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PASTA DAY

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by

Costanza Nosi

on 16 December 2015

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Transcript of PASTA DAY

LOW-CARB DIETING
ONLINE ISSUES AND CONSUMER CONVERSATIONS
SEPARATED
DESIGN
ELEMENTS:
CUSTOMIZE THE TEMPLATE TO YOUR OWN NEEDS
1
2
WHY?
Eating isn't eating any more
WHAT?
Low-carb dieting
online searching
1
2
3
4
5
6
7
8
9
LOW-CARB
TRENDS

// (NO) LOW-CARB DIET
// (HIGH) PROTEIN DIET
// PALEO DIET
// DUKAN DIET
// ATKINS DIET
// GLUTEN-FREE (DIET)
CONSUMER
CONVERSATIONS
JAMIE'S
VIDEO

AND SO
WHAT?

NO
UNIQUE RECIPE
COMMUNICATION
IS COMPLEX
KNOWLEDGE
IS KEY
MEDIA
TALKING

ITALY
5
WEBSITES
40
ARTICLES
27,292
WORDS
WHAT
HAPPENS?
// DIET
LIFE-CYCLE
ITALY
BRAZIL
USA
Low-carb dieting
media talking
Low-carb dieting
consumer conversations
500+ ICONS FROM PREZI "INSERT" MENU
Costanza Nosi, Gustavo Victor Rugnone
Department of Management Studies, University Roma Tre
World Pasta Day & Congress - Milan, 25-27 October, 2015
It's the mirror of a value system
Communication is different
The power of WOM
3
HOW?
CONTENT ANALYSIS OF ONLINE ARTICLES
NETNOGRAPHY
TEXT MINING
// QUALI-QUANTITATIVE METHOD
ITALY:
DIETA SENZA CARBOIDRATI
ITALY:
DIETA DUKAN
ITALY:
DIETA PALEO
ITALY:
MULTIPLE DIETS
USA:
MULTIPLE DIETS
BRAZIL:
MULTIPLE DIETS
//
SEASONALITY

OF SEARCHING ACTIVITY
USA
5
WEBSITES
31
ARTICLES
28,115
WORDS
www.webmd.com
www.mayoclinic.org
www.about.com
www.authoritynutrition.com
www.nytimes.com
www.my-personaltrainer.it
www.albanesi.it
www.alfemminile.com
www.greenstyle.it
www.pourfemme.ti
BRAZIL
2
WEBSITES
93
ARTICLES
100,310
WORDS
www.globo.com
www.mundoboaforma.br
WHERE?
Italy
USA
Brazil
COMMENTS:
149
WORDS:
9,047
COMMENTS:
181
WORDS:
11,429
COMMENTS:
2,383
WORDS:
34,862
CONSUMER
NETWORKS
AUDIENCE
NETWORK
POLARIZED ISSUE
NETWORK
HUB & SPOKES
"BLITZ COMMUNITIES" (1/2 DAYS)
HYBRID: CONVERSATION SPREAD
SPOKES RE-BROADCAST
ENDORSERS-INFLUENCERS

US-VS-THEM
SOCIO-CULTURAL (VS OTHER CONSUMERS)
IDEOLOGICAL/ETHICAL (VS BIG COMPANIES & "COMPLICIT" SCIENCE
HYBRID:
WITHIN POLES AUDIENCE (ALMOST CUSTOMER SUPPORT) NETWORK


CULTURES OF CONSUMPTION
COUNTER INFORMATION
CULTURAL
SOCIAL
ETHICAL
IDEOLOGICAL

ANTAGONISM AGAINST MAINSTREAM
DIGITAL REVOLUTION
FROM:
INTIMATE, SLOW, 1 TO ONE
TO:
AMPLIFIED, ACCELERATED, 1 TO MANY
SKEPTICISM AGAINST COMPANY-DRIVEN ADVERTISING
Cluster Food
Cluster Science
LIKE:
3,568
DON'T LIKE:
85
COMMENTS:
635
VIEWS:
77,762
Nope, I know potatoes are "relatively unhealthy" because they have a high GI, that is
scientific fact
.

Hahahaha you'd have to show me an
ACTUAL peer-reviewed study
before I believe you

I've heard of the
china study
, it is comprised of
cherry-picked data
all selected because it supports the idea the author was chasing in on.

The main issue like you say is that there are so many variables not controlled
when they conduct these studies
comparing vegan diets to the AVERAGE western diet

I was waiting for the
china study
, I'm not wasting time arguing with vegans I'm afraid bro
·
Full transcript