COPY - Sorghum in the 21st Century · 6/16/2018  · Twitter’s API (Application Programming Interface) well-documented, with rich developer tools. ... semantic orientation of words

Visualising Big Data: Sorghum in Social Media

V. A. Jideani1 and A. I. O. Jideani21Department of Food Science & Technology, Cape Peninsula University ofTechnology, Bellville 7535, South Africa. email: [email protected] of Food Science & Technology, University of Venda,Thohoyandou 0950, South Africa, email: [email protected]

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Twitter an Exceptional Tool for Knowledge Discovery

330 million monthly active twitter users at January 2018.

500 million tweets sent per day.

Real-time information for data mining, social network

analysis and information for sensing public opinion trends

Data can be transformed into valuable business intelligence

data

Twitter launched in 2006 is a social networking

site for short-form, fast communication

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Twitter an Exceptional Tool for Knowledge Discovery

Twitter’s API (Application Programming Interface) well-documented, with rich developer tools.

Twitter data rich in information with a convenient data format for analysis.

Tweets are public and reachable to anyone.

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Methods of Twitter Data Analysis

Text Mining: process of deriving information from text.

Collecting a User’s Information

Network Information/Visualisation-Information flow & Friend-follower Networks

Sentiment Analysis

Geo-located Information/Geo-location visualisationDO N

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Network Metrics

Betweenness Centrality• Index of potential for

gatekeeping, brokering, controlling the flow, and also of bridging otherwise separate parts of the network

• Lies on more shortest paths between its fellow vertices than any other.

• May not have the largest degree

Bridges

Degree Centrality• Measure of popularity• In a directed network

• In-degree centrality• Out-degree centrality

X In-degree

X Out-degree X

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Sentiment Analysis

Sentiment analysis and opinion mining is the studyand analyses of people’s opinions, sentiments,evaluations, attitudes and emotions from writtentext1,2.

Machine learning approaches to sentiment analysis

Lexicon-based Rule-based Statistical

1Kumar et al. (2015)2Bhadane et al. (2015)DO N

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Sentiment Analysis

Lexicon-based

•Calculating sentiment polarity using the semantic orientation of words or sentences in the document.

Rule-based

•Looks for words in a text and then classifies it based on the number of positive and negative words.

Machine learning method

•Uses several learning algorithms to determine the sentiment by training on a known dataset.

Statistical models

•Represent each review as a mixture of latent aspects and ratings, assuming that aspects and their ratings can be represented by multinomial distributions. One such model is the decision tree.

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Objectives

Identify the key players in sorghum tweeterdiscussions. This could help in disseminatinginformation in the sorghum network faster as wellas help protect the network from breaking. Identify the topic of discussions as they tweet,

mention and follower each other. Establish the sentiment of the tweeters towards

sorghum.

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Methodology

29 January 2015 to 1 November 2017

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Rate of Tweet

763 tweet type, 319

min

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Tweeters Relationship

Mentions68.5%

Replies to6.5%

Tweet25.0%

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Structure of Sorghum Twitter Network

Nodes 1404

Edges 1626

Self-loop 407

Network diameter 6

Graph density 0.001

Connected Components 442

Average path length 2.11

Average degree 1.16

Reciprocity 3.92%

An edge is a tie between two people representing ‘reply to’ or ‘mention’ of relationship i.e. 1626 tweets were replied to or mentioned.

Density- a measure of cohesion is 0.001 indicating extremely few communication links among twitter users, suggesting that information rarely flows among twitter users.

Only 3.92% twitter users respond to each other. A distributed communication style.DO N

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Countries

Australia17%

Bostwana2%

Canada5%

India2%

Nigeria4%

Rwanda2%

South Africa5%Sudan

2%Uganda

2%UK2%

United States57%

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Hashtags in Tweets

sorghum50%

fnce11%

harvest178%

supersorghum6%

recipes5%

corn4%

wheat4%

tamu4%

soybeans4%

vegan4%

fnce = Food & Nutrition Conference & ExpoDO N

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Top URLs in tweets

allAfrica.com- producing and distribution news andinformation from over 140 African news organisation.

Nation.co.ke- Sorghum brings good tidings to small-scalefarmers in Siaya

Business day online- Nigerian brewers dump barley forsorghum in hunt for local substitute.

Mensfitness.com- Popped sorghum peanut butter balls.

It.ustravelapp.com

Thebetterindia.com- Do you know about this wonder cropthat can be used as fuel, paper and delicious breadspread?

Qaafi.uq.edu.au- Queensland Alliance for Agriculture andFood Innovation- An integrated remote-sensing approachto close the phenotyping gap in sorghum breeding.

FarmFutures.com- Weekly export sales: trade estimatesnearly score a bullseye.

Sorghumcheckoff.com- Sorghum the smart choiceDO N

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Modularity coloured & in-degree node size

58.01%

41.99%

Two communities in thenetwork led by sampadscales(135) & joeagneya (97) (bothfrom India) with high in-degree centrality.DO N

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Node Size by BetweennessCentrality

Two communities in the network led by sampadscales (43,358) and joeagneya(34,580) (both from India) with high betweeness centralityDO N

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Term Co-occurrence

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Co-occurrence network

Looking for a new whole grain option? Try sorghum -nutritious, tasty, & sustainable DO N

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Topic Detection

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Detected Topics

0

1

2

3

4

Log

wei

ght

Detected discussion topic

Topic_0 Topic_1

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Detected Topics

Sweet sorghum is a wonder crop that can be used as fuel, paper and delicious bread spread.

A crispy sweet and salty low-calorie bites made with popped sorghum peanut butter balls.

An integrated remote-sensing approach to close the phenotyping gap in sorghum breeding.

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Sentiment Analysis

NodeXL 22,375 words in the sorghum discussion

1243 word categorised into sentiments, 21132not categorised.

967(77.8%) positive

276(22.2%) negative sentiment

KNIME

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Sentiment Analysis

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182 (61.7%) Positive Words

RT @JoeAgneya: "Right at 4,200 years ago, we found that ancient humans changed their crops to millets such as sorghum, ragi, jowar, bajra.… DO NOT C

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113 (38.3%) Negative Words

RT @agbiotech: Children in Kenya die each year from Vitamin A deficiency. GMO sorghum is trying to get that number down to 0. ://t.co/…

World 2017/18 #sorghum consumption forecast to decline 1% y/y, driven by smaller industrial uptake in the US. ://t.co/rdCTqEINLM

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Conclusion

Sorghum is a popular topic of discussion in twitter. Key players in the sorghum discussion were from

academia, media, government & non-governmentalorganisations. Sweet sorghum is a wonder crop for feed, food,

fuel and paper. Tweeters positive towards sorghum.

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