23 pages., via online journal, Cultured meat has yet to reach store shelves but is nonetheless a growing issue for consumers, producers, and government regulators, many of whom have taken to social media to discuss it. Using a conceptual framework of social cognitive theory and issues management, this qualitative content analysis investigated social-media discourse surrounding the topic of cultured meat in the United States by describing the content of the discussion in late 2018 and identifying individual influencers and communities of influencers engaged in the discussion. Data were collected from Twitter using listening platform Sysomos MAP. The thematic analysis revealed eight themes: legality and marketing, sustainability, acceptance, business, animal concerns, science and technology, health concerns, and timeline, and indicated that conflicting views and questions about cultured meat exist among conversation participants. Top influencers included philanthropists, government officials, journalists and writers, and animal-welfare advocates. These influencers were grouped into four distinct communities based on interactions with each other and other users. The topics identified in the analysis provide insight into ways in which communicators can enter these conversations, and influencer communities represent groups of users whose broad reach could more easily transmit pro-agriculture messages.
12 pages, Notable differences have been observed in how society perceives and understands the agricultural industry. Consumers today are concerned with how their food is raised and produced, and drastic changes in how information is gathered regarding those subjects have occurred due to the rapid development of digital media. As a result, the agricultural industry has fallen behind in ensuring accurate information is shared about the daily work done to feed the world. A form of digital media that has infiltrated the daily lives of society is social media (SM). This study sought to evaluate the impact established agricultural social media influencers (SMIs) on Instagram can have on changing participants' perceived knowledge regarding several agricultural topics. Participants were recruited through the platform Prolific and were asked to complete an anonymous Qualtrics survey. Survey questions were asked before and after participants were shown example images of agricultural SMIs. Data collected were analyzed utilizing IBM SPSS (Version 28) to compare pre-image and post-image results to determine the contents' impact on participants' perceived knowledge of subjects relating to agriculture. Results indicated significant differences between the pre-image and post-image perceived knowledge results and between different forms of reported engagement willingness.
Authors tested the hypothesis that our influence on others affects how much we are influenced by them. Findings suggested that participants reciprocated influence with their partner by gravitating toward the susceptible (but not insusceptible) partner's opinion. Further experiments revealed that reciprocity is both a dynamic process and is abolished when people believed that they interacted with a computer.
22 pages, Multi-stakeholder platforms (MSPs) are seen as a promising vehicle to achieve agricultural development impacts. By increasing collaboration, exchange of knowledge and influence mediation among farmers, researchers and other stakeholders, MSPs supposedly enhance their 'capacity to innovate' and contribute to the 'scaling of innovations'. The objective of this paper is to explore the capacity to innovate and scaling potential of three MSPs in Burundi, Rwanda and the South Kivu province located in the eastern part of Democratic Republic of Congo (DRC). In order to do this, we apply Social Network Analysis and Exponential Random Graph Modelling (ERGM) to investigate the structural properties of the collaborative, knowledge exchange and influence networks of these MSPs and compared them against value propositions derived from the innovation network literature. Results demonstrate a number of mismatches between collaboration, knowledge exchange and influence networks for effective innovation and scaling processes in all three countries: NGOs and private sector are respectively over- and under-represented in the MSP networks. Linkages between local and higher levels are weak, and influential organisations (e.g., high-level government actors) are often not part of the MSP or are not actively linked to by other organisations. Organisations with a central position in the knowledge network are more sought out for collaboration. The scaling of innovations is primarily between the same type of organisations across different administrative levels, but not between different types of organisations. The results illustrate the potential of Social Network Analysis and ERGMs to identify the strengths and limitations of MSPs in terms of achieving development impacts.
