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Expressions people associate with specific topics are very important in communication. They create the film that is played in people´s heads while listening to narration or reading a text. The associations change over time, depending on currently discussed topics and experiences of the individual of the past. And of course, everybody has his or her own associations.

While planning a new campaign or drafting a new speech it is often very helpful to know what is currently associated with a single word.  Thanks to Leander Wattig I recently found neoformix.com and the tool News Spectrum.  It is a visualization tool that shows which words are associated with a specific pair of terms in the news (taken from results from Google News.) One topic is coloured blue, the other red, and the associated words are coloured and positioned closer or further away based on how highly they are associated with one or the two topics.

You can try News Spectrum by clicking here and enter your own terms of interest. Maybe the results help you to better shape the wordig and associations you use in your next campaign.

Below I ran the expressions “Journalism” versus ” PR” and got interesting results, see yourself.