Conflicto y causa mapuche en 2020: Una narrativa desde la escucha social

La escucha social o social listening es un proceso de monitoreo utilizado por el mundo privado para mejorar la atención hacia los clientes o para mejorar la experiencia de usuarios. En Interpreta, utilizamos esta misma metodología para investigar sobre problemas sociales complejos. En este capitulo, buscamos información que nos lleve a entender el conflicto y la causa mapuche en el 2020, pero desde lo que las personas expresan de forma libre a través de internet y las redes sociales. En este sentido, hemos logrado capturar poco más de 3.5 millones de publicaciones que provienen de cerca de 300 mil autores únicos y hemos recopilado más de 6 mil publicaciones provenientes de 40 medios de comunicación, así como 46 mil publicaciones en prensa, blogs y foros. Se busca contar a través de los datos el curso histórico respectivo a lo largo del 2020 desde las contrapuestas narrativas.

Perkembangan Media Sosial pada Humas Digital dalam Industri 4.0

Media Sosial telah menjadi fenomena tidak terbendung, pada penelitian ini khususnya bidang humas digital diharuskan beradaptasi kedalam media sosial di industri 4.0. Tujuan penelitian untuk mengetahui perkembangan media sosial humas digital dalam industri 4.0 di Indonesia. Metode penelitian yang digunakan merupakan meta analisis dengan pendekatan kualitatif dengan pengumpulan data sekunder. Hasil penelitian diperoleh bahwa media sosial telah mengalami transformasi dalam industri 4.0 yang berkontribusi lebih banyak kepada digital public relations sebagai alat untuk social listening, digital story telling, social purpose. Persaingan semakin kompetitif dengan penggunaan word of mouth, electronic word of mouth membuat suatu brand semakin dikenal dengan penggunaan strategi kampanye di media sosial untuk menimbulkan interaksi antar sesama pengguna sosial media, industri 4.0 memiliki peranan penting dalam perkembangan media sosial untuk meningkatkan citra dan reputasi perusahaan di Indonesia. Kesimpulan yang diperoleh bahwa media sosial telah mengalami transformasi dalam industri 4.0 yang dapat berkontribusi lebih banyak kepada perkembangan digital public relations.

The anti-Green Pass rhetoric in Italy is shaped by anti-vaccine views and focuses on limitations of personal freedom: A social listening analysis on Telegram chats (Preprint)

BACKGROUND The recent introduction of COVID-19 certificates in several countries, including the introduction of a European Green Pass, has been met with protests and concerns by a fraction of the population. In Italy, the Green Pass has been used as a nudging measure to incentivize vaccinations, since unvaccinated people are not allowed to enter restaurants and bars, museums, or stadiums. OBJECTIVE This study aims to understand and describe the concerns of anti-green pass individuals in Italy, the main arguments of discussion, and their characterization. METHODS We collected data from Telegram chats and analyzed with a mixed-methods approach the arguments and the concerns that were raised by the users. RESULTS Most individuals opposing the green pass share anti-vaccine views, but that doubts and concerns about vaccines are not often among the arguments raised to oppose the green pass. Instead, the discussion revolves around legal aspects and the definition of personal freedom. Further, we explain the nature of the dichotomy and similarity between anti-vaccine and anti-green pass discourse, and we discuss the ethical ramifications of our research, focusing on the use of Telegram chats as a social listening tool for public health. CONCLUSIONS A large fraction of anti-green pass individuals share anti-vaccine views. We suggest public health and political institutions to provide a legal explanation and a context for the use of the green pass, as well as to continue focusing on vaccine communication to inform hesitant individuals. Further work is needed to define a consensual ethical framework for social listening for public health.

532 - “Mapping the Lived Experiences: The Dyad Journey of People with Agitation in Alzheimer’s and Their Care Partners”

A substantial amount of analysis has been dedicated to understanding the individual journeys of the “patient” and the “caregiver” in Alzheimer’s disease. This work has provided valuable insights, but a few priorities remain:how is the lived experience journey in Alzheimer’s shaped by the complexities of agitation and other behavioral aspects of the disease;how can insights from “social listening” analysis structure our understanding of these journeys;how can we understand the dyad journey of the person with Alzheimer’s and the care partner as well as the interactions therein, particularly through the lens of agitation.This project, “Mapping the Lived Experiences” recasts the Alzheimer’s journey to better reflect these priorities. We offer a visual interpretation of the journey with the rationale and proof points that underpin it.“Mapping the Lived Experiences” prioritizes agitation and other behavioral aspects of Alzheimer’s as pivotal, enduring challenges on the disease journey. We frame the journey into two overarching phases: “the first loss,” which accounts for the more widely recognized symptoms of the disease, such as memory loss and declining cognitive function; and “the second loss,” which is characterized by agitation and behavioral aspects of the disease. We structure the journey around “milestone moments” – moments when both the person with Alzheimer’s and the care partner recognize that the disease has taken a major progression.The “milestones” moment framework reflects an interpretive framework developed through an ongoing “social listening” research project. This social listening research allows analysis of the online conversation as it is happening in social channels and discussion boards, and it provides a poignant counterpoint to quantitative market research insofar as it illuminates the unfiltered, unmitigated experiences as articulated by the people who are learning in real-time to manage and live with Alzheimer’s. From social listening insights and analysis, our research posits that journeys – for both the person with Alzheimer’s and the care partner – are not linear, straight-line trajectories, but jagged, fragmented paths marked by “milestone moments” that shape thinking, understanding, and behavior.“Mapping the Lived Experiences” offers a dyad visualization and articulations, as it fuses the journeys of the person with lived experience and the care partner together in the same visual space. This approach reveals how, over time, these journey relate, inform, and ultimately depart from one another. This dyad offers new insights into both the lived experience and care partner journeys.

Harnessing social listening to explore consumer cognitive bias: implications for upstream social marketing

Purpose The purpose of this paper is to examine how upstream social marketing can benefit from using social media commentary to identify cognitive biases. Using reactions to leading media/news publications/articles related to climate and energy policy in Australia, this paper aims to understand underlying community cognitive biases and their reasonings. Design/methodology/approach Social listening was used to gather community commentary about climate and energy policy in Australia. This allowed the coding of natural language data to determine underlying cognitive biases inherent in the community. In all, 2,700 Facebook comments were collected from 27 news articles dated between January 2018 and March 2020 using exportcomments.com. Team coding was used to ensure consistency in interpretation. Findings Nine key cognitive bias were noted, including, pessimism, just-world, confirmation, optimum, curse of knowledge, Dunning–Kruger, self-serving, concision and converge biases. Additionally, the authors report on the interactive nature of these biases. Right-leaning audiences are perceived to be willfully uninformed and motivated by self-interest; centric audiences want solutions based on common-sense for the common good; and left-leaning supporters of progressive climate change policy are typically pessimistic about the future of climate and energy policy in Australia. Impacts of powerful media organization shaping biases are also explored. Research limitations/implications Through a greater understanding of the types of cognitive biases, policy-makers are able to better design and execute influential upstream social marketing campaigns. Originality/value The study demonstrates that observing cognitive biases through social listening can assist upstream social marketing understand community biases and underlying reasonings towards climate and energy policy.

The Insights Industry: Towards a Performativity Turn in Market Research

While market research has been the cornerstone of the intelligence ecosystem, the emergence of ‘insights’ vendors is re-shaping the market. Adjacent practices, ranging from competitive intelligence, social listening and data science, could relegate market research to legacy status in firms. This investigation explores how expert market researchers respond to the commoditisation of market research techniques and their diminishing access to the client’s organisation to address this issue. The findings show that market researchers are adapting – effectively reinventing themselves as ‘insights’ professionals – through the following four initiatives: (1) offering solution services, (2) creating architectures that integrate organic and designed data, (3) making heroes in the client’s organisation and (4) forging performative relationships based on strategic guidance. These initiatives shift market research from ostensive (descriptive or declarative) to performative (effectual or actionable). Theoretically, the article conceptualises the changes in the market research industry through the performativity lens.

Best Paper Selection

Ali SH, Foreman J, Tozan Y, Capasso A, Jones AM, DiClemente RJ. Trends and predictors of COVID-19 information sources and their relationship with knowledge and beliefs related to the pandemic: nationwide cross-sectional study. https://publichealth.jmir.org/2020/4/e21071/ Picone M, Inoue S, DeFelice C, Naujokas MF, Sinrod J, Cruz VA, Stapleton J, Sinrod E, Diebel SE, Wassman J, Robert E. Social listening as a rapid approach to collecting and analyzing COVID-19 symptoms and disease natural histories reported by large numbers of individuals. https://www.liebertpub.com/doi/10.1089/pop.2020.0189?url_ver=Z39.88-2003&rfr_id=ori:rid:crossref.org&rfr_dat=cr_pub%20%200pubmed Pobiruchin M, Zowalla R, Wiesner M. Temporal and location variations, and link categories for the dissemination of COVID-19-related information on Twitter during the SARS-CoV-2 outbreak in Europe: Infoveillance study. https://www.jmir.org/2020/8/e19629/