Companies that have positive media sentiment generally see a higher stock price. Conversely, companies that have negative media sentiment generally move lower. Traders who are looking to profit from a trade are only concerned about capitalizing on the prevailing sentiment. They can take a long or short position depending on that sentiment.
Media sentiment can’t take away all of the volatility that is inherent in momentum investing. However, trading on media sentiment helps take away some of the guesswork
NOTE: Short selling is an investment strategy that can carry significant risk of losses.