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

WEST LAFAYETTE, Ind. — Purdue University’s Center for Food Demand Analysis and Sustainability has added a meat sentiment dashboard to its roster of free-access meals system dashboards. The new dashboard, up to date weekly, exhibits the sentiment and quantity of meat and meat various mentions in social media and on-line information.

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

“The normal notion is extra constructive than what the typical particular person would possibly guess,” mentioned Nicole Olynk Widmar, professor and affiliate head of agricultural economics at Purdue. During the peak of the COVID-19 pandemic, for instance, buyers might have been sad with meat availability. Meat was out there, however not all the time precisely what buyers wished, when and the place they wished it.

“Perception goes to mirror just a few key headlines which will or might 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.

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The dashboard’s color-coded sentiment gradient ranges from darkish inexperienced for 100% constructive to darkish crimson 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 constructive internet sentiment at 3.20. The quantity of related day by day posts throughout this era ranged from a excessive of two,955 to a low of 1,485.

In 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 constructive internet sentiment of 29 over 1 million posts. Plant-based meat alternate options had a internet sentiment of 26 over 387,000 posts.

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

Widmar mentioned utilizing social media analytics to raised perceive how individuals understand meals merchandise corresponding to milk and eggs, amongst different points, at Purdue’s “Dawn or Doom 2018” convention. In 2019, she printed an article on the insights that huge information supplies into public notion of the U.S. Department of Agriculture. In 2020, Widmar and Courtney Bir of Oklahoma State University famous the varied methods of utilizing public information for the general public good.

And in 2021, Widmar and 4 co-authors printed one other article, on “The anatomy of pure disasters on on-line media: hurricanes and wildfires,” within the journal Natural Hazards. The article describes how watching information circulate in response to pure disasters might 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 thought 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 information analyst and visualization specialist Annapurni Subramaniam.

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

The meat sentiment dashboard brings to seven the variety of dashboards within the “Supply and Production” class. Also out there are two value dashboards and two client spending dashboards.

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

The current Meat Science article analyzed the “Perception 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 information 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 information associated to agriculture available for different individuals to ask associated questions.

“That’s why the dashboard is attention-grabbing past a few of the analysis that we’ve been in a position to publish,” Widmar mentioned.

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

“Anybody can put data on the market, so it has caveats,” she mentioned. “Just as a result of data is on the market doesn’t imply it was proper. It actually was on the market; it’s what individuals noticed. But that doesn’t imply what they noticed was 100% correct.”

Writer:  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, Department Head, mmanier@purdue.edu

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