Journal of Socialomics

Exploring Public Voice on Social Media: Twitter Users' Views on the Circular Economy

Mohammad Al Haj Eid^* Department of Socialomics, Princess Sumaya University for Technology, Amman, Jordan
^*Correspondence: Mohammad Al Haj Eid, Department of Socialomics, Princess Sumaya University for Technology, Amman, Jordan, Email:

Received: 25-Jun-2024, Manuscript No. JSC-24-26096; Editor assigned: 27-Jun-2024, Pre QC No. JSC-24-26096 (PQ); Reviewed: 11-Jul-2024, QC No. JSC-24-26096; Revised: 16-Apr-2025, Manuscript No. JSC-24-26096 (R); Published: 23-Apr-2025, DOI: 10.35248/2167-0358.25.14.266

Introduction

This study investigates the public discourse surrounding the Circular Economy (CE) on Twitter. Utilizing Latent Dirichlet Allocation (LDA) topic modeling, the researchers identified key themes and discussions from a large corpus of tweets. The findings reveal dominant themes, gaps in public engagement, and theoretical and practical implications for better integrating social dimensions into CE transitions.

The Circular Economy (CE) is a transformative model aimed at extending product lifecycles and minimizing waste. While it promises environmental and economic benefits, the transition from theory to practice remains challenging. This study leverages social media data, specifically Twitter, to understand public perceptions and discussions about CE.

The study collected 797,250 tweets using hashtags related to the circular economy. These tweets were pre-processed and subjected to LDA topic modeling to identify prevalent themes. Ethical considerations, including privacy and data accuracy, were meticulously addressed.

Key findings

Strategic communication over participation: The majority of tweets emphasized strategic communication and technical aspects of CE, rather than inclusive participation. This highlights a gap in engaging the public beyond awareness-raising.

Levels of transition: Discussions on CE transition occurred at macro (society), meso (industry), and micro (individual) levels. However, the interdependencies between these levels were not fully explored in public discourse.

Circular activities: Tweets focused primarily on the 3Rs reduce, reuse, and recycle with limited attention to broader CE activities such as slowing consumption loops.

Collaboration: Successful examples of corporate and global collaborations were shared, but the involvement of civil society and non-governmental organizations was underrepresented.

Drivers and benefits: Tweets discussed environmental and economic benefits of CE, yet there was a lack of focus on social benefits and the direct impact on individuals.

Description

The public discourse on Twitter reflects a technical and organizational perspective of CE, with limited engagement on its social implications. For a successful transition to a circular economy, it is essential to integrate socio-cultural dimensions and foster broader public participation. Current communication strategies need to shift from one-way information dissemination to interactive, inclusive dialogues that address public concerns and encourage active involvement.

Theoretical contributions and practical implications

This study highlights the neglected social dimension in CE research and provides data-driven insights to refine CE conceptualizations. Practically, it offers guidance for decisionmakers to develop participatory communication approaches and policies that promote a holistic understanding of CE. Future research should include longitudinal studies, cross-cultural examinations, and mixed-methods approaches to deepen the understanding of public perceptions and enhance the efficacy of CE transitions.

Conclusion

By analyzing large-scale social media data, this study underscores the importance of incorporating public voice in CE discussions. The findings call for a more inclusive approach that bridges the gap between theoretical aspirations and practical implementation, ensuring that CE transitions are socially equitable and broadly supported.