Tag Archives: 7 angles

Words as data: how data journalists tell stories about documents and text

Documents and other collections of text can be goldmines for data journalism — if you know how to approach them as data. Here are some techniques and inspiration for your next data project.

From stories about political speech and song lyrics, to street names and social media chatter, data journalists now have a wide range of examples of text-as-data to draw inspiration and guidance from, while tools such as Pinpoint and NotebookLM are making text analysis easier than ever.

I compiled a list of over 200 pieces of data journalism where text or documents were used as sources. Quantification techniques ranged from counting the frequency of a single word and using Google’s ngram viewer, to machine learning and topic modelling.

Looking at those articles it’s clear that, once quantified, journalists tell the same stories about text as any other piece of data: using the seven most common angles.

But how those angles are used — and how often — is where it gets interesting…

7 common angles for data stories: text and documents 
Scale: how often words/phrases are used
Change: how language has changed
Ranking: the most/least common words/phrases
Variation: e.g. in relation to gender, ethnicity, ideology etc.
Exploration: journeys through multiple angles; interactives
Relationships: correlations, similarities and connections
Meta: ‘how we quantified text’
Leads: clusters, patterns or themes for further digging
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Here’s how the ‘8 data story angles’ can help you get stories from company accounts

8 common angles for accounts stories
Scale: of profit/loss, of bonuses, payoffs, cuts
Change/stasis: profit/loss/bonuses going up/down
Outliers/ranking: based on any metric
Variation: within a sector
Exploration: a company structure; a director; payments
Relationships: mapping a corporate network or director’s interests
Bad data: Undeclared interests
Leads: Background, conflicts of interest, factchecks

A couple of years ago I mapped out eight common angles for identifying stories in data. It turns out that the same framework is useful for finding stories in company accounts, too — but not only that: the angles also map neatly onto three broad techniques.

In this post I’ll go through each of the three techniques — looking at cash flow statements; compiling data from multiple accounts; and tracing people and connections — and explain how they can be used to get stories, with examples of articles that have used those techniques successfully.

We start, naturally, with the money…

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