This study examines the relationship between price discovery and commodity-related media sentiment in the Chinese futures market through a tone-based natural language processing framework. We integrate a customized Chinese BERT model into a BiLSTM network with an Attention mechanism, enhancing semantic representation through contextual embeddings and salient feature emphasis. Analyzing over 850,000 news articles, we find sentiment provides significant incremental predictive power for commodity portfolio returns. We finally design a long-short trading strategy that consistently outperforms several benchmark approaches. The results emphasize that deep semantic sentiment analysis offers substantive predictive value for asset returns.

Do investors respond to what fund managers say, or how they look saying it? Using 2,000 live-streamed sessions by Chinese ETF managers and multimodal machine learning, we show that managers’ facial expressions, not their words, drive fund flows. A one-standard-deviation increase in positive facial affect raises next-day flows by 0.17pp (260% of mean). Vocal tone shows weak effects; textual sentiment shows none. Critically, facial expressions predict flows but not returns, indicating pure persuasion rather than information transmission. Effects strengthen when investors are emotionally vulnerable (down markets, retail-heavy funds) and persist 2-3 weeks before dissipating. Our findings challenge the emphasis on textual disclosure in finance and raise questions about investor protection as video communication proliferates.

The growing emphasis on Environmental, Social, and Governance (ESG) principles, particularly in corporate sectors, shapes investment trends and operational strategies, whose shift is supported by the increasing role of media in monitoring and influencing corporate ESG performance, thereby driving the energy innovation. Therefore, based on reported events from Baidu News and patent text information of Chinese A-share listed companies from 2012 to 2022, this study innovatively applied machine learning and text analysis to measure ESG news sentiment and corporate energy innovation indicators. Combing with reputation, stakeholder, and agency theories, we find that a good reputation conveyed by positive ESG textual sentiments in the media significantly promotes corporate energy innovation, and the effect is mainly realized through alleviating financing constraints and agency problems and promoting green investment. Further analysis shows that ESG news sentiment promotes corporate energy innovation mainly among private firms, non-growth-stage firms, high-energy-consuming firms, and regions with better green finance development and higher ESG governance intensity. From the perspective of ESG news content and information content, greater ESG news attention can also exert an energy innovation incentive effect, in which the incentive effect exerted by positive media sentiment in the environmental (E) and social (S) dimensions, as well as excellent attention, is more robust. This study provides new insights for promoting green and low-carbon development and understanding the external governance role of media in corporate ESG development.