“Automated Sentiment” is the part which shows the info where Mediatoolkit itself determines the sentiment of each mention. It calculates the sentiment of each mention according to a number of positive, neutral and negative words used in a mention. Of course, since it’s automated, a computer can’t determine the sentiment of each mention with 100% correctness - because it cannot recognize irony or sarcarsm, for example. But, it will give you a general overview of the sentiment trend for a specific query.
Of course, Mediatoolkit gives users (humans) an opportunity to manually classify each mention with a label, according to what they perceive as positive, neutral or negative.

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