A computing device is programmed to receive data collected from communications of a user. The computer identifies portions of the collected data including a keyword selected from a list of media content elements or lists of keywords associated with each of the media content elements. The computer associates each portion with a media content element. The computer further determines a score for each media content element based on at least one of the number of references, words included in the portion of collected referring to the media content element, and the voice quality of the portion of collected data referring to the media content element. Based on the scores, the computer assigns media content elements to the user. The computer recommends media content items to the user based at least in part on the media content elements assigned to the user.