The slides for a talk in KEER Conference UK (2016). Published in 2020 in JMIR: https://www.jmir.org/2020/8/e16761/

1. Local Food & Organic Food:
Communication and Sentiment
in Youtube Video Networks.
PhD candidate Xanat V. Meza
Professor Toshimasa Yamanaka
Image source: https://richarddawkins.net/file/2015/05/organic-produce-section.jpg

2. Acknowledgements
- To the listeners of this talk.
- To my Professor and Labmates.
- To Deepak Vijay, Priyanka Ram, Reach Syden and
Sittiphan Jiyavorananda for their help with translations.
Image source: http://www.brandsoftheworld.com/sites/default/files/primary_neg_3col_1.jpg

3. Introduction
➔ Previous studies have focused on the
communication of food through text (Pantelidis,
2010) and on organic food in selected countries
(Vargas, 2014; Vargas & Park, 2015).
➔ BUT! Communication of organic and local products
through videos has not been thoroughly researched.
I

4. Organic and/or Local?
➔ Food produced, processed and managed through
methods that don’t implicate harmful synthetic
inputs or additives, irradiation, or genetically
modified organisms in compliance with standards
set by the country in which they are sold, is
considered organic (based on Allen & Albala, 2007;
IFOAM, 2012).
➔ Local food can be defined as food sold by the
producers to consumers at markets or other regional
public areas; and food sold by the producers directly
to retail.
I Img source: http://foodal.com/wp-content/uploads/2016/01/Local-vs.-Organic-Food-Is-One-Really-Better-Than-the-Other-1.jpg

5. Objectives
➔ Find diffusion paths of local and organic food in
Youtube by collecting related videos through the
Youtube API and comparing them through framing
and webometric methods.
➔ A review on trends and differences among their
discourses will be provided,
➔ The role of opinions, attitudes, behaviors and
emotions in the products communication will be
explored through semantic and sentiment analysis
on comments extracted from the videos.
I

6. Methodology: Framing
➔ The action of using images and words to influence
how audiences interpret and evaluate a message.
➔ “All perception is reference-dependent” (Kahneman,
2003).
➔ What do people think is important? Which visual and
textual cues do they need to understand a message?
M

7. Framing packages*
M
Frame Emotional basis Key concepts Textual cues
Responsibility Endearment
Accountability.
Vulnerability.
Caring
Future generations
Our children
Vulnerability
Undermining of
Foundations
Alarm
Concern
Balance
Base
Complex systems
Links
Fragile balance
Mutual dependency
Unstable
Frankenstein
Anxiety
Unscrupulousness
Apocalypse
Pandora’s box
Sorcerer’s apprentice
Frankenstein food
Poison
Risks
Natural Goodness
Admiration
Astonishment
Authenticity
Good taste
Health
Purity
Natural
Pure
Taste
Progress Trust
Modernization
Progress
A better world
Constant striving
Technology
Good Mother
Gratitude
Enjoyment
Love
Freedom of choice
Great variety of products
Friendliness
Product range
*Condensed version based Van Gorp and Van der Goot (2012)

8. Webometrics and network analysis
➔ Webometrics is “the study of web-based content
with primarily quantitative methods for social
science research goals and using techniques that
are not specific to one field of study.” (Thelwall,
2009, p.6).
➔ A social network is as a group of nodes and ties,
where a node represents an entity and a tie
represents a relationship.
M

9. Network centralities
M
In-degree Out-degree
Img source: http://numerics.io/Mathematica/Networks/HTMLFiles/Networks_140.gif
Betweenness
Eigenvector

10. Semantic and sentiment analysis
➔ The semantic analysis is a type of network
study where the unit of analysis is
keywords.
➔ The sentiment analysis aims to determine
the polarity of texts through natural
language processing.
M
Img source: http://kt.ijs.si/data/Emoji_sentiment_ranking/

11. Results
TOTAL
VIDEOS
964 COUNTRY
DISCLOSED
606
RELATED 923 COUNTRIES 47
R

12. Geographical distribution of videos
R

13. YouTube metrics
R
Metric List N Mean Rank Sum of Ranks
Views organic 448 561.9 251729
localorganic 475 367.78 174697
Total 923
Likes organic 441 565.08 249199.5
localorganic 464 346.48 160765.5
Total 905
Dislikes organic 441 515.27 227234
localorganic 464 393.82 182731
Total 905
Comments organic 436 528.26 230323
localorganic 463 376.3 174227
Total 899

14. YouTube metrics
R
views likes dislikes comments
Mann-Whitney U 61647.000 52885.500 74851.000 66811.000
Wilcoxon W 174697.000 160765.500 182731.000 174227.000
Z -11.056 -12.655 -8.319 -9.304
Asymp. Sig. (2-
tailed)
.000 .000 .000 .000
a. Grouping Variable: listname (Organic, Localorganic)

15. Most viewed (Organic)
VIDEO CHANNEL NO. OF VIEWS
Grocery Store Wars (2005) Free Range 6 185 265
Serving McDonalds to food experts? lifehunterstv 5 864 108
The Organic Effect CoopSverige 5 184 822
Organic Vs. Conventional Fruit: Can People Tell The
Difference?
BuzzFeedVideo 2 369 377
Top 10 Food Myths WatchMojo.com 1 658 208
The Natural Effect Only Organic 1 148 630
Naturally - Studio C Studio C 866 222
Disturbing Facts About Organic Food BuzzFeedVideo 697 505
Whole Foods Market China Organic California blend ? johndude 690 189
Samarkand organic food samosa (with English subs) Samarkand ME 578 117
R Img source:
http://vignette1.wikia.nocookie.net/swfans/images/f/f0/Store_wars_poster_rgb.jpg/revision/latest?cb=20091109145858

16. Most viewed (Local-Organic)
VIDEO CHANNEL NO. OF VIEWS
The Scarecrow Chipotle Mexican Grill 15 101 122
Is the chicken local? matthewjohnwinters 721 552
Portlandia - In the restaurant isoc tudor 345 639
Mashup Factory Presents - Whole Foods + Anne Hathaway Billee Howard 316 813
Criminalize Organic Farming? EXCUSE ME?! BILLS: HR 875 and S 425 Wendy W. 259 971
Buy Organic Produce Online Organic Grown Direct 135 822
Organic Produce My Organic Food Club 122 865
Local Farm Produce Delivery | CSA Farmers Market Organic Food My Organic Food Club 119 614
Local Organic Produce Delivery | Celebrities Eat Organic Food Organic Grown Direct 111 045
Mahina Mele Farms l Local Love l Whole Foods Market WholeFoodsMarket 107 995
R Img source: https://d5bzqyuki558t.cloudfront.net/cms-assets/system/asset_versions/attachments/000/000/444/original/15_Scarecrow_FeatureHeader.jpg?1429135840

17. Most liked (Organic)
VIDEO CHANNEL NO. OF LIKES
Grocery Store Wars (2005) Free Range 28 566
Organic Vs. Conventional Fruit: Can People Tell The Difference? BuzzFeedVideo 26 743
Serving McDonalds to food experts? lifehunterstv 15 730
Top 10 Food Myths WatchMojo.com 11 306
The Natural Effect Only Organic 6 606
The Organic Effect CoopSverige 5 862
Disturbing Facts About Organic Food BuzzFeedVideo 5 745
Naturally - Studio C Studio C 5 117
Is Organic Food Better for Your Health? Healthcare Triage 4 686
100% Organic Idea Channel Episode | Idea Channel PBS Idea Channel 4 135
R Img source:
http://vignette1.wikia.nocookie.net/swfans/images/f/f0/Store_wars_poster_rgb.jpg/revision/latest?cb=20091109145858

18. Img source: https://d5bzqyuki558t.cloudfront.net/cms-assets/system/asset_versions/attachments/000/000/444/original/15_Scarecrow_FeatureHeader.jpg?1429135840
Most liked (Local-Organic)
VIDEO CHANNEL LIKE COUNT
The Scarecrow Chipotle Mexican Grill 89840
Why Eating Organic Is Better! DNews 2354
Is the chicken local? matthewjohnwinters 1453
Come with me to the Farmer s Market! Food Haul! BlogilatesTV 1366
Criminalize Organic Farming? EXCUSE ME?! BILLS: HR 875 and S 425 Wendy W. 1070
Extreme local + organic food growing in hyperdense Hong Kong Kirsten Dirksen 773
Portlandia - In the restaurant isoc tudor 724
Building Garden Soil with Free Local and Abundant Resources OneYardRevolution | Frugal &
Sustainable Organic
Gardening
566
Eat Fresh & Local Food FREE without Growing a Garden Learn Organic Gardening at
GrowingYourGreens
525
Urban Organics Aquaponics Doesn t Use Raw Fish Poop as Fertilizer Learn Organic Gardening at 451
R

19. Most disliked (Organic)
VIDEO CHANNEL DISLIKE COUNT
Disturbing Facts About Organic Food BuzzFeedVideo 2 008
The Organic Effect CoopSverige 1 290
Serving McDonalds to food experts? lifehunterstv 1 027
Top 10 Food Myths WatchMojo.com 825
Grocery Store Wars (2005) Free Range 793
Organic Vs. Conventional Fruit: Can People Tell The
Difference?
BuzzFeedVideo 682
The Natural Effect Only Organic 367
Is Organic Food Better for Your Health? Healthcare Triage 314
inFact: Organic Food Myths inFact with Brian
Dunning
301
R Img source: https://www.youtube.com/watch?v=t2K2SCWpqdE

20. Img source: https://d5bzqyuki558t.cloudfront.net/cms-assets/system/asset_versions/attachments/000/000/444/original/15_Scarecrow_FeatureHeader.jpg?1429135840
Most disliked (Local-Organic)
VIDEO CHANNEL DISLIKE COUNT
The Scarecrow Chipotle Mexican
Grill
3 471
Why Eating Organic Is Better! DNews 279
Criminalize Organic Farming? EXCUSE ME?! BILLS: HR 875 and S 425 Wendy W. 83
Is the chicken local? matthewjohnwinters 59
Organic Food is Not Healthier Marcus Guiliano 42
Organic or Not: Jayson Lusk at TEDxOStateU TEDx Talks 41
Come with me to the Farmer s Market! Food Haul! BlogilatesTV 31
Why is organic food so *#@! expensive?? | Ali Partovi | TEDxManhattan TEDx Talks 29
Locally Abundant - Sustainable Food Documentary (full) Ryan Oickle 28
Portlandia - In the restaurant isoc tudor 22
R

21. Most commented (Organic)
VIDEO CHANNEL NO. OF COMMENTS
Grocery Store Wars (2005) Free Range 6 437
Top 10 Food Myths WatchMojo.com 2 376
Organic Vs. Conventional Fruit: Can People Tell The Difference? BuzzFeedVideo 2 119
Serving McDonalds to food experts? lifehunterstv 2 108
Disturbing Facts About Organic Food BuzzFeedVideo 1 934
Is Organic Food Better for Your Health? Healthcare Triage 1 731
100% Organic Idea Channel Episode | Idea Channel | PBS Digital Studios PBS Idea Channel 1 709
inFact: Organic Food Myths inFact with Brian
Dunning
1 392
Food police target organic foods in California! RT America 750
The Natural Effect Only Organic 689
R

22. Most commented (Local/Organic)
VIDEO CHANNEL COMMENT
The Scarecrow Chipotle Mexican Grill 14 335
Why Eating Organic Is Better! DNews 1 075
Criminalize Organic Farming? EXCUSE ME?! BILLS: HR 875 and S 425 Wendy W. 731
Come with me to the Farmer s Market! Food Haul! BlogilatesTV 244
Is the chicken local? matthewjohnwinters 187
Building Garden Soil with Free Local and Abundant Resources OneYardRevolution | Frugal & Sustainable Organic
Gardening
175
Eat Fresh & Local Food FREE without Growing a Garden Learn Organic Gardening at GrowingYourGreens 159
Urban Organics Aquaponics Doesn t Use Raw Fish Poop as Fertilizer Learn Organic Gardening at GrowingYourGreens 117
Is Organic or Local Produce Best? & Healthy Raw Food Haul okraw 98
Organic Produce Buying Club | My Organic Food Club Organicfoodclub 90
R

23. YouTube categories
R
Chi-Square Tests
Value df Asymp. Sig.
(2-sided)
Pearson
Chi-Square
168.000a 143 .075
Likelihood
Ratio
74.860 143 1.000
Linear-by-
Linear
Associatio
n
9.776 1 .002
N of Valid
Cases
16
a. 168 cells (100.0%) have expected count less than 5.
The minimum expected count is .06.

24. Frames in videos
R
Chi-Square Tests
Value df Asymp. Sig.
(2-sided)
Pearson Chi-
Square
30.000a 25 .224
Likelihood Ratio 21.501 25 .664
Linear-by-Linear
Association
4.844 1 .028
N of Valid Cases 6
a. 36 cells (100.0%) have expected count less than 5. The
minimum expected count is .17.

25. Ties by query
Organic
Local-Organic
R

26. Network centralities
R
Centrality name Organic network Local-Organic network Organic and Local-Organic network
(Weakly) Connected components 48 155 197
Density 0.038 0.005 0.007
Modularity 0.197 0.471 0.329
Diameter 12 16 15
Path length 3.902 4.640 4.652
Number of shortest paths 95,908 28,967 263,249
Degree 9.67 2.50 6.75
Eigenvector 0.012 0.014 0.027
Clustering Coefficient 0.191 0.081 0.142
Closeness 3.272 2.509 2.287
Betweenness 621.457 222.01 532.013

27. Top centralities in Organic Network
R
VIDEO CHANNEL BETWEENNESS
What is Organic Food? GrowOrganic Peaceful
Valley
1 1 386.73
What Is Organic Food? Epipheo 10 793.24
Why is organic food more expensive? Michael Tapp 7 303. 93
Organic Food Is A Waste Of Your Money Andrew Perlot 7 267.5
Organic Food Delivery from Beyond Organic Naomi Masi 6 459.79
What is Organic Food - The Many Benefits of Organic
Food
Noah Hammond 6 065.10
Is Organic Food Really More Nutritious? Andrew Perlot 5 998.80
The Organic Effect CoopSverige 5 657.24
Organic Food Review IDGSRJ 5 102.19
Organic Food Bar Review San Diego Nutritionist 4 943.06
Img source: https://www.youtube.com/watch?v=CxFQEdI3XvU

28. Top centralities in Local-Organic Network
R Img source: https://www.youtube.com/watch?v=CxFQEdI3XvU
VIDEO CHANNEL BETWEENNESS
Local vs. Organic | The Lexicon of Sustainability | PBS Food PBS Food 13 737.88
Local Farm Produce Delivery | CSA Farmers Market Organic Food My Organic Food Club 5 352.15
Local vs. Organic wpsu 5 216.74
Mama Earth Organics - 2011.wmv MamaEarthOrganics 4 431.10
Local in DC: Gary Cha of Yes! Organic Market ForeverView Farms 3 943.93
Ma o Organic Farms l Love Local l Whole Foods Market WholeFoodsMarket 3 490.13
Greenling - Local Organic Food Delivery OnionCreekProduction 3 457.74
Episode 2 - Organic vs Local Food Shopping The Dr. Fred Show 3 304.55
Get healthy...farm fresh organic food 1 hour from Toronto!! 2011gcat 3 076.94
Top 3 Healthy Food Services | Organic Delivery Trend Hunter 2 972.89

29. Top centralities in Organic Network
R
VIDEO CHANNEL EIGENVECTOR
Is Organic Food Better for Your Health? Healthcare Triage 1
What Is Organic Food? Epipheo 0.9950
The Organic Effect CoopSverige 0.9891
Disturbing Facts About Organic Food BuzzFeedVideo 0.9876
Organic Vs. Conventional Fruit: Can People Tell The
Difference?
BuzzFeedVideo 0.9701
How To Eat Organic Healthy on a Budget! | Whole Foods DearNaptural85 0.8575
What is Organic Food - The Many Benefits of Organic Food Noah Hammond 0.7347
Top 5 Essential Organic Food Facts WatchMojo.com 0.7274
The Truth about Organic Food Price Pottenger 0.7185
Organic Food Is A Waste Of Your Money Andrew Perlot 0.7153
Img source: https://www.youtube.com/watch?v=gl5GXArC134

30. Top centralities in Local-Organic Network
R Img source: https://www.youtube.com/watch?v=gl5GXArC134
VIDEO CHANNEL EIGENVECTOR
Local vs. Organic | The Lexicon of Sustainability | PBS Food PBS Food 1
Michael Pollan: Why Eat Local? NourishLife 0.9592
Why Eating Organic Is Better! DNews 0.8306
Local Food in Every Shopping Cart Red Tomato 0.7401
Local Farm Produce Delivery | CSA Farmers Market Organic
Food
My Organic Food Club 0.5524
How to eat local & organic food on a budget CommonCents - Powered by
RaboDirect New Zealand
0.4382
Extreme local + organic food growing in hyperdense Hong Kong Kirsten Dirksen 0.4051
Local vs. Organic wpsu 0.3837
Episode 2 - Organic vs Local Food Shopping The Dr. Fred Show 0.3506
Is Organic or Local Produce Best? & Healthy Raw Food Haul okraw 0.3119

31. Top centralities in Organic Network
R
VIDEO CHANNEL IN-DEGREE
What Is Organic Food? Epipheo 259
Is Organic Food Better for Your Health? Healthcare Triage 249
The Organic Effect CoopSverige 241
Disturbing Facts About Organic Food BuzzFeedVideo 239
Organic Vs. Conventional Fruit: Can People Tell The Difference? BuzzFeedVideo 236
How To Eat Organic Healthy on a Budget! | Whole Foods DearNaptural85 225
Organic Food Is A Waste Of Your Money Andrew Perlot 137
The Truth about Organic Food Price Pottenger 128
What is Organic Food - The Many Benefits of Organic Food Noah Hammond 125
Top 5 Essential Organic Food Facts WatchMojo.com 106
Img source: https://www.youtube.com/watch?v=GhIZWhJtY8w

32. Top centralities in Local-Organic Network
R Img source: https://www.youtube.com/watch?v=IzOaB0MQVlw
VIDEO CHANNEL IN DEGREE
Why Eating Organic Is Better! DNews 112
Michael Pollan: Why Eat Local? NourishLife 101
Local vs. Organic | The Lexicon of Sustainability | PBS Food PBS Food 93
Local Food in Every Shopping Cart Red Tomato 73
Local Farm Produce Delivery | CSA Farmers Market Organic Food My Organic Food Club 39
How to eat local & organic food on a budget CommonCents - Powered by
RaboDirect New Zealand
29
Extreme local + organic food growing in hyperdense Hong Kong Kirsten Dirksen 28
Why is organic food so *#@! expensive?? | Ali Partovi | TEDxManhattan TEDx Talks 28
How to buy organic local foods to reduce food miles Howdini 25
Greenling - Local Organic Food Delivery OnionCreekProduction 16
The Organic Opportunity: Local Organic Food as Economic Development Christhefilmmaker 16

33. Top centralities in Organic Network
R
VIDEO CHANNEL OUTDEGREE
Organic Food: Bite With Care || Boom Live Boom Live 35
Is organic food healthier? SMUVideo 31
GMOs in USDA Organic Food (updated) kairological 31
Why organic food? Daria Tsagaan 30
Is Organic food Really Organic? Are We Wasting Our Money? foodsensitive 30
Why is organic food more expensive? Michael Tapp 29
Is Organic Food Better? Sarah Moran Nutrition 29
What is Organic Food - The Many Benefits of Organic Food Noah Hammond 28
Organic Food Delivery from Beyond Organic Naomi Masi 28
Organic Food bar San Diego Personal Trainer 28
Is organic food really better? And why is it so expensive? John gwin 28
Is Organic Food Really Better for Kids? Wall Street Journal 28
Mae goes shopping: CHEAP organic food & more! MaeBereal 28
Img source: https://www.youtube.com/watch?v=O-eQ46XLLMM

34. Top centralities in Organic Network
R Img source: https://www.youtube.com/watch?v=O-eQ46XLLMM
VIDEO CHANNEL OUTDEGREE
Local vs. Organic wpsu 17
CHEAP ORGANIC FOOD taxivid 17
Local vs. Organic | The Lexicon of Sustainability | PBS Food PBS Food 14
Episode 2 - Organic vs Local Food Shopping The Dr. Fred Show 14
Organic vs Local: Restaurant Roundtable | Potluck Video Potluck Video 13
We eat local organic food from locals and learn to cook ourselves On Board 13
Local Organic Produce Delivery | Celebrities Eat Organic Food Organic Grown Direct 12
Calgary s Local Organic Produce Box: Oct.20th - 26th Sustainable Produce Urban Delivery | SPUD.com 12
Vancouver s local organic produce box - Aug. 23 Sustainable Produce Urban Delivery | SPUD.com 11
Local in DC: Gary Cha of Yes! Organic Market ForeverView Farms 11
Victoria s local organic produce box - Aug. 23 Sustainable Produce Urban Delivery | SPUD.com 11
Lynne Fessenden on Local vs. Organic jjcproducer 11
Organic vs. Local Food (Bioethics Project) xYaniellex 11

35. YouTube metrics & centralities
R

36. YouTube metrics & centralities
R

37. Types of uploaders
R
Chi-Square Tests
Value df Asymp.
Sig. (2-
sided)
Pearson Chi-
Square
30.000a 25 .224
Likelihood
Ratio
21.501 25 .664
Linear-by-
Linear
Association
4.150 1 .042
N of Valid
Cases
6
a. 36 cells (100.0%) have expected count less than 5. The
minimum expected count is .17.

38. Ties by uploader
O Business
O Undisclosed O Others
LO Media
O Media LO Community
LO Undisclosed
LO Others
O Community
O Education
R

39. R
Semantic
network
of organic
videos

40. R
Semantic
network
of local/
organic
videos

41. Sentiment analysis on comments
R
N Mean Std.
Deviation
Positive
valence
organic 775 1.98 .876
localorgani
c
290 2.13 .927
Negative
valence
organic 775 -1.54 .847
localorgani
c
290 -1.51 .803

42. Sentiment analysis on comments
R
List N Mean Rank Sum of Ranks
Positive
valence
organic 775 521.20 403927.00
localorganic 290 564.54 163718.00
Negative
valence
organic 775 532.27 412509.00
localorganic 290 534.95 155136.00

43. Sentiment analysis on comments
R
Positive valence Negative valence
Mann-Whitney U 103227.000 111809.000
Wilcoxon W 403927.000 412509.000
Z -2.159 -.150
Asymp. Sig. (2-tailed) .031 .881
a. Grouping Variable: List

44. Discussion
➔ Several actors articulated efforts to educate the
public about food, but their discourse mostly
engaged basic terms and definitions.
➔ Commenters shared information in an articulated,
generous and overall positive voice.
➔ The network structure was strengthened by the
“organic” keyword.
➔ Negativity might be facilitating the diffusion of local
and organic food products.
D

45. Conclusions
➔ Failure in scientific communication patterns could be
improved by closing the gap between scientists and
the public.
➔ There is a need of improving labels information to
dispel myths on food production and processing.
➔ Transparency and accountability practiced by the
whole production chain would be highly beneficial
for all actors involved (Wognum et al., 2011).
C
Img source: Food Standards Agency

46. Image source: http://www.brandsoftheworld.com/sites/default/files/primary_neg_3col_1.jpg
Q&A
ktdesignbox@kansei.tsukuba.ac.jp