Lexicodata: Data Sciences and lexicometrics in communication and digital marketing. Reference frameworks, methodologies, social representations and performance indicators in Colombia and France.

Project: Research Project

Project Details


Organizations produce and analyze data, however, many of these data are represented in comments, opinions and social representations, which are difficult to manage and interpret by organizations.

This research project seeks to create a methodological model capable of analyzing the qualitative data that companies have on digital platforms, in order to evaluate the effectiveness of the marketing and digital communication strategies they propose, as well as other organizational performance indicators.

This transnational research proposal seeks to test the importance of data science and lexicometrics in the evaluation of communication and marketing campaigns in an organizational context in France and Colombia.

To this end, during the 24 months of this project, 3 research moments will be worked on: a diagnostic phase of classification and organizational strategy, an experimental analysis phase through the proposed method and a visualization phase of organizational performance.

The objective of these 24 months is to create a research methodology capable of combining a quantitative and qualitative approach in the identification and interpretation of business performance indicators in both countries.

It will first try to capture the numerical data related to communication and marketing strategies, and then capture the social representations that underlie the automated indicators.

After this stage, the aim is to question the limits of an essentially quantitative interpretation and evaluation of performance and show the contributions of lexicometrics for a more detailed interpretation and qualitative analysis of the strategies.

This project will initially focus on analyzing commercial strategies of companies through sponsored content on the social channels (Instagram, Facebook, YouTube and Twitter) of media organizations in France and Colombia.

More specifically, we will focus on the uses of data science in the development of communication, advertising and marketing strategies by companies that resort to the pure-player-aggregator type media sector in the two countries, in order to understand the difficulties, limitations and financial and ethical problems they face, given the need to maintain a balance between commercial strategy and editorial credibility due to the particularly sensitive nature of their product: information (?)


Data Sciences; Lexicometry; Digital Communication; Social Representations; Digital marketing; Media Industry; Colombia; France.

Commitments / Obligations

(1)An article in a high-impact specialized academic journal about the results of the research.

This article will explain the methodological model used and validate it.

It is an article resulting from research and will compile the 3 moments proposed in this document.

It may be submitted to a journal of digital studies, marketing or lexical studies.

(3) Three students in the research assistant modality trained.

(1)A national or international presentation.
Effective start/end date6/22/226/22/24

UN Sustainable Development Goals

In 2015, UN member states agreed to 17 global Sustainable Development Goals (SDGs) to end poverty, protect the planet and ensure prosperity for all. This project contributes towards the following SDG(s):

  • SDG 9 - Industry, Innovation, and Infrastructure

Main Funding Source

  • Installed Capacity (Academic Unit)


  • Bogotá D.C.


Explore the research topics touched on by this project. These labels are generated based on the underlying awards/grants. Together they form a unique fingerprint.