Author emphasized the opportunity for agricultural industry players to expose potential buyers to emotions "in a space where, oftentimes, products are perceived similarly." Author presented ways to build emotion into the customer experience.
28 pages, This study investigates how the emotional tone of food safety risk communication messages predicts message virality on social media. Through a professional Internet content tracking service, we gathered news articles written about the 2018 romaine lettuce recall published online between October 30th and November 29th, 2018. We retrieved the number of times each article was shared on Twitter and Pinterest, and the number of engagements (shares, likes, and comments) for each article on Facebook and Reddit. We randomly selected 10% of the articles (n = 377) and characterized the emotional tone of each article using machine learning, including emotional characteristics such as discrete emotions, emotional valence, arousal, and dominance. Conveying negative valence, low arousal, and high dominance, as well as anger and sadness emotions were associated with greater virality of articles on social media. Implications of these findings for risk communication in the age of social media are discussed.
UI Library subscription., Report about a National AgriMarketing Association award-winning docudrama, "30 Harvests." It was produced for the U.S. Farmers and Ranchers in Action (USFRA) organization to encourage food companies to join with agriculture in the battle against climate change. Describes the origin and production of this film, as well as the planning for a paid media budget by USFRA and the CLUTCH consultancy/agency, Minneapolis, Minnesota.
19 pages., Via online., In a comparative case study, researchers analyzed two social media conflicts between farmers and animal right advocates to understand how conflicts establish, escalate, and return dormant through issue and identity framing and the discursive use of emotions. "The binary opposition is initially established through issue framing but escalates into an identity conflict that involves group labeling and blaming."
