Pork production on YouTube: frame and sentiment analysis
IntroductionSocial media platforms increasingly influence public perceptions of agriculture by shaping narratives around food production. This study explores the portrayal of pork production on YouTube and the corresponding audience reactions, highlighting its role in shaping public discourse.Method...
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Frontiers Media S.A.
2025-07-01
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| Series: | Frontiers in Communication |
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| Online Access: | https://www.frontiersin.org/articles/10.3389/fcomm.2025.1557633/full |
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| author | Anu Karki Shuyang Qu Fally Masambuka-Kanchewa Michael Retallick Alexa J. Lamm Kevan Lamm Catherine E. Sanders Allison Byrd Nicholas Gabler |
| author_facet | Anu Karki Shuyang Qu Fally Masambuka-Kanchewa Michael Retallick Alexa J. Lamm Kevan Lamm Catherine E. Sanders Allison Byrd Nicholas Gabler |
| author_sort | Anu Karki |
| collection | DOAJ |
| description | IntroductionSocial media platforms increasingly influence public perceptions of agriculture by shaping narratives around food production. This study explores the portrayal of pork production on YouTube and the corresponding audience reactions, highlighting its role in shaping public discourse.MethodsGuided by the framing theory, the research examines 147 videos and 735 top comments to analyze media and audience frames alongside sentiments. Video titles, descriptions, and thumbnails represent media frames, while the top comments reflect audience frames. Frames are identified through literature review and sample analysis, with selected videos manually coded for frame presence. Sentiment analysis of textual elements is conducted using MaxQDA, and visual elements are coded manually.ResultsFindings show that information and technology of pork production, and entrepreneurship frames dominate media portrayals, emphasizing information sharing on production practices and business ventures. In contrast, audience responses often highlighted ethical concerns, particularly animal welfare, underscoring moral sensitivity in public discourse. Positive sentiments were prevalent across media and audience responses, though critical views remained significant. The strong alignment between media and audience frames and sentiments underscores the influence of strategic framing in shaping perceptions. Emotional appeals in videos are found to play a critical role in audience reactions.DiscussionThese findings suggest that transparent communication emphasizing ethical practices and technological advancements can effectively engage audiences. By aligning content with audience values and leveraging emotional connections, communicators can counteract misinformation, foster trust, and promote informed discussions about the pork industry. This study provides a framework for utilizing social media, specifically YouTube, to address public concerns while advancing transparency and trust in agricultural practices. |
| format | Article |
| id | doaj-art-4cc246cea0eb46ff8240a36098e49db4 |
| institution | Kabale University |
| issn | 2297-900X |
| language | English |
| publishDate | 2025-07-01 |
| publisher | Frontiers Media S.A. |
| record_format | Article |
| series | Frontiers in Communication |
| spelling | doaj-art-4cc246cea0eb46ff8240a36098e49db42025-08-20T03:25:25ZengFrontiers Media S.A.Frontiers in Communication2297-900X2025-07-011010.3389/fcomm.2025.15576331557633Pork production on YouTube: frame and sentiment analysisAnu Karki0Shuyang Qu1Fally Masambuka-Kanchewa2Michael Retallick3Alexa J. Lamm4Kevan Lamm5Catherine E. Sanders6Allison Byrd7Nicholas Gabler8Department of Agricultural Education and Studies, College of Agriculture and Life Sciences, Iowa State University, Ames, IA, United StatesDepartment of Agricultural Education and Studies, College of Agriculture and Life Sciences, Iowa State University, Ames, IA, United StatesDepartment of Agricultural Education and Studies, College of Agriculture and Life Sciences, Iowa State University, Ames, IA, United StatesDepartment of Agricultural Education and Studies, College of Agriculture and Life Sciences, Iowa State University, Ames, IA, United StatesDepartment of Agricultural Leadership, Education and Communication, College of Agricultural and Environmental Sciences, University of Georgia, Athens, GA, United StatesDepartment of Agricultural Leadership, Education and Communication, College of Agricultural and Environmental Sciences, University of Georgia, Athens, GA, United StatesDepartment of Agricultural and Human Sciences, College of Agriculture and Life Sciences, North Carolina State University, Raleigh, NC, United StatesDepartment of Agricultural Leadership, Education and Communication, College of Agricultural and Environmental Sciences, University of Georgia, Athens, GA, United StatesDepartment of Animal Science, College of Agriculture and Life Sciences, Iowa State University, Ames, IA, United StatesIntroductionSocial media platforms increasingly influence public perceptions of agriculture by shaping narratives around food production. This study explores the portrayal of pork production on YouTube and the corresponding audience reactions, highlighting its role in shaping public discourse.MethodsGuided by the framing theory, the research examines 147 videos and 735 top comments to analyze media and audience frames alongside sentiments. Video titles, descriptions, and thumbnails represent media frames, while the top comments reflect audience frames. Frames are identified through literature review and sample analysis, with selected videos manually coded for frame presence. Sentiment analysis of textual elements is conducted using MaxQDA, and visual elements are coded manually.ResultsFindings show that information and technology of pork production, and entrepreneurship frames dominate media portrayals, emphasizing information sharing on production practices and business ventures. In contrast, audience responses often highlighted ethical concerns, particularly animal welfare, underscoring moral sensitivity in public discourse. Positive sentiments were prevalent across media and audience responses, though critical views remained significant. The strong alignment between media and audience frames and sentiments underscores the influence of strategic framing in shaping perceptions. Emotional appeals in videos are found to play a critical role in audience reactions.DiscussionThese findings suggest that transparent communication emphasizing ethical practices and technological advancements can effectively engage audiences. By aligning content with audience values and leveraging emotional connections, communicators can counteract misinformation, foster trust, and promote informed discussions about the pork industry. This study provides a framework for utilizing social media, specifically YouTube, to address public concerns while advancing transparency and trust in agricultural practices.https://www.frontiersin.org/articles/10.3389/fcomm.2025.1557633/fullpork productionYouTubeframing theorymedia frameaudience framevisual framing |
| spellingShingle | Anu Karki Shuyang Qu Fally Masambuka-Kanchewa Michael Retallick Alexa J. Lamm Kevan Lamm Catherine E. Sanders Allison Byrd Nicholas Gabler Pork production on YouTube: frame and sentiment analysis Frontiers in Communication pork production YouTube framing theory media frame audience frame visual framing |
| title | Pork production on YouTube: frame and sentiment analysis |
| title_full | Pork production on YouTube: frame and sentiment analysis |
| title_fullStr | Pork production on YouTube: frame and sentiment analysis |
| title_full_unstemmed | Pork production on YouTube: frame and sentiment analysis |
| title_short | Pork production on YouTube: frame and sentiment analysis |
| title_sort | pork production on youtube frame and sentiment analysis |
| topic | pork production YouTube framing theory media frame audience frame visual framing |
| url | https://www.frontiersin.org/articles/10.3389/fcomm.2025.1557633/full |
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