Analyzing Communication and Migration Perceptions Using Machine Learning: A Feature-Based Approach

Andrés Tirado-Espín, Ana Marcillo-Vera, Karen Cáceres-Benítez, Diego Almeida-Galárraga, Nathaly Orozco Garzón, Jefferson Alexander Moreno Guaicha, Henry Carvajal Mora

Public attitudes toward immigration in Spain are influenced by media narratives, individual traits, and emotional responses. This study examines how portrayals of Arab and African immigrants may be associated with emotional and attitudinal variation. We address three questions: (1) How are different types of media coverage and social environments linked to emotional reactions? (2) What emotions are most frequently associated with these portrayals? and (3) How do political orientation and media exposure relate to changes in perception? A pre/post media exposure survey was conducted with 130 Spanish university students. Machine learning models (decision tree, random forest, and support vector machine) were used to classify attitudes and identify predictive features. Emotional variables such as fear and happiness, as well as perceptions of media clarity and bias, emerged as key features in classification models. Political orientation and prior media experience were also linked to variation in responses. These findings suggest that emotional and contextual factors may be relevant in understanding public perceptions of immigration. The use of interpretable models contributes to a nuanced analysis of media influence and highlights the value of transparent computational approaches in migration research.