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M.O.O.D, the Monitor for the Observation of Hate in Sport measures the conversation and the level of hate and racism on social media in Spain. The project involves LALIGA, Séntisis and GroupM and is a further step towards detecting and eradicating discrimination in football and society.
M.O.O.D provides a weekly report which audits the level of hate and racism that takes place on social media and is related to LALIGA. It's an external tool that monitors all the platforms and displays the metrics recorded on each day.
Séntisis Intelligence technology analyses language using a semantic engine with more than 50,000 linguistic rules and Artificial Intelligence algorithms, allowing messages to be identified and classified by context and language use.
A score from 1 to 10 that measures the degree of violence discourse in social media around the competition. The higher the number, the higher the level of violence discourse.
Number of conversations on social networks analyzed during the matchday.
Number of unique users who have broadcast those conversations.