Visualizing 100 Days

Because people use words and visual language to express their thoughts, language use reflects their thinking. Thus, analyzing someone’s language lends considerable insight into that individual’s thought processes. One way to analyze language use to better understand thinking processes, including priorities, goals, motivations, and strategies, is through culture mapping. Culture Mapping allows tangible visualization of cognitive frameworks and evolving cultural trends and tensions, in turn providing strategists from all disciplines with vital information for helping grasp social and consumer perceptions.

Using Culture Mapping to analyze President Donald Trump’s tweets during his first 100 days in office.

To illustrate our Culture Mapping method, we analyzed the language of President Trump with the goals of identifying his (possibly unstated) positions and forecasting his likely future directions. We drew our data from Trump’s Twitter feeds @realdonaldtrump and @potus during his first 100 days in office, beginning January 20, 2017.

We first used the signifiers within his tweets to classify them and identify primary archetypes. Trump drew persistently from four archetypes. We found that over time, Trump’s preferred archetype changed. Read more