Morphos finds and analyses media across thousands of fragmented online sources, and turns them into a clear picture of what matters, so communication and strategy teams can act with confidence.
Morphos aims to create a new way of gathering and monitoring media output, built on the Large Public Media Map (LPMM).
The LPMM algorithm will track how rhetorical trends move across the media scene and within a target audience, so that communication strategies can be adjusted to them. It will also let users visualise where disinformation and misinformation campaigns start, so that counter-strategies can be built. As a user of Morphos, you will gain a new understanding of how media reality is shaped around your target audience, and leverage in any wider public-perception strategy.
The LPMM is a single map of the public media environment. Every actor producing media content in a given corpus appears on it as a node, and the links between actors represent lexical and thematic similarity in how they treat a given topic; the rhetorical layer is in development. Those links make it possible to analyse how a narrative spreads and how it evolves, and, once that layer is in place, what kinds of rhetoric carry it furthest across different audiences.
What Morphos brings you
The map is what we are building. This already runs today:
and much more
sources → coding → LPMM → outputs
Public sources (media, experts, context, citizens) → reading & coding by narrative → data arrangement → the LPMM → the outputs : diffusion, map / inheritances, the gap, and advisory (in development). The weighted multi-model engine and the rhetorical layer are phase 2, not simulated here. Enable JavaScript to explore the method.
Operational today
In development
Be the first to know as we ship.
