Emotion and Virality of Food Safety Risk Communication Messages on Social Media
Emotion and Virality of Food Safety Risk Communication Messages on Social Media
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DOI：
10.4148/1051-0834.2391
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发表时间：
2021-09
影响因子：
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通讯作者：
X. Wang;Xiaoli Nan;S. Stanley;Yuan Wang;L. Waks;David A. Broniatowski
中科院分区：
文献类型：
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作者：
X. Wang;Xiaoli Nan;S. Stanley;Yuan Wang;L. Waks;David A. Broniatowski
本研究探讨了食品安全风险沟通信息的情绪基调如何预测社交媒体上信息的病毒式传播。通过专业的互联网内容跟踪服务，我们收集了2018年10月30日至11月29日期间在线发布的关于2018年长叶莴苣召回的新闻文章。我们检索了每篇文章在Twitter和Pinterest上被分享的次数，以及每篇文章在Facebook和Reddit上的参与次数（分享、点赞和评论）。我们随机选择了10%的文章（n = 377），并使用机器学习表征了每篇文章的情绪基调，包括离散情绪、情绪效价、唤醒和支配性等情绪特征。传达负面效价、低唤醒、高支配以及愤怒和悲伤情绪与社交媒体上文章的更大病毒式传播有关。讨论了这些发现对社交媒体时代风险沟通的影响。
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.