Purdue Agriculture launches interactive dashboard to trace meat sentiment in information and social media

WEST LAFAYETTE, Ind. — Purdue College’s Middle for Meals Demand Evaluation and Sustainability has added a meat sentiment dashboard to its roster of free-access meals system dashboards. The brand new dashboard, up to date weekly, reveals the sentiment and quantity of meat and meat different mentions in social media and on-line information.

Customers could discover the sentiment and quantity of #Meat mentions in all 50 states individually for social media or your entire nation in a narrowly or broadly outlined time vary beginning with April 2020 in on-line information and social media.

“The overall notion is extra optimistic than what the common particular person may guess,” mentioned Nicole Olynk Widmar, professor and affiliate head of agricultural economics at Purdue. In the course of the peak of the COVID-19 pandemic, for instance, customers could have been sad with meat availability. Meat was obtainable, however not all the time precisely what customers needed, when and the place they needed it.

“Notion goes to replicate just a few key headlines that will or could not have appropriately mirrored the state of the business. This dashboard offers you an opportunity to look extra holistically throughout the totally different merchandise,” she mentioned.

The dashboard’s color-coded sentiment gradient ranges from darkish inexperienced for 100% optimistic to darkish pink for 100% destructive. On social media in Indiana from April 2020 to July 2022, for instance, poultry had a internet sentiment of 49.30, adopted by beef at 39.72 and pork at 37.30. Plant-based meat alternate options, in the meantime, rated a barely optimistic internet sentiment at 3.20. The amount of related each day posts throughout this era ranged from a excessive of two,955 to a low of 1,485.

Within the information nationwide for a similar time interval, poultry (3 million posts) and pork (2 million posts) each had internet sentiments of 32. Beef got here out with a optimistic internet sentiment of 29 over 1 million posts. Plant-based meat alternate options had a internet sentiment of 26 over 387,000 posts.

Particular person firms in numerous industries have a revenue motive to privately accumulate and analyze knowledge related to the demand for their very own merchandise. However relating to huge knowledge and agriculture, “It’s simply sitting there and never getting used in addition to it may very well be,” Widmar mentioned.

Widmar mentioned utilizing social media analytics to higher perceive how folks understand meals merchandise reminiscent of milk and eggs, amongst different points, at Purdue’s “Daybreak or Doom 2018” convention. In 2019, she revealed an article on the insights that huge knowledge gives into public notion of the U.S. Division of Agriculture. In 2020, Widmar and Courtney Bir of Oklahoma State College famous the varied methods of utilizing public knowledge for the general public good.

And in 2021, Widmar and 4 co-authors revealed one other article, on “The anatomy of pure disasters on on-line media: hurricanes and wildfires,” within the journal Pure Hazards. The article describes how watching knowledge move in response to pure disasters may also help authorities organizations establish who wants assist when shortages really happen.

The dashboard is a collaboration between Widmar and Jayson Lusk, the top and Distinguished Professor of Agricultural Economics at Purdue, who leads the CDFAS. They conceived the meat dashboard concept following meat-market disruptions in the course of the COVID-19 pandemic that spurred information headlines of a damaged U.S. meals system. Widmar and Lusk function co-authors of the dashboard, together with CFDAS postdoctoral analysis affiliate Jinho Jung and analysis knowledge analyst and visualization specialist Annapurni Subramaniam.

CFDAS collected the info in collaboration with NetBase Quid via its Intelligence Connector device. An article revealed within the July 2022 challenge of the journal Meat Science particulars the data-gathering strategies used.

The meat sentiment dashboard brings to seven the variety of dashboards within the “Provide and Manufacturing” class. Additionally obtainable are two value dashboards and two shopper spending dashboards.

The strategies embody writing the search algorithms to exclude references to “Peppa” or “Porky” the cartoon pigs within the seek for visitors about meals pork, for instance. Or calling somebody “a hen” or saying that somebody has “a beef” with one other particular person as an alternative of speaking about meat for consuming.

The current Meat Science article analyzed the “Notion versus actuality of the COVID-19 pandemic in U.S. meat markets.” In that article, Widmar and three co-authors famous wrote that “evaluation of on-line media and U.S. manufacturing and chilly storage knowledge don’t assist the narrative that the system ‘broke,’ however was maybe ‘strained’ and ‘responded effectively.’”

Widmar and Lusk determined that as a land-grant college, Purdue may make on-line and social media knowledge associated to agriculture available for different folks to ask associated questions.

“That’s why the dashboard is fascinating past a number of the analysis that we’ve been capable of publish,” Widmar mentioned.

Widmar cautioned dashboard customers to recollect the social media world is messy.

“Anyone can put info on the market, so it has caveats,” she mentioned. “Simply because info is on the market doesn’t imply it was proper. It actually was on the market; it’s what folks noticed. However that doesn’t imply what they noticed was 100% correct.”

Author:  Steve Koppes 

Sources: Nicole Widmar. nwidmar@purdue.edu 
Jayson Lusk, jlusk@purdue.edu 

Media contact: Maureen Manier, mmanier@purdue.edu 

Agricultural Communications: 765-494-8415;

Maureen Manier, Division Head, mmanier@purdue.edu

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