From Keywords to Clusters: AI-Driven Analysis of YouTube Comments to Reveal Election Issue Salience in 2024

This paper aims to explore two competing data science methodologies to attempt answering the question, "Which issues contributed most to voters' choice in the 2024 presidential election?" The methodologies involve novel empirical evidence driven by artificial intelligence (AI) techniques. By using two distinct methods based on natural language processing and clustering analysis to mine over eight thousand user comments on election-related YouTube videos from one right leaning journal, Wall Street Journal, and one left leaning journal, New York Times, during pre-election week, we quantify the frequency of selected issue areas among user comments to infer which issues were most salient to potential voters in the seven days preceding the November 5th election. Empirically, we primarily demonstrate that immigration and democracy were the most frequently and consistently invoked issues in user comments on the analyzed YouTube videos, followed by the issue of identity politics, while inflation was significantly less frequently referenced. These results corroborate certain findings of post-election surveys but also refute the supposed importance of inflation as an election issue. This indicates that variations on opinion mining, with their analysis of raw user data online, can be more revealing than polling and surveys for analyzing election outcomes.