Department of International Industrial Engineering, National Institute of Technology Ibaraki College, Hitachinaka, Japan.
Graduate School of Comprehensive Human Sciences, University of Tsukuba, Tsukuba, Japan.
J Med Internet Res. 2020 Aug 10;22(8):e16761. doi: 10.2196/16761.
Local and organic foods have shown increased importance and market size in recent years. However, attitudes, sentiment, and habits related to such foods in the context of video social networks have not been thoroughly researched. Given that such media have become some of the most important venues of internet traffic, it is relevant to investigate how sustainable food is communicated through such video social networks.
This study aimed to explore the diffusion paths of local and organic foods on YouTube, providing a review of trends, coincidences, and differences among video discourses.
A combined methodology involving webometric, framing, semantic, and sentiment analyses was employed.
We reported the results for the following two groups: organic and local organic videos. Although the content of 923 videos mostly included the "Good Mother" (organic and local organic: 282/808, 34.9% and 311/866, 35.9%, respectively), "Natural Goodness" (220/808, 27.2% and 253/866, 29.2%), and "Undermining of Foundations" (153/808, 18.9% and 180/866, 20.7%) frames, organic videos were more framed in terms of "Frankenstein" food (organic and local organic: 68/808, 8.4% and 27/866, 3.1%, respectively), with genetically modified organisms being a frequent topic among the comments. Organic videos (N=448) were better connected in terms of network metrics than local organic videos (N=475), which were slightly more framed regarding "Responsibility" (organic and local organic: 42/808, 5.1% and 57/866, 6.5%, respectively) and expressed more positive sentiment (M ranks for organic and local organic were 521.2 and 564.54, respectively, Z=2.15, P=.03).
The results suggest that viewers considered sustainable food as part of a complex system and in a positive light and that food framed as artificial and dangerous sometimes functions as a counterpoint to promote organic food.
近年来，本地和有机食品的重要性和市场规模不断增加。然而，在视频社交网络的背景下，与这些食品相关的态度、情绪和习惯尚未得到彻底研究。鉴于此类媒体已成为互联网流量最重要的场所之一，因此有必要研究可持续食品是如何通过此类视频社交网络进行传播的。
本研究旨在探索本地和有机食品在 YouTube 上的传播路径，综述视频话语中的趋势、巧合和差异。
采用网络计量学、框架、语义和情感分析相结合的综合方法。
我们报告了以下两组的结果：有机食品和本地有机食品视频。尽管 923 个视频的内容主要包括“好妈妈”（有机和本地有机：282/808，34.9%和 311/866，35.9%）、“天然之美”（220/808，27.2%和 253/866，29.2%）和“破坏根基”（153/808，18.9%和 180/866，20.7%）框架，但有机食品的“弗兰肯斯坦食品”框架更多（有机和本地有机：68/808，8.4%和 27/866，3.1%），评论中经常提到转基因生物。就网络指标而言，有机食品视频（N=448）比本地有机食品视频（N=475）连接得更好，而本地有机食品视频在“责任”方面的框架略多（有机和本地有机：42/808，5.1%和 57/866，6.5%），表达了更积极的情绪（有机和本地有机的 M 排名分别为 521.2 和 564.54，Z=2.15，P=.03）。
结果表明，观众将可持续食品视为复杂系统的一部分，并持积极态度，而被视为人为和危险的食品有时则作为对立面，以促进有机食品的发展。
