Public Discourse Surrounding the 2025 California Wildfires: A Sentiment and Topic Analysis of High-Engagement YouTube Comments

Dmitry V. Erokhin

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Public Relations and Crisis Communication Misinformation and Its Impacts Sentiment Analysis and Opinion Mining

Abstract

This study explores public discourse surrounding the January 2025 California wildfires by analyzing high-engagement YouTube comments. Leveraging sentiment analysis, misinformation detection, and topic modeling, this research identifies dominant emotional tones, thematic patterns, and the prevalence of misinformation in discussions. The results show a predominantly neutral to positive sentiment, with notable emotional intensity in misinformation-related comments, which were rare but impactful. The thematic analysis highlights concerns about governance, environmental issues, and conspiracy theories, including water mismanagement and diversity-related critiques. These findings provide insights for crisis communication, policymaking, and misinformation management during disasters, emphasizing the importance of aligning strategies with public concerns.

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2017Conspiracy theories as part of history: The role of societal crisis situations 2012Using Social Media to Enhance Emergency Situation Awareness 2015Socializing in emergencies—A review of the use of social media in emergency situations 2018CrisisMMD: Multimodal Twitter Datasets from Natural Disasters 2020Using AI and Social Media Multimodal Content for Disaster Response and Management: Opportunities, Challenges, and Future Directions 2020Understanding the evolutions of public responses using social media: Hurricane Matthew case study 2019Uncovering sentiment and retweet patterns of disaster-related tweets from a spatiotemporal perspective – A case study of Hurricane Harvey 2020Situational awareness extraction: a comprehensive review of social media data classification during natural hazards

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