CCOM Researchers Find Major Gap Between X Sentiment and Real Audience Reactions to "The Odyssey"
Montclair, NJ (08/05/2026) — Sentiment on X about the film "The Odyssey" was 1,200% more negative than the views of verified audience members, according to a new study from Montclair State University's Joetta Di Bella and Fred C. Sautter III Center for Strategic Communication in the College of Communication and Media. This reflects an even greater gap than the Center's previous studies of recent political elections where high levels of negativity about specific candidates were inconsistent with voter behavior. Similarly, contributing factors to the gap seen in sentiment about "The Odyssey" may include the volume of specific ideological accounts, bot-based activity, and overall platform infrastructure/algorithms. Results were based on analysis of 34,914 posts on X made from July 9 to July 14, 2026, the period immediately prior to "Odyssey" film screenings.
Highlights from the study include:
- X posts were 1,200% more negative about "The Odyssey" than real audience reactions
- Posts where sentiment could be identified were 39% negative, while verified audience reviews on the aggregation site Rotten Tomatoes were only 3% negative
- The film's massive global audience and $264.1 million opening weekend box office numbers further reinforce the disparity between X activity and real-world reactions
"As seen in our previous analyses, this data suggests that social media users should be cautious about assuming what they see online represents the perceptions of people in the real world, especially on the X platform," said lead author Dr. Bond Benton, professor of strategic communication at Montclair State University.
The full study here was conducted by Dr. Bond Benton, Dr.Yi Luo and Dr. Jin-A Choi from the Joetta Di Bella and Fred C. Sautter III Center for Strategic Communication.
About Montclair's College of Communication and Media: The College of Communication and Media (CCOM) offers a range of dynamic programs to a talented and diverse student population of approximately 2,000. Offering degrees in advertising, animation and visual effects, communication and media studies, film and television, journalism and digital media, social media and public relations, sports communication and an online, asynchronous MA devoted to strategic communication and media, the College prepares the next generation of communication and media practitioners and leaders. Founded in 2012 and housed in world-class, state-of-the-art facilities just 12 miles from New York City, the College is the only program in the country that offers the following opportunities for students: a radio station (WMSC), newspaper (The Montclarion), strategic communications agency (Hawk Communications), sports network (Red Hawk Sports Network) streaming platform (Hawk+), digital newsroom (News Lab) and studio, and a social media listening center (Joetta DiBella and Fred C. Sautter III Center for Strategic Communication). The College also has a Student Success team, including dedicated Career Services and Advising professionals who prepare students for the internship and job search process. Student projects and programs have recently received national recognition from PRSSA's Bateman Competition, an Edward R. Murrow Award, several Marconi Award nominations, and College Television Awards ("Student Emmy" awards) from the Academy of Television Arts & Sciences. The College is also home to the Center for Cooperative Media, which serves the public by working to grow and strengthen local journalism and media. Through nearly $10M in grants awarded over the last decade, the Center focuses on collaboration in journalism, media equity, media coaching and training, civic science and research. The Center is also home to the NJ Civic Information Consortium, the largest funder of media and journalism in New Jersey, granting more than $10M over the last five years to support independent local media, journalism and training initiatives.