4. The apparatus of claim 1 , further comprising: wherein the network interface is further configured to receive, from a server system, popularity scores for at least a first set of phrases, relative to the identified media content; wherein the one or more processors are further configured to generate the arrangement based at least on the popularity scores.
16. The apparatus of claim 4 , wherein the popularity scores indicate how frequently phrases within the first set of phrases appear in messages sent in association with the identified media content.