A note on method
This booklet was produced mostly with AI. The Maltese audio of each reel was transcribed by an AI speech-to-text model (ElevenLabs Scribe). The transcripts were then read, classified and coded by an AI model (Claude, by Anthropic).
Transcript accuracy varies. Maltese automatic transcription makes spelling errors, mishears names, and struggles when people talk over each other or music plays. A quote in this booklet is what the transcript says; the reel itself is the final authority.
The work has been audited several times, by the same AI. Every reel was classified, then re-reviewed month by month, then re-reviewed again in full in the eight-category scheme, and the critical and praising reels were coded a third time stance by stance. The build scripts check every quoted line word for word against the transcript. The audits were not done by a human or by a different AI, so they catch inconsistency, not every error of the shared method.
Watch each reel before quoting it in public. Every quote carries its date and reel number; the reel index at the back lists them all.
What was covered
| Item | Count |
|---|---|
| Reel links collected from his Facebook page | 1,591 |
| Reels up to 10 minutes, downloaded with metadata | 1,153 |
| Reels transcribed and classified from the audio | 802 |
| Reels classified from title and caption only (non-political content) | 351 |
| Reels over 10 minutes, not transcribed | 438 (of which 416 are from before Aug 2025 and 17 from the political period, about 4.7 hours) |
The 10-minute limit was a rule of the original data collection. The 17 long political-period reels (including a 47-minute Joseph Muscat live and a 51-minute Travel Malta interview) are not in any count in this booklet.
The eight categories
| Category | Meaning |
|---|---|
| Gov ad | Promotes a government scheme, entity, project or service like an advert: scheme details, call to action, phone number, how to apply, or a guided showcase. |
| Pro-gov | Favourable to the Labour government, Labour, a Labour minister or MP, or a government policy. |
| Anti-PN | Attacks, mocks or criticises the PN, its people or its supporters. |
| Balanced (favourable) | Favourable to both sides in the same reel, with roughly equal weight. |
| Balanced (critical) | Criticises both sides in the same reel, with roughly equal weight. |
| Anti-gov | Criticises the Labour government, Labour, a Labour minister or MP, or a policy, even mildly. |
| Pro-PN | Favourable to the PN, its leader, MPs, candidates or proposals. |
| Not political | No clear stance toward either party or the government. |
Labour-favourable = Gov ad + Pro-gov + Anti-PN. Labour-critical = Anti-gov + Pro-PN. Balanced counts on neither side. Totals across all 1153 reels: Gov ad 29, Pro-gov 102, Anti-PN 185, Balanced (favourable) 5, Balanced (critical) 23, Anti-gov 45, Pro-PN 17, Not political 747.
What is argued, and what is not
Argued
He sells himself as an independent voice, but he makes campaign content with one party, promotes government schemes without disclosure, treats the two parties by different standards, and breaks the civility rules he preaches.
Not argued
That he likes Labour or voted Labour: that is his right. That he was paid: there is no evidence he was, and the booklet never claims it.