Public perceptions of the UK food system: public understanding and engagement, and the impact of crises and scares

我们建议通过三阶段序贯混合方法设计来解决这些研究目标。每个元素都有自己的目标，但也为更广泛的研究设计提供了信息。自2012年以来，卡迪夫大学一直在收集英国所有推文的1%。我们将分析马肉丑闻期间收集的推文，并对其进行审查，以确定关键搜索词，这些关键搜索词可用于识别可能与马肉丑闻有关的其他推文。然后，我们将使用这个“词典”搜索从丑闻发生以来的所有Twitter流量，并购买丑闻开始后一个月内的所有相关推文。我们将使用这些数据来绘制活动水平和关键事件时间轴的变化。这将确定：-对社交媒体影响最大的关键公告，信息和媒体报道。至少部分由于社交媒体而发展的关键信息，意见或态度。对丑闻和特定行为者的情绪如何随着时间的推移而变化。其次，我们将绘制一个网络地图，显示信息如何通过Twitter流动，重点关注关键信息的生产者和扩散者。这将包括对特定观点或信息扩散的可能性进行建模，使我们能够：-了解有关马肉丑闻的特定信息（和错误信息）如何以及为什么通过Twitter扩散。确定在社交媒体上代表的不同群体之间沟通信息的关键行为者。定性研讨会我们建议举办六个为期半天的研讨会，参加人数最多可达300人。将采取有目的的抽样战略，以收集各种各样的人对已知与食物行为有关的五个特征的看法：社会经济地位、年龄、家庭组成、饮食和种族。我们将在英国各地开展这些活动，以实现进一步的人口和地理分布。每个研讨会将容纳40至50名参与者，包括全体会议和较小的讨论小组，并将围绕两个主题：一）食品供应链，信任，责任和价值观，包括：-人们如何理解食品供应链。他们在购买食品时是否考虑食品供应链，他们考虑什么，为什么以及如何获得这样做所需的信息。他们信任谁来提供有关供应链和食品供应的信息。他们认为谁对食品信息和安全负责。ii）管理食品“恐慌”，包括：-公众对食品供应链的看法如何以及为什么受到最近马肉丑闻的影响。参与食品供应链的组织的行动、政府的反应、媒体对事件的报道以及更广泛的公众辩论如何影响人们的看法。人们认为谁负责管理食品“恐慌”，他们在这些情况下信任谁，以及他们对政府的期望。定量调查我们建议增加一个模块的20个问题，从研究的其他阶段收集的数据开发的英国社会态度调查。确切的内容将在前两个阶段的结果公布后商定，但可能包括：-参与与供应链有关的问题的程度-关于食物链管理的主要关切问题-公众信任谁来管理粮食生产和粮食供应链-对食物链的管理和监管应适用什么价值观-对食品丑闻和恐慌的看法及其应对措施-将使用一系列统计方法，包括细分，对照各种社会人口变量以及调查其他部分的其他态度数据对数据进行分析。

We propose addressing each of these research aims through a three stage sequential mixed method design. Each element has its own aims but also feeds into the broader research design.1. Social media researchCardiff University has been collecting a random 1% of all UK tweets since 2012. We will analyse the tweets collected during the period of the horsemeat scandal and review them to identify key search terms that can be used to identify other tweets that are likely to relate to the horsemeat scandal. We will then use this 'lexicon' to search all Twitter traffic from the time of the scandal and purchase all of the relevant tweets for one month following the start of the scandal.We will use this data to map levels of activity and changing sentiment against a timeline of the key events. This will identify:- Key announcements, information and media coverage which had the greatest impact on social media.- Key messages, opinions or attitudes that developed at least partly because of social media.- How sentiment towards the scandal and particular actors changed over time.Secondly we will develop a network map showing how information flowed through Twitter, focussing on the producers and proliferators of key messages. This will include modelling the likelihood that particular opinions or information will be proliferated allowing us to: - Understand how and why particular information (and misinformation) on the horsemeat scandal proliferated through Twitter.- Identify key actors in bridging information between different groups represented on social media.2. Qualitative workshopsWe propose conducting six half-day workshops with a total of up to 300 participants. A purposive sampling strategy will be adopted, in order to capture the views of a diverse range of people in terms of five characteristics which are known to be linked to food behaviours: socio-economic status, age, household composition, diet and ethnicity. We will conduct them across the UK to achieve further demographic and geographic spread. Each workshop will host 40 to 50 participants, include a mix of plenary sessions and smaller discussion groups and will be based around two themes:i) Food supply chains, trust, responsibility and values including: - How people understand food supply chains.- Whether they consider food supply chains when buying food, what they consider, why and how they obtain the information required to do this.- Who they trust for information about supply chains and food supply.- Who they see as responsible for food information and safety.ii) Managing food "scares" including:- How and why public perceptions of food supply chains were affected the recent horsemeat scandal.- How perceptions were affected by the actions of organisations involved in food supply chains, the government response, media coverage of the incident, and wider public debate.- Who people see as responsible for managing food "scares" and who they trust in these situations, and what they expect from government.3. Quantitative surveyWe propose adding a module of 20 questions to the British Social Attitudes survey developed from the data collected during the other stages of the research. The exact content will be agreed once the results from these first two stages are known but may include:- Levels of engagement with issues related to supply chains- Key issues of concern regarding food chain management- Who the public trust to manage food production and food supply chains- What values should be applied to the management and regulation of food chains- Views on food scandals and scares and responses to themData will be analysed against the full range of socio-demographic variables as well as other attitudinal data from other parts of the survey using a range of statistical methods, including segmentation.