9. A computer-readable storage medium comprising instructions for controlling a computer system to compare sentiment towards to entities that represent persons, places, or things, wherein the instructions, upon execution, cause a processor to perform actions comprising: receiving a request to compare two entities from a user, where the comparison determines a relative level of match between the two entities against a vocabulary list; summarizing a first entity of the two entities received in the request so as to yield a first weighted list of vocabulary list items based on a frequency of occurrence of the entity and each list item in a corpus of content; summarizing a second entity of the two entities received in the request so as to yield a second weighted list of vocabulary list items; normalizing term weights between the first weighted list and the second weighted list so as to compensate for more frequent occurrences of either the first entity or the second entity in the corpus; comparing the normalized, weighted vocabulary lists to determine which entity is more closely related to the items in the vocabulary list; and providing output as a comparison result that indicates an outcome of the comparison.
10. The computer-readable storage medium of claim 9 , wherein, in the normalizing, bias toward a more a frequent occurring one of the entities is removed.