Document Type

Paper

Publication Date

7-27-2026

Journal / Book Title

Joetta Di Bella and Fred C. Sautter III Center for Strategic Communication

Abstract

This follow-up study from Montclair State University researchers in the Joetta Di Bella and Fred C. Sautter III Center for Strategic Communication in the College of Communication and Media shows that sentiment on X about the film “The Odyssey” was 1200% more negative than the views of verified audience members. This reflects an even greater gap than the Center’s previous studies of recent political elections where high levels of negativity about specific candidates were inconsistent with voter behavior.  Similarly, contributing factors to the gap seen in sentiment about “The Odyssey” may include the volume of specific ideological accounts, bot-based activity, and overall platform infrastructure/algorithms.   Results were based on analysis of 34,914 posts on X made from 7/9/2026 to 7/14/2026; the period immediately prior to “Odyssey” film screenings.  Posts where sentiment could be identified were 39% negative, while verified audience reviews on the aggregation site Rotten Tomatoes were only 3% negative.  This is especially noteworthy considering the film’s massive global audience and $264.1 million opening weekend box office numbers.  Results are consistent with previous studies from the Joetta Di Bella and Fred C. Sautter III Center for Strategic Communication that show a wide gap between X content and real-world beliefs, opinions, and behaviors.

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Joetta Di Bella and Fred C. Sautter III Center for Strategic Communication

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