Abstract

Metric Media is known for its vast network of US-based pseudo-local news sites propagating specific ideologies, operating beyond traditional mass media manipulation techniques. By micro-targeting societal segments on divisive issues, Metric Media presents a nuanced form of content dissemination, raising questions about its impact on public opinion and welfare. The case study employed sentiment analysis, topic modelling, and social media engagement metrics to analyze content from July 2019 to January 2024. It offered a comprehensive view of Metric Media's thematic focus and the resonance of its narratives among communities. Additionally, it explored the role of data scraping and visualization in highlighting the organization's strategic approaches to news dissemination. This investigation not only elucidated Metric Media's use as a political tool across ideologies but also underscored the importance of data-driven methodologies in enhancing public awareness of media influence. The findings contribute to the discourse on digital media manipulation, emphasizing the need for critical engagement with news sources.

Keywords: local news, open source intelligence (OSINT), data journalism, propaganda