trends in political debate. In: Christiansen, H., Stojanovic, I., Papadopoulos, G.A. (eds.) CONTEXT 2015. LNCS (LNAI), vol. 9405, pp. 477–482. Springer, Cham (2015). https://doi.org/10.1007/978-3-319-25591-0_35
Wu, Y., Wong, J., Deng, Y., Chang, K.: An exploration of social media in public opinion convergence: elaboration likelihood and semantic networks on political events. In: 2011 IEEE Ninth International Conference on Dependable, Autonomic and Secure Computing, Sydney, NSW, Australia, pp. 903–910. IEEE (2011)
Al Shayji, S., El, N., El, Z., Wong, P.Z.: Building ontology for the political domain. In: Arabnia, H.R., Marsh, A., Solo, A.M.G. (eds.) Proceedings of the 2011 International Conference on Semantic Web and Web Services, pp. 106–112. CSREA Press, Las Vegas (2011)
Wongthontham, P., Abu-Salih, B.: Ontology-based approach for identifying the credibility domain in social big data. Cornell University Library (arXiv) (2018). http://arxiv.org/abs/1801.01624. Accessed 24 July 2018
Bihani, P., Patil, S.: A comparative study of data analysis techniques. Int. J. Emerg. Trends Technol. Comput. Sci. (IJETTCS) 3(2), 95–101 (2014)
Gómez Vieites, A., Suárez Rey, C.: Sistemas de información : herramientas prácticas para la gestión empresarial. RA-MA (2011)
W3C: RDF—Semantic Web Standards (2014). https://www.w3.org/RDF/. Accessed 10 June 2018
Hu, B., Carvalho, N., Matsutsuka, T.: Towards big linked data: a large-scale, distributed semantic data storage. Int. J. Data Wareh. Min. 9(4), 19–43 (2013)
Barceló Valenzuela, M., Sánchez Schmitz, G.G.A., Perez-Soltero, A.: La web semántica como apoyo a la gestión del conocimiento y al modelo organizacional. Revista Ingeniería Informática 12 (abril), 1–14 (2006)
Konys, A.: A framework for analysis of ontology-based data access. In: Nguyen, N.-T., Manolopoulos, Y., Iliadis, L., Trawiński, B. (eds.) ICCCI 2016. LNCS (LNAI), vol. 9876, pp. 397–408. Springer, Cham (2016). https://doi.org/10.1007/978-3-319-45246-3_38
Brunetti, J.M., Auer, S., García, R., Klímek, J., Nečaský, M.: Formal linked data visualization model. In: Proceedings of International Conference on Information Integration and Web-Based Applications and Services—IIWAS 2013, pp. 309–318. ACM Press, New York (2013)
Airinei, D., Berta, D.: Semantic business intelligence—a new generation of business intelligence. Inform. Econ. 16(2), 72–80 (2012)
Kureychik, V., Semenova, A.: Combined method for integration of heterogeneous ontology models for big data processing and analysis. In: Silhavy, R., Senkerik, R., Kominkova Oplatkova, Z., Prokopova, Z., Silhavy, P. (eds.) CSOC 2017. AISC, vol. 573, pp. 302–311. Springer, Cham (2017). https://doi.org/10.1007/978-3-319-57261-1_30
Bikakis, N., Sellis, T.: Exploration and visualization in the web of big linked data: a survey of the state of the art. In: 6th International Workshop on Linked Web Data Management (LWDM 2016), Bordeaux, France, pp. 1–8 (2016)
Nuzzolese, A.G., Presutti, V., Gangemi, A., Peroni, S., Ciancarini, P.: Aemoo: linked data exploration based on knowledge patterns. Semantic Web 8(1), 87–112 (2017)
Moreira, S., Batista, D., Carvalho, P., Couto, F.M., Silva, M.J.: POWER—politics ontology for web entity retrieval. In: Salinesi, Camille, Pastor, Oscar (eds.) CAiSE 2011. LNBIP, vol. 83, pp. 489–500. Springer, Heidelberg (2011). https://doi.org/10.1007/978-3-642-22056-2_51
Ortiz, A.: Polionto: ontology reuse with automatic text extraction from political documents. In: 6th Doctoral Symposium in Informatics Engineering, pp. 1–12. Universidade do Porto, Portugal (2011)
Daquino, M., Peroni, S., Tomasi, F., Vitali, F.: Political roles ontology (PRoles): enhancing archival authority records through semantic web technologies. Proc. Comput. Sci. 38, 60–67 (2014)
Alcock, C., Oliver, S., Smethurst, M., Somerville, A., Woodhams, B.: UK Parliament Ontologies, Parliament of the United Kingdom (2018). https://ukparliament.github.io/ontologies/. Accessed 6 June 2018
Buitelaar, P., Cimiano, P.: Ontology Learning and Population: Bridging the Gap Between Text and Knowledge. IOS Press, Amsterdam (2008)
Boumlik, A., Bahaj, M.: Advanced set of rules to generate ontology from relational database. J. Softw. 11(1), 27–43 (2016)
García-Sánchez, F., García-Díaz, J.A., Gómez-Berbís, J.M., Valencia-García, R.: Financial knowledge instantiation from semi-structured, heterogeneous data sources. In: Silhavy, R. (ed.) CSOC2018 2018. AISC, vol. 764, pp. 103–110. Springer, Cham (2019). https://doi.org/10.1007/978-3-319-91189-2_11
Salas-Zárate, M.P., Valencia-García, R., Ruiz-Martínez, A., Colomo-Palacios, R.: Feature-based opinion mining in financial news: an ontology-driven approach. J. Inf. Sci. 43(4), 458–479 (2017)
Chan, J.O.: Big data customer knowledge management. Commun. IIMA 14(3), 45–56 (2014)
Kupershmidt, I., et al.: Ontology-based meta-analysis of global collections of high-throughput public data. PLoS ONE 5(9), e13066 (2010)
Bao, Q., Wang, J., Cheng, J.: Research on ontology modeling of steel manufacturing process based on big data analysis. In: MATEC Web of Conferences 45 04005 (2016)
Bennett, M., Baclawski, K.: The role of ontologies in linked data, big data and semantic web applications. Appl. Ontol. 12(3–4), 189–194 (2017)
Eine, B., Jurisch, M., Quint, W.: Ontology-based big data management. Systems 5(3), 45 (2017)
Chi, E.H.: A taxonomy of visualization techniques using the data state reference model. In: Proceedings of IEEE Symposium on Information Visualization, INFOVIS 2000, pp. 69–75. IEEE Comput. Soc., Salt Lake City (2000)
Acknowledgements
This work has been supported by the Spanish National Research Agency (AEI) and the European Regional Development Fund (FEDER/ERDF) through project KBS4FIA (TIN2016-76323-R).
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2018 Springer Nature Switzerland AG
About this paper
Cite this paper
Guedea-Noriega, H.H., García-Sánchez, F. (2018). SePoMa: Semantic-Based Data Analysis for Political Marketing. In: Valencia-García, R., Alcaraz-Mármol, G., Del Cioppo-Morstadt, J., Vera-Lucio, N., Bucaram-Leverone, M. (eds) Technologies and Innovation. CITI 2018. Communications in Computer and Information Science, vol 883. Springer, Cham. https://doi.org/10.1007/978-3-030-00940-3_15
Download citation
DOI: https://doi.org/10.1007/978-3-030-00940-3_15
Published:
Publisher Name: Springer, Cham
Print ISBN: 978-3-030-00939-7
Online ISBN: 978-3-030-00940-3
eBook Packages: Computer ScienceComputer Science (R0)