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DensityDesign Research Lab. A.Y. 2011-2012. Integrated Course Final Synthesis Studio. Credits: Bruna Cirincione, Alessandro Dondero, Andrea Ferrari, Mariolina Suglia, Cosimo Torsoli. We tried to find a theme that was close to our everyday life, somehow which we could contribute in a concrete way. We decided to address the subject of debate on 'bottled water'. [...] Read more on . See the related video on http://vimeo.com/densitydesign/unusualstory.
Citation preview
GOOGLE QUERY
-Bo�led water-Tap water
DMI HARVESTER
Result: 100 Urls
MANUAL VALIDATION
- no PDF documents- no Wikipedia- no social networks
CORPUS
70 Urls
INSIGHT FOR SEARCH
Query geo-localization
VERSUS
Main actors identi�cation
ISSUE GEOGRAPHER
Server geo-localization
ALCHEMY
Semanthic analysis
WIKIPEDIA ANALYSIS
Comparison of “bo�led water” page in di�erent languages
Query
Digital Tools
ManualAnalysis
Corpus
DMI
ManualAnalysis
DensityDesign
RE
SE
AR
CH
PR
OT
OC
OL
AN
AL
YS
IS R
EP
OR
T
0 100
01 BOTTLE WATER CONSUMPTION
Bo�le water consumption form 1995 to 2015(e�imate)Units: volum in mi�ions litersSource: ZenithInternational
4900
8575
12.800 12.800
14.080
3000
6000
9000
12.000
15.000
1995 1997 1999 2001 2003 2005 2007 2009 2011 2013 2015
Ne�lé Corporation has proposed building a bo�led water facility in Cascade Locks, Oregon (Columbia Gorge National Scenic Area)(�g.05); the city is crossed by Columbia River, and enjoys a large presence of natural areas. �e company would inve� $50 million to con�ru� the facility that would bo�le �ring water from nearby Oxbow Springs and municipal water from the city of Cascade Locks. Bo�led water would then be shipped by truck to Portland for market di�ribution.
Ne�lé wants to buy the �ring water to bo�le it under the Arrowhead brand, and municipal
G1 | Bruna Cirincione, Dondero Alessandro, Ferrari Andrea, Suglia Mariolina, Torsoli Cosimo
Dealing with the problem of “Global Warming”, and in particular the thematic of “Freshwater resources and their management”, we had the opportunity to choose any of the many world controversy reletad to water: from the climate problems caused by pollution and human intervention in the territory, �oods and sea level rising; we could deal with crises related to water management in developing countries, the political economical issues and ending up to wars based on controlling the blue “gold”.
Our goal was to maintain consi�ency with the previous research phase, where we focused on the global fresh water management. With this intention in mind, we tried to �nd a theme that was close to our everyday life, a di�ute that somehow we wereconcerned personally, we could confront with it and to which we could contribute in a concrete way. So we decided to address the subje� of debate on “bo�led water”.
�is theme, which initially may seem simple, if not trivial, presents indeed many issues that bind greater facets. Furthermore the bo�led water problem closely concerns all of us, and it is very discussed in many contexts (from worldwide organizations and multinationals to everyone’s daily life). Analysing this controvercy could
bring greater sense of re�onsibility and trigger virtuous behaviour.
Speaking of bo�led water seems easy, becuse we could ju� say that is wrong to buy something that you got for free at home, but if we take a look at the sales of bo�led water in the United States, that is one of the greater consumer of bo�led drinks together with China, we realize that the que�ion is not simple at all: in the la� decades the market of bo�led water has grown exponentially with ju� a decrease in recent years (�g. 01).As said before, we thought that the issue was simply about "bo�led water vs tap water", but digging deeper and researching further, we have discovered that it was not easy to under�and as it seemed; a�ually, in�ead of a global discussion, we �nd out that this controversy was developping in many small cities all around the world each of which present di�erent qualities.
Immediatly, as �r� �ep to realize the size of the discussion, we simply searched "bo�led water" on Google; this way we gained the �r� 100 URLs through the in�rument Harve�er, and a�er a manual validation, we got our sheer corpus of analysis.
Tapping Cascade Locks•How local debats a�e� global controversy
Once obtained the corpus of the 100 mo� relevant entities. We have identi�ed the subje�s and how they were related to each others through a manual semantic analysis and with the digital tool Versus. Meanwhile we did the same analytical process for the query “tap water”.
Using Issue Geographer, a digital tool of data geo-localization that shows where involved organizations are based on a geographical map, and Google Insight for Search that compares search volume pa�erns across �eci�c parameters (regions, categories, time frames and properties), we realized that the discussion was developing mainly in the United States, Au�ralia and South Africa (�g. 02).
�anks to these tools, we noticed that the majority of the in�itutions and organizations involved in the controvercy were concentrated in the United States.
�erefore we decided to focus our research on the USA, but before that, we wondered if the former result were not a�e�ed by choosing English language for the Google queries.
Partially we was right, but analyzing the di�erent "bo�led water" pages on Wikipedia, in other languages, we realized that the English one was the only page to have an articulated debate and a page of discussion, while pages in other languages contained only summaries translated from English text (�g. 03).
Even considering the single United States country, we realized that the discussion was fed by many small �eci�c cases, and that the controvercy was not �ri�ly about “Bo�led water versus tap water”, but rather between bo�led water sales and bo�ling plants impa�s on local areas. While the problem concerning bo�led water sales is for the mo� part a ma�er of ethics, the bo�ling plants one in�ead, is more related to environmental impa�s; moreover, both these a�e�s also fuels the debate on water privatization. A�er the identi�cation of the mo� relevant cases, we choose to focus our �udy on the city of Cascade Locks, where the di�ute is �ill open and developing nowadays (�g. 04).
or PepsiCo Inc., which colle� the water to be bo�led only from municipal water supply, Ne�lé dire�ly picks up water from �rings: this indu�rial process is very debated, because it could potentially produce heavy environmental hardships in the area surrounding the bo�ling plants. It is interseting to notice that Ne�lé is one of the main bo�led water sellers in the USA; it is for this reason that during our �r� phase of the research on the "Bo�led Water" di�ute we have found so much material and many other cases releted to Ne�lé.
Looking at �g.06, we can see all the conne�ions between the a�ors, their relevance within the network, and how much they contribute to the discussion.
News websites have a similar behaviour among themselves, they are linked to several network nodes: they have a well-di�ributed number of output and input links. News websites don’t discuss frequently about the controversy, because they usually describe the fa�s in the occurrence
of �eci�c events. �e Food and Water Watch website behaves very di�erently, because it quotes the Cascade Locks case very o�en. Although a large number of sites mentioned this case for its relevance, Food and Water Watch doesn’t quote any others website, apart an output link to another organization: Democracy in A�ion (�g. 07).
On the other hand, Ne�lé websites, de�ite being deeply involved in the debate, do not
talk much about it, even though they entertain �rong links between themselves. Obviously Ne�lé got lots of incoming links, as it is quoted very o�en by other subje�s involved in the controvercy (�g.08). �is tool has been very usefull for our research proje� as it shows us the real �ru�ure of the Network and expecially the a�ors’ relations that e�ablish the shape of the net. Without Gephi we wouldn’t be able to imagine those relations ju� form the Urls corpus.
Even though its usefulness, Gephi is a tool that is very complex and has to be interpretated corre�ly: in the next pages we’ll try to show be�er what Gephi reveals us, focusing our a�ention on network main a�ors one at time, to point out every single relation they e�ablish with the others a�ors.
A�er analyzing the �eci�c situation of Cascade Locks, we wanted to emphasize the relations with other cases involved in the
"bo�led water" controversy. Starting from the cases identi�ed in our �r� semantic analysis, we have considered others U.S. cases, that we found being almo� all related to Ne�lé Waters company. Trough Google Scraper and Fineo, we’ve found that the other cases were highly cited in our corpus of URLs (�g. 13).
general level. Environmentali�s in�ead occupy a di�erent position as they are more involved in the dynamics of the various local cases. We then noticed a group of websites that �and out slightly from the other categories: the websites of online petitions: these entities do not have a real a�ive part in the di�utes, but rather serve as tools for local communities to bring up their own voice, to increase the consent, to improve a�ive participation in the problem and to
generate a return media to catch the a�ention of the whole country, even the world, on those small communities involved.
Ne�lé sites don’t mention these cities very much, almo� never, de�ite being primarily and deeply involved in the di�ute; this con�rms that the company is partially a�ive in the debate, even in relation to other places.
�e discussion seems to be carried out primarily by news sites, which report �eci�c events related to the various cases, indeed they only report what is happening in local communities, without addressing the issue on a
By using other analysis tools, like Versus and Alchemy (�g.10), we immediately noted that news websites got more links with other network a�ors, e�ecially with organizations; on the other hand, environmentali� ones are very self-referential: other network subje�s rarely quote all names and all entities that the environmentali�s mention.
Later, seeking that Cascade Locks was mentioned several times in the corpus, the hypothesis that news and organizations websites were the main subje�s, who discuss about this case, was con�rmed; moreover it was clear that Ne�lé doesn’t mention it at all.
At the same time, we tried to geo-localize the phenomenon, by manually analysing Alchemy results (�g. 11), by using Issue Geogrpher (�g.12), Google Insights for Search, to show then how it has developed in the United States over la� years, and a . It is intere�ing to observe that even if the a� takes place in the small city of Cascade Locks, it is discussed in many other places around the United States. At �r�, the di�ute �arted from Oregon, and then �read out reaching others States, such as Nord Dakota, Colorado, Idaho, California, Florida, Washington, Maine, New York, Massachuse�s, and Arizona. Indeed, many of these places were involved in other similar controversy, emerged in earlier �eps of our �udy; even though they were already closed, their “unsolved” situations keep emerging during our analysis.
Trying to map the entire controversy, from what has emerged by the analysis performed using the di�erent tools we menage to draw some �nal conclusions.
In the �r� �ep of our work, we realized that the initial obje�ives we had in charge were not very helpfull. Initially all the research analysis was based on the clash of opinions between the use of bo�led water over tap water: the discussion was based on a series of observations between those in favor of bo�led water, multinational producers such as Ne�le, Coca-Cola, etc.., and several organizations including IBWA (International Bo�led Water Association), and on the other side, those who oppose to them: organizations like EPA (Environmental Prote�ion Agency), environmentali�s, a�ivi�, etc. Generally, what emerges from the �r� entities identi�ed, was
quite predi�able. �e results obtained have con�rmed what we initially hypothesized previously. Moreover, in our �r� approach, a�er the confrontation between the two sides of the debate over bo�led water, a �r� observation was to note that the arguments again� bo�led water (pollution , co�, tran�ort, etc..), were much �ronger than the elements in its favor, and de�ite this in the la� decades bo�led water sales havenever decreased.
We wondered why, perhaps for lack of con�dence in tap water? or because the communication is very predominant in the case of bo�led water? With these que�ions, our �r� obje�ive was to identify the dynamics that could a�e� the sale. However, we realized that the approach was wrong, as we o�en gained inconclusive results that we reported back to the �arting point.
In the second phase, we tried to �nd out �ep by �ep how the di�ute developed. �erefore,
to deepen our theme, a�er several semantic analysis, and having identi�ed several case �udies, we decided to change angle and focus on a �eci�c case to see be�er and more closely the dynamics of the di�ute. In fa� the situation was so much di�erent; at �r� we thought that the problem was ju� an ethical ma�er, but a�er careful observation, we noticed that in reality, it was also environmental, political and economic.
�e �nal �ep of the analysis was made in the monitoring reports that the case of Cascade Locks had opened again� former U.S. cases, and this has led us to further con�rmation of how all these individual cases formed a network of similar discussions quoting each other, and how these, in turn, con�itute the dynamic nodes of a global network that fuel the discussion from time to time, increasing the volume of the di�ute on the sale of bo�led water around the world.
A�er that, we used Google Insight for Search to compare the volume of closed cases search in the U.S. Looking at �g. 14, we can see the trends in the volume of searches from 2004 to 2011 for each city. Looking at the peaks on the visualization, we can see how other search volumes levels will also increase when a debate turns on a closed cases. �is is furthermore a con�rmation of the fa� that all the cases, although closed, are nourishing the controversy over the time. Moreover charts trends and peaks show discontinuous �ow: this con�rms what we have said previously, namely, that are the news websites to drive and shape the discussion among the media, each time turning on the a�ention to the cases releted to the di�ute.
03 COMPARING WIKIPEDIA PAGES
29.728 OF DISCUSSION PAGE
26.465
ENG FRA NED ROM ESP ITA
12.372
3.790
2.5711.757
703
Counting the chara�ers of Bo�led water page in di�erent leanguages*
*excluding ideographic languages
water, under the Pure Life brand.However the Oxbow Springs water rights are
held by ODFW (Oregon Department of Fish and Wildlife), that uses �ring water to breed their �sh hatcheries. Not being able to dire�ly purchase water rights from ODFW, Ne�lé needs Cascade Locks to buy the water rights ownership, in order to withdraw water from the city in exchange for money and jobs. Moreover this ownership exchange, have to be approved by th Oregon Government.
During the research, we found out that Ne�lé, unlike other companies, like Coca-Cola
02 SPEAKING ABOUT “BOTTLED WATER”Geographical visualizzation showing research volume for “bo�led water” query (Google Inside for Serch)
FOCUS
USA choise as study case
ALCHEMY
Semantic analysis
PDF ANALYSIS
Choice of 10 speci�c cases
FOCUS
Selection of the case still open [Cascade Locks]
GOOGLE QUERY
“Cascade locks”+Nestlé
DMI HARVESTER
Result: 100 Urls
MANUAL VALIDATION
- no Wikipedia- no social networks
Closed Dispute
Open Dispute
Maine
MCCLOUD
WACISSA
CASCADE LOCKS
SHAPLEIGH
CONCORD
FREYBURG
MECOSTA COUNTY
ENUMCLAW
KENNEBUNK
ORTING
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012
MECOSTA COUNTYPopulation 42.798MICHIGANNestlé wanted to build a water bo�ling plant.But a permanent injunction ordered Nestlé to stop the procedure.
MC CLOUDPopulation 1.101
CALIFORNIANestlé built a big water
bo�ling plant, promising jobs to citiziens. Today they are still
waiting for those jobs.
FREYBURGPopulation 3.083MAINENestlé built a water pumping station to bo�le its Poland Springs water.
ENUMCLAWPopulation 10.669WASHINGTONNestlé wanted to build a water bo�ling plant, but the small town react: “Go tap someone else's spring”.
CASCADE LOCKSPopulation 1.075OREGON Nestlé wants to build a water bo�ling plant: the discussion is still open.
KENNEBUNKPopulation 10.798MAINENestlé wanted to build a water bo�ling plant. But thanks to “Save Our Water” initiative, the project has not gone ahead.
SHAPLEIGHPopulation 2.326MAINENestlé wanted to build a water pumping station. But citizens voted a revolutionary ordinance that gave them the right to local self-governance and banned companies �om drawing or selling their water.
CONCORDPopulation 17.580MASSACHUSE�SMsr. Hill proposed banning the sale of bo�led water �om the town. �e ban isn’t passed but it remains a signi�cant a�empt.
ORTINGPopulation 6.746WASHINGTON
Nestlé wanted to build a water bo�ling plant, but due to many
debates it decided to leave the project.
WACISSAPopulation 380
FLORIDANestlé wanted to build a water
bo�ling plant along the river, but the local comunities have
strongly rejected the proposal.
Ne�lé Corporation has proposed building a bo�led water facility in Cascade Locks, Oregon (Columbia Gorge National Scenic Area)(�g.05); the city is crossed by Columbia River, and enjoys a large presence of natural areas. �e company would inve� $50 million to con�ru� the facility that would bo�le �ring water from nearby Oxbow Springs and municipal water from the city of Cascade Locks. Bo�led water would then be shipped by truck to Portland for market di�ribution.
Ne�lé wants to buy the �ring water to bo�le it under the Arrowhead brand, and municipal
Dealing with the problem of “Global Warming”, and in particular the thematic of “Freshwater resources and their management”, we had the opportunity to choose any of the many world controversy reletad to water: from the climate problems caused by pollution and human intervention in the territory, �oods and sea level rising; we could deal with crises related to water management in developing countries, the political economical issues and ending up to wars based on controlling the blue “gold”.
Our goal was to maintain consi�ency with the previous research phase, where we focused on the global fresh water management. With this intention in mind, we tried to �nd a theme that was close to our everyday life, a di�ute that somehow we wereconcerned personally, we could confront with it and to which we could contribute in a concrete way. So we decided to address the subje� of debate on “bo�led water”.
�is theme, which initially may seem simple, if not trivial, presents indeed many issues that bind greater facets. Furthermore the bo�led water problem closely concerns all of us, and it is very discussed in many contexts (from worldwide organizations and multinationals to everyone’s daily life). Analysing this controvercy could
bring greater sense of re�onsibility and trigger virtuous behaviour.
Speaking of bo�led water seems easy, becuse we could ju� say that is wrong to buy something that you got for free at home, but if we take a look at the sales of bo�led water in the United States, that is one of the greater consumer of bo�led drinks together with China, we realize that the que�ion is not simple at all: in the la� decades the market of bo�led water has grown exponentially with ju� a decrease in recent years (�g. 01).As said before, we thought that the issue was simply about "bo�led water vs tap water", but digging deeper and researching further, we have discovered that it was not easy to under�and as it seemed; a�ually, in�ead of a global discussion, we �nd out that this controversy was developping in many small cities all around the world each of which present di�erent qualities.
Immediatly, as �r� �ep to realize the size of the discussion, we simply searched "bo�led water" on Google; this way we gained the �r� 100 URLs through the in�rument Harve�er, and a�er a manual validation, we got our sheer corpus of analysis.
Once obtained the corpus of the 100 mo� relevant entities. We have identi�ed the subje�s and how they were related to each others through a manual semantic analysis and with the digital tool Versus. Meanwhile we did the same analytical process for the query “tap water”.
Using Issue Geographer, a digital tool of data geo-localization that shows where involved organizations are based on a geographical map, and Google Insight for Search that compares search volume pa�erns across �eci�c parameters (regions, categories, time frames and properties), we realized that the discussion was developing mainly in the United States, Au�ralia and South Africa (�g. 02).
�anks to these tools, we noticed that the majority of the in�itutions and organizations involved in the controvercy were concentrated in the United States.
�erefore we decided to focus our research on the USA, but before that, we wondered if the former result were not a�e�ed by choosing English language for the Google queries.
Partially we was right, but analyzing the di�erent "bo�led water" pages on Wikipedia, in other languages, we realized that the English one was the only page to have an articulated debate and a page of discussion, while pages in other languages contained only summaries translated from English text (�g. 03).
Even considering the single United States country, we realized that the discussion was fed by many small �eci�c cases, and that the controvercy was not �ri�ly about “Bo�led water versus tap water”, but rather between bo�led water sales and bo�ling plants impa�s on local areas. While the problem concerning bo�led water sales is for the mo� part a ma�er of ethics, the bo�ling plants one in�ead, is more related to environmental impa�s; moreover, both these a�e�s also fuels the debate on water privatization. A�er the identi�cation of the mo� relevant cases, we choose to focus our �udy on the city of Cascade Locks, where the di�ute is �ill open and developing nowadays (�g. 04).
or PepsiCo Inc., which colle� the water to be bo�led only from municipal water supply, Ne�lé dire�ly picks up water from �rings: this indu�rial process is very debated, because it could potentially produce heavy environmental hardships in the area surrounding the bo�ling plants. It is interseting to notice that Ne�lé is one of the main bo�led water sellers in the USA; it is for this reason that during our �r� phase of the research on the "Bo�led Water" di�ute we have found so much material and many other cases releted to Ne�lé.
Looking at �g.06, we can see all the conne�ions between the a�ors, their relevance within the network, and how much they contribute to the discussion.
News websites have a similar behaviour among themselves, they are linked to several network nodes: they have a well-di�ributed number of output and input links. News websites don’t discuss frequently about the controversy, because they usually describe the fa�s in the occurrence
of �eci�c events. �e Food and Water Watch website behaves very di�erently, because it quotes the Cascade Locks case very o�en. Although a large number of sites mentioned this case for its relevance, Food and Water Watch doesn’t quote any others website, apart an output link to another organization: Democracy in A�ion (�g. 07).
On the other hand, Ne�lé websites, de�ite being deeply involved in the debate, do not
talk much about it, even though they entertain �rong links between themselves. Obviously Ne�lé got lots of incoming links, as it is quoted very o�en by other subje�s involved in the controvercy (�g.08). �is tool has been very usefull for our research proje� as it shows us the real �ru�ure of the Network and expecially the a�ors’ relations that e�ablish the shape of the net. Without Gephi we wouldn’t be able to imagine those relations ju� form the Urls corpus.
Even though its usefulness, Gephi is a tool that is very complex and has to be interpretated corre�ly: in the next pages we’ll try to show be�er what Gephi reveals us, focusing our a�ention on network main a�ors one at time, to point out every single relation they e�ablish with the others a�ors.
A�er analyzing the �eci�c situation of Cascade Locks, we wanted to emphasize the relations with other cases involved in the
"bo�led water" controversy. Starting from the cases identi�ed in our �r� semantic analysis, we have considered others U.S. cases, that we found being almo� all related to Ne�lé Waters company. Trough Google Scraper and Fineo, we’ve found that the other cases were highly cited in our corpus of URLs (�g. 13).
general level. Environmentali�s in�ead occupy a di�erent position as they are more involved in the dynamics of the various local cases. We then noticed a group of websites that �and out slightly from the other categories: the websites of online petitions: these entities do not have a real a�ive part in the di�utes, but rather serve as tools for local communities to bring up their own voice, to increase the consent, to improve a�ive participation in the problem and to
generate a return media to catch the a�ention of the whole country, even the world, on those small communities involved.
Ne�lé sites don’t mention these cities very much, almo� never, de�ite being primarily and deeply involved in the di�ute; this con�rms that the company is partially a�ive in the debate, even in relation to other places.
�e discussion seems to be carried out primarily by news sites, which report �eci�c events related to the various cases, indeed they only report what is happening in local communities, without addressing the issue on a
By using other analysis tools, like Versus and Alchemy (�g.10), we immediately noted that news websites got more links with other network a�ors, e�ecially with organizations; on the other hand, environmentali� ones are very self-referential: other network subje�s rarely quote all names and all entities that the environmentali�s mention.
Later, seeking that Cascade Locks was mentioned several times in the corpus, the hypothesis that news and organizations websites were the main subje�s, who discuss about this case, was con�rmed; moreover it was clear that Ne�lé doesn’t mention it at all.
At the same time, we tried to geo-localize the phenomenon, by manually analysing Alchemy results (�g. 11), by using Issue Geogrpher (�g.12), Google Insights for Search, to show then how it has developed in the United States over la� years, and a . It is intere�ing to observe that even if the a� takes place in the small city of Cascade Locks, it is discussed in many other places around the United States. At �r�, the di�ute �arted from Oregon, and then �read out reaching others States, such as Nord Dakota, Colorado, Idaho, California, Florida, Washington, Maine, New York, Massachuse�s, and Arizona. Indeed, many of these places were involved in other similar controversy, emerged in earlier �eps of our �udy; even though they were already closed, their “unsolved” situations keep emerging during our analysis.
Trying to map the entire controversy, from what has emerged by the analysis performed using the di�erent tools we menage to draw some �nal conclusions.
In the �r� �ep of our work, we realized that the initial obje�ives we had in charge were not very helpfull. Initially all the research analysis was based on the clash of opinions between the use of bo�led water over tap water: the discussion was based on a series of observations between those in favor of bo�led water, multinational producers such as Ne�le, Coca-Cola, etc.., and several organizations including IBWA (International Bo�led Water Association), and on the other side, those who oppose to them: organizations like EPA (Environmental Prote�ion Agency), environmentali�s, a�ivi�, etc. Generally, what emerges from the �r� entities identi�ed, was
quite predi�able. �e results obtained have con�rmed what we initially hypothesized previously. Moreover, in our �r� approach, a�er the confrontation between the two sides of the debate over bo�led water, a �r� observation was to note that the arguments again� bo�led water (pollution , co�, tran�ort, etc..), were much �ronger than the elements in its favor, and de�ite this in the la� decades bo�led water sales havenever decreased.
We wondered why, perhaps for lack of con�dence in tap water? or because the communication is very predominant in the case of bo�led water? With these que�ions, our �r� obje�ive was to identify the dynamics that could a�e� the sale. However, we realized that the approach was wrong, as we o�en gained inconclusive results that we reported back to the �arting point.
In the second phase, we tried to �nd out �ep by �ep how the di�ute developed. �erefore,
to deepen our theme, a�er several semantic analysis, and having identi�ed several case �udies, we decided to change angle and focus on a �eci�c case to see be�er and more closely the dynamics of the di�ute. In fa� the situation was so much di�erent; at �r� we thought that the problem was ju� an ethical ma�er, but a�er careful observation, we noticed that in reality, it was also environmental, political and economic.
�e �nal �ep of the analysis was made in the monitoring reports that the case of Cascade Locks had opened again� former U.S. cases, and this has led us to further con�rmation of how all these individual cases formed a network of similar discussions quoting each other, and how these, in turn, con�itute the dynamic nodes of a global network that fuel the discussion from time to time, increasing the volume of the di�ute on the sale of bo�led water around the world.
A�er that, we used Google Insight for Search to compare the volume of closed cases search in the U.S. Looking at �g. 14, we can see the trends in the volume of searches from 2004 to 2011 for each city. Looking at the peaks on the visualization, we can see how other search volumes levels will also increase when a debate turns on a closed cases. �is is furthermore a con�rmation of the fa� that all the cases, although closed, are nourishing the controversy over the time. Moreover charts trends and peaks show discontinuous �ow: this con�rms what we have said previously, namely, that are the news websites to drive and shape the discussion among the media, each time turning on the a�ention to the cases releted to the di�ute.
water, under the Pure Life brand.However the Oxbow Springs water rights are
held by ODFW (Oregon Department of Fish and Wildlife), that uses �ring water to breed their �sh hatcheries. Not being able to dire�ly purchase water rights from ODFW, Ne�lé needs Cascade Locks to buy the water rights ownership, in order to withdraw water from the city in exchange for money and jobs. Moreover this ownership exchange, have to be approved by th Oregon Government.
During the research, we found out that Ne�lé, unlike other companies, like Coca-Cola
SPECIFIC CASES IN USA
Visualization of “bo�led water sales” and “bo�ling plants impa�s ” controversy in USA since 2000. (Pdf Analysis)
CORPUS
70 Urls
CONTEXTUALIZATION
Contents from PDF documents
Ne�lé Corporation has proposed building a bo�led water facility in Cascade Locks, Oregon (Columbia Gorge National Scenic Area)(�g.05); the city is crossed by Columbia River, and enjoys a large presence of natural areas. �e company would inve� $50 million to con�ru� the facility that would bo�le �ring water from nearby Oxbow Springs and municipal water from the city of Cascade Locks. Bo�led water would then be shipped by truck to Portland for market di�ribution.
Ne�lé wants to buy the �ring water to bo�le it under the Arrowhead brand, and municipal
Dealing with the problem of “Global Warming”, and in particular the thematic of “Freshwater resources and their management”, we had the opportunity to choose any of the many world controversy reletad to water: from the climate problems caused by pollution and human intervention in the territory, �oods and sea level rising; we could deal with crises related to water management in developing countries, the political economical issues and ending up to wars based on controlling the blue “gold”.
Our goal was to maintain consi�ency with the previous research phase, where we focused on the global fresh water management. With this intention in mind, we tried to �nd a theme that was close to our everyday life, a di�ute that somehow we wereconcerned personally, we could confront with it and to which we could contribute in a concrete way. So we decided to address the subje� of debate on “bo�led water”.
�is theme, which initially may seem simple, if not trivial, presents indeed many issues that bind greater facets. Furthermore the bo�led water problem closely concerns all of us, and it is very discussed in many contexts (from worldwide organizations and multinationals to everyone’s daily life). Analysing this controvercy could
bring greater sense of re�onsibility and trigger virtuous behaviour.
Speaking of bo�led water seems easy, becuse we could ju� say that is wrong to buy something that you got for free at home, but if we take a look at the sales of bo�led water in the United States, that is one of the greater consumer of bo�led drinks together with China, we realize that the que�ion is not simple at all: in the la� decades the market of bo�led water has grown exponentially with ju� a decrease in recent years (�g. 01).As said before, we thought that the issue was simply about "bo�led water vs tap water", but digging deeper and researching further, we have discovered that it was not easy to under�and as it seemed; a�ually, in�ead of a global discussion, we �nd out that this controversy was developping in many small cities all around the world each of which present di�erent qualities.
Immediatly, as �r� �ep to realize the size of the discussion, we simply searched "bo�led water" on Google; this way we gained the �r� 100 URLs through the in�rument Harve�er, and a�er a manual validation, we got our sheer corpus of analysis.
Once obtained the corpus of the 100 mo� relevant entities. We have identi�ed the subje�s and how they were related to each others through a manual semantic analysis and with the digital tool Versus. Meanwhile we did the same analytical process for the query “tap water”.
Using Issue Geographer, a digital tool of data geo-localization that shows where involved organizations are based on a geographical map, and Google Insight for Search that compares search volume pa�erns across �eci�c parameters (regions, categories, time frames and properties), we realized that the discussion was developing mainly in the United States, Au�ralia and South Africa (�g. 02).
�anks to these tools, we noticed that the majority of the in�itutions and organizations involved in the controvercy were concentrated in the United States.
�erefore we decided to focus our research on the USA, but before that, we wondered if the former result were not a�e�ed by choosing English language for the Google queries.
Partially we was right, but analyzing the di�erent "bo�led water" pages on Wikipedia, in other languages, we realized that the English one was the only page to have an articulated debate and a page of discussion, while pages in other languages contained only summaries translated from English text (�g. 03).
Even considering the single United States country, we realized that the discussion was fed by many small �eci�c cases, and that the controvercy was not �ri�ly about “Bo�led water versus tap water”, but rather between bo�led water sales and bo�ling plants impa�s on local areas. While the problem concerning bo�led water sales is for the mo� part a ma�er of ethics, the bo�ling plants one in�ead, is more related to environmental impa�s; moreover, both these a�e�s also fuels the debate on water privatization. A�er the identi�cation of the mo� relevant cases, we choose to focus our �udy on the city of Cascade Locks, where the di�ute is �ill open and developing nowadays (�g. 04).
or PepsiCo Inc., which colle� the water to be bo�led only from municipal water supply, Ne�lé dire�ly picks up water from �rings: this indu�rial process is very debated, because it could potentially produce heavy environmental hardships in the area surrounding the bo�ling plants. It is interseting to notice that Ne�lé is one of the main bo�led water sellers in the USA; it is for this reason that during our �r� phase of the research on the "Bo�led Water" di�ute we have found so much material and many other cases releted to Ne�lé.
Looking at �g.06, we can see all the conne�ions between the a�ors, their relevance within the network, and how much they contribute to the discussion.
News websites have a similar behaviour among themselves, they are linked to several network nodes: they have a well-di�ributed number of output and input links. News websites don’t discuss frequently about the controversy, because they usually describe the fa�s in the occurrence
Cascade Locks is a city in Hood River County, Oregon. �e city is surrounded by the Columbia Gorge National Scenic
Area. Development in this area is carefu�y regulated to prote� the unique natural and scenic value of the National Scenic Areas. �e Columbia river and its tributaries sorrounding the city have been central to the region’s culture and economy. �e river is home to many �ecies os �shes.
�e population of the area was approximately 1.144 people; the city supports a relatively low proportion of jobs in town given the number of residents.Creating a diverse mix of employment opportunities is a top economic development priority for the city and Hood River County, but pro�e�s for locating new indu�ries to Cascade Locks are limited by its sma� land size and limits on expanding outside of the urban core into the National Scenic Area.
Ne�lé proposal would involve a $50 mi�ion inve�ment to con�ru� a 250,000 square feet facility in Cascade Locks.
According to Ne�lé, the plant would support 53 jobs, 48 of which would be open to the local employment pool. �e Ne�lé plant would bo�le �ring water and municipal water �om the city of Cascade Locks under its Arrowhead and Pure Life brands.
Ne�lé wi� not a�ua�y obtain water rights in the Columbia Gorge; it wi� purchase its �ring and municipal water �om the city of Cascade Locks as a commercial water cu�omer. Ne�lé wi� presumably enter into long-term contra�s with the city to purchase this water at a �eci�ed price. What that price is, and whether it wi� be su�cient to cover the opportunity co�s of the water as we� as additional expenses and co�s related to the proje� is unknown.
Oxbow Hatchery, con�ru�ed in 1913, is located approximately 1 mile ea� of Cascade Locks. �e Oregon Department
of Fish and Wildlife (ODFW) Hatchery Management Policy de�nes hatchery programs as either Harve� or Conservation programs. �e Harve� ones operate to enhance or maintain �sheries; the Conservation ones in�ead operate to maintain or increase the number of natura�y produced �sh, both without impairing natura�y reproducing populations. ODFW also aims to utilize conventional supplementation, together with a program to prevent the extin�ion of the native Red Lake Sockeye population and to ensure a high probability of population persi�ence into the future.
�e hatchery at Oxbow is used for interim egg incubation and early rearing of coho sockeye. No adult �sh are co�e�ed or �awned at Oxbow and there are no �sh released at the facility.
�e hatchery obtains its water supply �om Oxbow Springs through gravity �ow.
of �eci�c events. �e Food and Water Watch website behaves very di�erently, because it quotes the Cascade Locks case very o�en. Although a large number of sites mentioned this case for its relevance, Food and Water Watch doesn’t quote any others website, apart an output link to another organization: Democracy in A�ion (�g. 07).
On the other hand, Ne�lé websites, de�ite being deeply involved in the debate, do not
talk much about it, even though they entertain �rong links between themselves. Obviously Ne�lé got lots of incoming links, as it is quoted very o�en by other subje�s involved in the controvercy (�g.08). �is tool has been very usefull for our research proje� as it shows us the real �ru�ure of the Network and expecially the a�ors’ relations that e�ablish the shape of the net. Without Gephi we wouldn’t be able to imagine those relations ju� form the Urls corpus.
Even though its usefulness, Gephi is a tool that is very complex and has to be interpretated corre�ly: in the next pages we’ll try to show be�er what Gephi reveals us, focusing our a�ention on network main a�ors one at time, to point out every single relation they e�ablish with the others a�ors.
A�er analyzing the �eci�c situation of Cascade Locks, we wanted to emphasize the relations with other cases involved in the
"bo�led water" controversy. Starting from the cases identi�ed in our �r� semantic analysis, we have considered others U.S. cases, that we found being almo� all related to Ne�lé Waters company. Trough Google Scraper and Fineo, we’ve found that the other cases were highly cited in our corpus of URLs (�g. 13).
general level. Environmentali�s in�ead occupy a di�erent position as they are more involved in the dynamics of the various local cases. We then noticed a group of websites that �and out slightly from the other categories: the websites of online petitions: these entities do not have a real a�ive part in the di�utes, but rather serve as tools for local communities to bring up their own voice, to increase the consent, to improve a�ive participation in the problem and to
generate a return media to catch the a�ention of the whole country, even the world, on those small communities involved.
Ne�lé sites don’t mention these cities very much, almo� never, de�ite being primarily and deeply involved in the di�ute; this con�rms that the company is partially a�ive in the debate, even in relation to other places.
�e discussion seems to be carried out primarily by news sites, which report �eci�c events related to the various cases, indeed they only report what is happening in local communities, without addressing the issue on a
By using other analysis tools, like Versus and Alchemy (�g.10), we immediately noted that news websites got more links with other network a�ors, e�ecially with organizations; on the other hand, environmentali� ones are very self-referential: other network subje�s rarely quote all names and all entities that the environmentali�s mention.
Later, seeking that Cascade Locks was mentioned several times in the corpus, the hypothesis that news and organizations websites were the main subje�s, who discuss about this case, was con�rmed; moreover it was clear that Ne�lé doesn’t mention it at all.
At the same time, we tried to geo-localize the phenomenon, by manually analysing Alchemy results (�g. 11), by using Issue Geogrpher (�g.12), Google Insights for Search, to show then how it has developed in the United States over la� years, and a . It is intere�ing to observe that even if the a� takes place in the small city of Cascade Locks, it is discussed in many other places around the United States. At �r�, the di�ute �arted from Oregon, and then �read out reaching others States, such as Nord Dakota, Colorado, Idaho, California, Florida, Washington, Maine, New York, Massachuse�s, and Arizona. Indeed, many of these places were involved in other similar controversy, emerged in earlier �eps of our �udy; even though they were already closed, their “unsolved” situations keep emerging during our analysis.
Trying to map the entire controversy, from what has emerged by the analysis performed using the di�erent tools we menage to draw some �nal conclusions.
In the �r� �ep of our work, we realized that the initial obje�ives we had in charge were not very helpfull. Initially all the research analysis was based on the clash of opinions between the use of bo�led water over tap water: the discussion was based on a series of observations between those in favor of bo�led water, multinational producers such as Ne�le, Coca-Cola, etc.., and several organizations including IBWA (International Bo�led Water Association), and on the other side, those who oppose to them: organizations like EPA (Environmental Prote�ion Agency), environmentali�s, a�ivi�, etc. Generally, what emerges from the �r� entities identi�ed, was
quite predi�able. �e results obtained have con�rmed what we initially hypothesized previously. Moreover, in our �r� approach, a�er the confrontation between the two sides of the debate over bo�led water, a �r� observation was to note that the arguments again� bo�led water (pollution , co�, tran�ort, etc..), were much �ronger than the elements in its favor, and de�ite this in the la� decades bo�led water sales havenever decreased.
We wondered why, perhaps for lack of con�dence in tap water? or because the communication is very predominant in the case of bo�led water? With these que�ions, our �r� obje�ive was to identify the dynamics that could a�e� the sale. However, we realized that the approach was wrong, as we o�en gained inconclusive results that we reported back to the �arting point.
In the second phase, we tried to �nd out �ep by �ep how the di�ute developed. �erefore,
to deepen our theme, a�er several semantic analysis, and having identi�ed several case �udies, we decided to change angle and focus on a �eci�c case to see be�er and more closely the dynamics of the di�ute. In fa� the situation was so much di�erent; at �r� we thought that the problem was ju� an ethical ma�er, but a�er careful observation, we noticed that in reality, it was also environmental, political and economic.
�e �nal �ep of the analysis was made in the monitoring reports that the case of Cascade Locks had opened again� former U.S. cases, and this has led us to further con�rmation of how all these individual cases formed a network of similar discussions quoting each other, and how these, in turn, con�itute the dynamic nodes of a global network that fuel the discussion from time to time, increasing the volume of the di�ute on the sale of bo�led water around the world.
A�er that, we used Google Insight for Search to compare the volume of closed cases search in the U.S. Looking at �g. 14, we can see the trends in the volume of searches from 2004 to 2011 for each city. Looking at the peaks on the visualization, we can see how other search volumes levels will also increase when a debate turns on a closed cases. �is is furthermore a con�rmation of the fa� that all the cases, although closed, are nourishing the controversy over the time. Moreover charts trends and peaks show discontinuous �ow: this con�rms what we have said previously, namely, that are the news websites to drive and shape the discussion among the media, each time turning on the a�ention to the cases releted to the di�ute.
water, under the Pure Life brand.However the Oxbow Springs water rights are
held by ODFW (Oregon Department of Fish and Wildlife), that uses �ring water to breed their �sh hatcheries. Not being able to dire�ly purchase water rights from ODFW, Ne�lé needs Cascade Locks to buy the water rights ownership, in order to withdraw water from the city in exchange for money and jobs. Moreover this ownership exchange, have to be approved by th Oregon Government.
During the research, we found out that Ne�lé, unlike other companies, like Coca-Cola
THE CASE OF CASCADE LOCKS
Where the a�ion is taking place: main a�ors, hi�ory and context visualization.(Semantic analysis)
�ese list contains only domain pages.
h�p://action.foodandwaterwatch.orgh�p://afdportland.wordpress.comh�p://americanpowerblog.blogspot.comh�p://aquadoc.typepad.comh�p://dawnwinalski.comforcechange.comh�p://grassrootspeople.blogspot.comh�p://greengopost.comh�p://keepnestleout.wordpress.comh�p://lavidalocavore.orgh�p://list.paci�cgreens.orgh�p://news.opb.orgh�p://online.wsj.comh�p://peakwater.orgh�p://projectupdates.nestlewaterspnw.comh�p://ridenbaugh.comh�p://salsa.democracyinaction.orgh�p://stopnestlewaters.orgh�p://stopnestlewaters.orgh�p://test.kboo.fmh�p://topics.oregonlive.comh�p://willame�elive.h�p://www.afd-pdx.orgh�p://www.almostallthetruth.comh�p://www.arizonaenergy.orgh�p://www.askbiography.comh�p://www.bark-out.orgh�p://www.causes.comh�p://www.dailykos.comh�p://www.disinfo.comh�p://www.econlife.comh�p://www.environmentoregon.orgh�p://www.examiner.comh�p://www.foodandwaterwatch.orgh�p://www.naturaloregon.orgh�p://www.nestlewaterspnw.comh�p://www.northcentralpa.comh�p://www.opb.orgh�p://www.oregonbusiness.comh�p://www.oregonlive.comh�p://www.pddnet.comh�p://www.portlandonline.comh�p://www.portlandtribune.comh�p://www.returnonreputation.comh�p://www.stopcorporateabuse.orgh�p://www.taylormadewater.infoh�p://www.thealliancefordemocracy.orgh�p://www.theaustralian.com.auh�p://www.thegreensupplychain.comh�p://www.triplepundit.comh�p://www.wellingtonwaterwatchers.cah�p://www.wweek.comh�ps://www.commondreams.org
2 0 2 4
Miles
COLUMBIA RIVER
URBAN AREAS
CLARKCOUNTIES
MULTNOMAH
SKAMANIA
HOOD RIVER
KLICKITAT
WASCO
05CARSON
STEVENSON
NORTHBONNEVILLE
CASCADELOCKS
HOODRIVER
WHITE SALMON/BINGEN
MOSIERDALLESPORT
THE DALLES
COLUMBIA RIVER GORGENATIONAL SCENIC AREA
MANUAL VALIDATION
- no false links- no links with the same domain- “clean” link (only domain)
ISSUE CRAWLER
Relations between links
VISUALIZATION
Gephi graph elaboration
GEPHI
Relation between network links
News Nestlé
Environmentalist Commercial
Organization Cascade Locks
In degree
Out degreeNe�lé Corporation has proposed building a bo�led water facility in Cascade Locks, Oregon (Columbia Gorge National Scenic Area)(�g.05); the city is crossed by Columbia River, and enjoys a large presence of natural areas. �e company would inve� $50 million to con�ru� the facility that would bo�le �ring water from nearby Oxbow Springs and municipal water from the city of Cascade Locks. Bo�led water would then be shipped by truck to Portland for market di�ribution.
Ne�lé wants to buy the �ring water to bo�le it under the Arrowhead brand, and municipal
Dealing with the problem of “Global Warming”, and in particular the thematic of “Freshwater resources and their management”, we had the opportunity to choose any of the many world controversy reletad to water: from the climate problems caused by pollution and human intervention in the territory, �oods and sea level rising; we could deal with crises related to water management in developing countries, the political economical issues and ending up to wars based on controlling the blue “gold”.
Our goal was to maintain consi�ency with the previous research phase, where we focused on the global fresh water management. With this intention in mind, we tried to �nd a theme that was close to our everyday life, a di�ute that somehow we wereconcerned personally, we could confront with it and to which we could contribute in a concrete way. So we decided to address the subje� of debate on “bo�led water”.
�is theme, which initially may seem simple, if not trivial, presents indeed many issues that bind greater facets. Furthermore the bo�led water problem closely concerns all of us, and it is very discussed in many contexts (from worldwide organizations and multinationals to everyone’s daily life). Analysing this controvercy could
bring greater sense of re�onsibility and trigger virtuous behaviour.
Speaking of bo�led water seems easy, becuse we could ju� say that is wrong to buy something that you got for free at home, but if we take a look at the sales of bo�led water in the United States, that is one of the greater consumer of bo�led drinks together with China, we realize that the que�ion is not simple at all: in the la� decades the market of bo�led water has grown exponentially with ju� a decrease in recent years (�g. 01).As said before, we thought that the issue was simply about "bo�led water vs tap water", but digging deeper and researching further, we have discovered that it was not easy to under�and as it seemed; a�ually, in�ead of a global discussion, we �nd out that this controversy was developping in many small cities all around the world each of which present di�erent qualities.
Immediatly, as �r� �ep to realize the size of the discussion, we simply searched "bo�led water" on Google; this way we gained the �r� 100 URLs through the in�rument Harve�er, and a�er a manual validation, we got our sheer corpus of analysis.
Once obtained the corpus of the 100 mo� relevant entities. We have identi�ed the subje�s and how they were related to each others through a manual semantic analysis and with the digital tool Versus. Meanwhile we did the same analytical process for the query “tap water”.
Using Issue Geographer, a digital tool of data geo-localization that shows where involved organizations are based on a geographical map, and Google Insight for Search that compares search volume pa�erns across �eci�c parameters (regions, categories, time frames and properties), we realized that the discussion was developing mainly in the United States, Au�ralia and South Africa (�g. 02).
�anks to these tools, we noticed that the majority of the in�itutions and organizations involved in the controvercy were concentrated in the United States.
�erefore we decided to focus our research on the USA, but before that, we wondered if the former result were not a�e�ed by choosing English language for the Google queries.
Partially we was right, but analyzing the di�erent "bo�led water" pages on Wikipedia, in other languages, we realized that the English one was the only page to have an articulated debate and a page of discussion, while pages in other languages contained only summaries translated from English text (�g. 03).
Even considering the single United States country, we realized that the discussion was fed by many small �eci�c cases, and that the controvercy was not �ri�ly about “Bo�led water versus tap water”, but rather between bo�led water sales and bo�ling plants impa�s on local areas. While the problem concerning bo�led water sales is for the mo� part a ma�er of ethics, the bo�ling plants one in�ead, is more related to environmental impa�s; moreover, both these a�e�s also fuels the debate on water privatization. A�er the identi�cation of the mo� relevant cases, we choose to focus our �udy on the city of Cascade Locks, where the di�ute is �ill open and developing nowadays (�g. 04).
or PepsiCo Inc., which colle� the water to be bo�led only from municipal water supply, Ne�lé dire�ly picks up water from �rings: this indu�rial process is very debated, because it could potentially produce heavy environmental hardships in the area surrounding the bo�ling plants. It is interseting to notice that Ne�lé is one of the main bo�led water sellers in the USA; it is for this reason that during our �r� phase of the research on the "Bo�led Water" di�ute we have found so much material and many other cases releted to Ne�lé.
Looking at �g.06, we can see all the conne�ions between the a�ors, their relevance within the network, and how much they contribute to the discussion.
News websites have a similar behaviour among themselves, they are linked to several network nodes: they have a well-di�ributed number of output and input links. News websites don’t discuss frequently about the controversy, because they usually describe the fa�s in the occurrence
of �eci�c events. �e Food and Water Watch website behaves very di�erently, because it quotes the Cascade Locks case very o�en. Although a large number of sites mentioned this case for its relevance, Food and Water Watch doesn’t quote any others website, apart an output link to another organization: Democracy in A�ion (�g. 07).
On the other hand, Ne�lé websites, de�ite being deeply involved in the debate, do not
talk much about it, even though they entertain �rong links between themselves. Obviously Ne�lé got lots of incoming links, as it is quoted very o�en by other subje�s involved in the controvercy (�g.08). �is tool has been very usefull for our research proje� as it shows us the real �ru�ure of the Network and expecially the a�ors’ relations that e�ablish the shape of the net. Without Gephi we wouldn’t be able to imagine those relations ju� form the Urls corpus.
Even though its usefulness, Gephi is a tool that is very complex and has to be interpretated corre�ly: in the next pages we’ll try to show be�er what Gephi reveals us, focusing our a�ention on network main a�ors one at time, to point out every single relation they e�ablish with the others a�ors.
A�er analyzing the �eci�c situation of Cascade Locks, we wanted to emphasize the relations with other cases involved in the
"bo�led water" controversy. Starting from the cases identi�ed in our �r� semantic analysis, we have considered others U.S. cases, that we found being almo� all related to Ne�lé Waters company. Trough Google Scraper and Fineo, we’ve found that the other cases were highly cited in our corpus of URLs (�g. 13).
general level. Environmentali�s in�ead occupy a di�erent position as they are more involved in the dynamics of the various local cases. We then noticed a group of websites that �and out slightly from the other categories: the websites of online petitions: these entities do not have a real a�ive part in the di�utes, but rather serve as tools for local communities to bring up their own voice, to increase the consent, to improve a�ive participation in the problem and to
generate a return media to catch the a�ention of the whole country, even the world, on those small communities involved.
Ne�lé sites don’t mention these cities very much, almo� never, de�ite being primarily and deeply involved in the di�ute; this con�rms that the company is partially a�ive in the debate, even in relation to other places.
�e discussion seems to be carried out primarily by news sites, which report �eci�c events related to the various cases, indeed they only report what is happening in local communities, without addressing the issue on a
By using other analysis tools, like Versus and Alchemy (�g.10), we immediately noted that news websites got more links with other network a�ors, e�ecially with organizations; on the other hand, environmentali� ones are very self-referential: other network subje�s rarely quote all names and all entities that the environmentali�s mention.
Later, seeking that Cascade Locks was mentioned several times in the corpus, the hypothesis that news and organizations websites were the main subje�s, who discuss about this case, was con�rmed; moreover it was clear that Ne�lé doesn’t mention it at all.
At the same time, we tried to geo-localize the phenomenon, by manually analysing Alchemy results (�g. 11), by using Issue Geogrpher (�g.12), Google Insights for Search, to show then how it has developed in the United States over la� years, and a . It is intere�ing to observe that even if the a� takes place in the small city of Cascade Locks, it is discussed in many other places around the United States. At �r�, the di�ute �arted from Oregon, and then �read out reaching others States, such as Nord Dakota, Colorado, Idaho, California, Florida, Washington, Maine, New York, Massachuse�s, and Arizona. Indeed, many of these places were involved in other similar controversy, emerged in earlier �eps of our �udy; even though they were already closed, their “unsolved” situations keep emerging during our analysis.
Trying to map the entire controversy, from what has emerged by the analysis performed using the di�erent tools we menage to draw some �nal conclusions.
In the �r� �ep of our work, we realized that the initial obje�ives we had in charge were not very helpfull. Initially all the research analysis was based on the clash of opinions between the use of bo�led water over tap water: the discussion was based on a series of observations between those in favor of bo�led water, multinational producers such as Ne�le, Coca-Cola, etc.., and several organizations including IBWA (International Bo�led Water Association), and on the other side, those who oppose to them: organizations like EPA (Environmental Prote�ion Agency), environmentali�s, a�ivi�, etc. Generally, what emerges from the �r� entities identi�ed, was
quite predi�able. �e results obtained have con�rmed what we initially hypothesized previously. Moreover, in our �r� approach, a�er the confrontation between the two sides of the debate over bo�led water, a �r� observation was to note that the arguments again� bo�led water (pollution , co�, tran�ort, etc..), were much �ronger than the elements in its favor, and de�ite this in the la� decades bo�led water sales havenever decreased.
We wondered why, perhaps for lack of con�dence in tap water? or because the communication is very predominant in the case of bo�led water? With these que�ions, our �r� obje�ive was to identify the dynamics that could a�e� the sale. However, we realized that the approach was wrong, as we o�en gained inconclusive results that we reported back to the �arting point.
In the second phase, we tried to �nd out �ep by �ep how the di�ute developed. �erefore,
to deepen our theme, a�er several semantic analysis, and having identi�ed several case �udies, we decided to change angle and focus on a �eci�c case to see be�er and more closely the dynamics of the di�ute. In fa� the situation was so much di�erent; at �r� we thought that the problem was ju� an ethical ma�er, but a�er careful observation, we noticed that in reality, it was also environmental, political and economic.
�e �nal �ep of the analysis was made in the monitoring reports that the case of Cascade Locks had opened again� former U.S. cases, and this has led us to further con�rmation of how all these individual cases formed a network of similar discussions quoting each other, and how these, in turn, con�itute the dynamic nodes of a global network that fuel the discussion from time to time, increasing the volume of the di�ute on the sale of bo�led water around the world.
A�er that, we used Google Insight for Search to compare the volume of closed cases search in the U.S. Looking at �g. 14, we can see the trends in the volume of searches from 2004 to 2011 for each city. Looking at the peaks on the visualization, we can see how other search volumes levels will also increase when a debate turns on a closed cases. �is is furthermore a con�rmation of the fa� that all the cases, although closed, are nourishing the controversy over the time. Moreover charts trends and peaks show discontinuous �ow: this con�rms what we have said previously, namely, that are the news websites to drive and shape the discussion among the media, each time turning on the a�ention to the cases releted to the di�ute.
water, under the Pure Life brand.However the Oxbow Springs water rights are
held by ODFW (Oregon Department of Fish and Wildlife), that uses �ring water to breed their �sh hatcheries. Not being able to dire�ly purchase water rights from ODFW, Ne�lé needs Cascade Locks to buy the water rights ownership, in order to withdraw water from the city in exchange for money and jobs. Moreover this ownership exchange, have to be approved by th Oregon Government.
During the research, we found out that Ne�lé, unlike other companies, like Coca-Cola
06 CONNECTION NETWORK
How the URLs corpus are releated to each others.(Gephi analysis)
triplepundit.com
online.wsj.com
greengopost.com
foodandwaterwatch.org
theaustralian.com.au
thealliancefordemocracy.org
defendingwaterinmaine.org
defendingwaterincalifornia.org
afd-pdx.org
stopcorporateabuse.org
salsa.democracyinaction.org
democracyinaction.org
returnonreputation.com
portlandtribune.com
portlandonline.com
cascade-locks.or.us
nestle-watersna.com
oregonlive.com
nestlewaterspnw.com
oregon.sierraclub.org
oregonbusiness.com
opb.org
pbs.org
npr.org
stopnestlewaters.orgnorthcentralpa.comkeepnestleout.wordpress.com
naturaloregon.org
environmentoregon.org
bark-out.org
examiner.com
econlife.com
nytimes.com
disinfo.com
quantcast.com
dailykos.com
arizonaenergy.org
almostallthetruth.com
powells.com
gmpg.org
afdportland.wordpress.comtest.kboo.fm
ridenbaugh.com
projectupdates.nestlewaterspnw.com
peakwater.org/tag/greenwashing
sfgate.com
circleofblue.org
news.opb.org
lavidalocavore.org
grassrootspeople.blogspot.com
dawnwinalski.com
aquadoc.typepad.com
americanpowerblog.blogspot.com
Ne�lé Corporation has proposed building a bo�led water facility in Cascade Locks, Oregon (Columbia Gorge National Scenic Area)(�g.05); the city is crossed by Columbia River, and enjoys a large presence of natural areas. �e company would inve� $50 million to con�ru� the facility that would bo�le �ring water from nearby Oxbow Springs and municipal water from the city of Cascade Locks. Bo�led water would then be shipped by truck to Portland for market di�ribution.
Ne�lé wants to buy the �ring water to bo�le it under the Arrowhead brand, and municipal
Dealing with the problem of “Global Warming”, and in particular the thematic of “Freshwater resources and their management”, we had the opportunity to choose any of the many world controversy reletad to water: from the climate problems caused by pollution and human intervention in the territory, �oods and sea level rising; we could deal with crises related to water management in developing countries, the political economical issues and ending up to wars based on controlling the blue “gold”.
Our goal was to maintain consi�ency with the previous research phase, where we focused on the global fresh water management. With this intention in mind, we tried to �nd a theme that was close to our everyday life, a di�ute that somehow we wereconcerned personally, we could confront with it and to which we could contribute in a concrete way. So we decided to address the subje� of debate on “bo�led water”.
�is theme, which initially may seem simple, if not trivial, presents indeed many issues that bind greater facets. Furthermore the bo�led water problem closely concerns all of us, and it is very discussed in many contexts (from worldwide organizations and multinationals to everyone’s daily life). Analysing this controvercy could
bring greater sense of re�onsibility and trigger virtuous behaviour.
Speaking of bo�led water seems easy, becuse we could ju� say that is wrong to buy something that you got for free at home, but if we take a look at the sales of bo�led water in the United States, that is one of the greater consumer of bo�led drinks together with China, we realize that the que�ion is not simple at all: in the la� decades the market of bo�led water has grown exponentially with ju� a decrease in recent years (�g. 01).As said before, we thought that the issue was simply about "bo�led water vs tap water", but digging deeper and researching further, we have discovered that it was not easy to under�and as it seemed; a�ually, in�ead of a global discussion, we �nd out that this controversy was developping in many small cities all around the world each of which present di�erent qualities.
Immediatly, as �r� �ep to realize the size of the discussion, we simply searched "bo�led water" on Google; this way we gained the �r� 100 URLs through the in�rument Harve�er, and a�er a manual validation, we got our sheer corpus of analysis.
Once obtained the corpus of the 100 mo� relevant entities. We have identi�ed the subje�s and how they were related to each others through a manual semantic analysis and with the digital tool Versus. Meanwhile we did the same analytical process for the query “tap water”.
Using Issue Geographer, a digital tool of data geo-localization that shows where involved organizations are based on a geographical map, and Google Insight for Search that compares search volume pa�erns across �eci�c parameters (regions, categories, time frames and properties), we realized that the discussion was developing mainly in the United States, Au�ralia and South Africa (�g. 02).
�anks to these tools, we noticed that the majority of the in�itutions and organizations involved in the controvercy were concentrated in the United States.
�erefore we decided to focus our research on the USA, but before that, we wondered if the former result were not a�e�ed by choosing English language for the Google queries.
Partially we was right, but analyzing the di�erent "bo�led water" pages on Wikipedia, in other languages, we realized that the English one was the only page to have an articulated debate and a page of discussion, while pages in other languages contained only summaries translated from English text (�g. 03).
Even considering the single United States country, we realized that the discussion was fed by many small �eci�c cases, and that the controvercy was not �ri�ly about “Bo�led water versus tap water”, but rather between bo�led water sales and bo�ling plants impa�s on local areas. While the problem concerning bo�led water sales is for the mo� part a ma�er of ethics, the bo�ling plants one in�ead, is more related to environmental impa�s; moreover, both these a�e�s also fuels the debate on water privatization. A�er the identi�cation of the mo� relevant cases, we choose to focus our �udy on the city of Cascade Locks, where the di�ute is �ill open and developing nowadays (�g. 04).
or PepsiCo Inc., which colle� the water to be bo�led only from municipal water supply, Ne�lé dire�ly picks up water from �rings: this indu�rial process is very debated, because it could potentially produce heavy environmental hardships in the area surrounding the bo�ling plants. It is interseting to notice that Ne�lé is one of the main bo�led water sellers in the USA; it is for this reason that during our �r� phase of the research on the "Bo�led Water" di�ute we have found so much material and many other cases releted to Ne�lé.
Looking at �g.06, we can see all the conne�ions between the a�ors, their relevance within the network, and how much they contribute to the discussion.
News websites have a similar behaviour among themselves, they are linked to several network nodes: they have a well-di�ributed number of output and input links. News websites don’t discuss frequently about the controversy, because they usually describe the fa�s in the occurrence
of �eci�c events. �e Food and Water Watch website behaves very di�erently, because it quotes the Cascade Locks case very o�en. Although a large number of sites mentioned this case for its relevance, Food and Water Watch doesn’t quote any others website, apart an output link to another organization: Democracy in A�ion (�g. 07).
On the other hand, Ne�lé websites, de�ite being deeply involved in the debate, do not
talk much about it, even though they entertain �rong links between themselves. Obviously Ne�lé got lots of incoming links, as it is quoted very o�en by other subje�s involved in the controvercy (�g.08). �is tool has been very usefull for our research proje� as it shows us the real �ru�ure of the Network and expecially the a�ors’ relations that e�ablish the shape of the net. Without Gephi we wouldn’t be able to imagine those relations ju� form the Urls corpus.
Even though its usefulness, Gephi is a tool that is very complex and has to be interpretated corre�ly: in the next pages we’ll try to show be�er what Gephi reveals us, focusing our a�ention on network main a�ors one at time, to point out every single relation they e�ablish with the others a�ors.
A�er analyzing the �eci�c situation of Cascade Locks, we wanted to emphasize the relations with other cases involved in the
"bo�led water" controversy. Starting from the cases identi�ed in our �r� semantic analysis, we have considered others U.S. cases, that we found being almo� all related to Ne�lé Waters company. Trough Google Scraper and Fineo, we’ve found that the other cases were highly cited in our corpus of URLs (�g. 13).
general level. Environmentali�s in�ead occupy a di�erent position as they are more involved in the dynamics of the various local cases. We then noticed a group of websites that �and out slightly from the other categories: the websites of online petitions: these entities do not have a real a�ive part in the di�utes, but rather serve as tools for local communities to bring up their own voice, to increase the consent, to improve a�ive participation in the problem and to
generate a return media to catch the a�ention of the whole country, even the world, on those small communities involved.
Ne�lé sites don’t mention these cities very much, almo� never, de�ite being primarily and deeply involved in the di�ute; this con�rms that the company is partially a�ive in the debate, even in relation to other places.
�e discussion seems to be carried out primarily by news sites, which report �eci�c events related to the various cases, indeed they only report what is happening in local communities, without addressing the issue on a
By using other analysis tools, like Versus and Alchemy (�g.10), we immediately noted that news websites got more links with other network a�ors, e�ecially with organizations; on the other hand, environmentali� ones are very self-referential: other network subje�s rarely quote all names and all entities that the environmentali�s mention.
Later, seeking that Cascade Locks was mentioned several times in the corpus, the hypothesis that news and organizations websites were the main subje�s, who discuss about this case, was con�rmed; moreover it was clear that Ne�lé doesn’t mention it at all.
At the same time, we tried to geo-localize the phenomenon, by manually analysing Alchemy results (�g. 11), by using Issue Geogrpher (�g.12), Google Insights for Search, to show then how it has developed in the United States over la� years, and a . It is intere�ing to observe that even if the a� takes place in the small city of Cascade Locks, it is discussed in many other places around the United States. At �r�, the di�ute �arted from Oregon, and then �read out reaching others States, such as Nord Dakota, Colorado, Idaho, California, Florida, Washington, Maine, New York, Massachuse�s, and Arizona. Indeed, many of these places were involved in other similar controversy, emerged in earlier �eps of our �udy; even though they were already closed, their “unsolved” situations keep emerging during our analysis.
Trying to map the entire controversy, from what has emerged by the analysis performed using the di�erent tools we menage to draw some �nal conclusions.
In the �r� �ep of our work, we realized that the initial obje�ives we had in charge were not very helpfull. Initially all the research analysis was based on the clash of opinions between the use of bo�led water over tap water: the discussion was based on a series of observations between those in favor of bo�led water, multinational producers such as Ne�le, Coca-Cola, etc.., and several organizations including IBWA (International Bo�led Water Association), and on the other side, those who oppose to them: organizations like EPA (Environmental Prote�ion Agency), environmentali�s, a�ivi�, etc. Generally, what emerges from the �r� entities identi�ed, was
quite predi�able. �e results obtained have con�rmed what we initially hypothesized previously. Moreover, in our �r� approach, a�er the confrontation between the two sides of the debate over bo�led water, a �r� observation was to note that the arguments again� bo�led water (pollution , co�, tran�ort, etc..), were much �ronger than the elements in its favor, and de�ite this in the la� decades bo�led water sales havenever decreased.
We wondered why, perhaps for lack of con�dence in tap water? or because the communication is very predominant in the case of bo�led water? With these que�ions, our �r� obje�ive was to identify the dynamics that could a�e� the sale. However, we realized that the approach was wrong, as we o�en gained inconclusive results that we reported back to the �arting point.
In the second phase, we tried to �nd out �ep by �ep how the di�ute developed. �erefore,
to deepen our theme, a�er several semantic analysis, and having identi�ed several case �udies, we decided to change angle and focus on a �eci�c case to see be�er and more closely the dynamics of the di�ute. In fa� the situation was so much di�erent; at �r� we thought that the problem was ju� an ethical ma�er, but a�er careful observation, we noticed that in reality, it was also environmental, political and economic.
�e �nal �ep of the analysis was made in the monitoring reports that the case of Cascade Locks had opened again� former U.S. cases, and this has led us to further con�rmation of how all these individual cases formed a network of similar discussions quoting each other, and how these, in turn, con�itute the dynamic nodes of a global network that fuel the discussion from time to time, increasing the volume of the di�ute on the sale of bo�led water around the world.
A�er that, we used Google Insight for Search to compare the volume of closed cases search in the U.S. Looking at �g. 14, we can see the trends in the volume of searches from 2004 to 2011 for each city. Looking at the peaks on the visualization, we can see how other search volumes levels will also increase when a debate turns on a closed cases. �is is furthermore a con�rmation of the fa� that all the cases, although closed, are nourishing the controversy over the time. Moreover charts trends and peaks show discontinuous �ow: this con�rms what we have said previously, namely, that are the news websites to drive and shape the discussion among the media, each time turning on the a�ention to the cases releted to the di�ute.
water, under the Pure Life brand.However the Oxbow Springs water rights are
held by ODFW (Oregon Department of Fish and Wildlife), that uses �ring water to breed their �sh hatcheries. Not being able to dire�ly purchase water rights from ODFW, Ne�lé needs Cascade Locks to buy the water rights ownership, in order to withdraw water from the city in exchange for money and jobs. Moreover this ownership exchange, have to be approved by th Oregon Government.
During the research, we found out that Ne�lé, unlike other companies, like Coca-Cola
07 CONNECTION NETWORK
Visualisation focused on Food and Water Watch network.(Gephi analysis)
food
andw
ater
wat
ch.o
rg
sals
a.de
moc
racy
inac
tion.
org
afd-
pdx.
org
dem
ocra
cyin
actio
n.or
g
gmpg
.org
natu
ralo
rego
n.or
g
opb.
org
onlin
e.w
sj.c
om
aqua
doc.
type
pad.
com
riden
baug
h.co
m
daily
kos.
com
oreg
onliv
e.co
mke
epne
stle
out.w
ordp
ress
.com
bark
-out
.org
stop
nest
lew
ater
s.or
g
tripl
epun
dit.c
om
lavi
dalo
cavo
re.o
rg
stop
corp
orat
eabu
se
triplepundit.com
online.wsj.com
greengopost.com
foodandwaterwatch.org
theaustralian.com.au
thealliancefordemocracy.org
defendingwaterinmaine.org
defendingwaterincalifornia.org
afd-pdx.org
stopcorporateabuse.org
salsa.democracyinaction.org
democracyinaction.org
returnonreputation.com
portlandtribune.com
portlandonline.com
cascade-locks.or.us
nestle-watersna.com
oregonlive.com
nestlewaterspnw.com
oregon.sierraclub.org
oregonbusiness.com
opb.org
pbs.org
npr.org
stopnestlewaters.orgnorthcentralpa.comkeepnestleout.wordpress.com
naturaloregon.org
environmentoregon.org
bark-out.org
examiner.com
econlife.com
nytimes.com
disinfo.com
quantcast.com
dailykos.com
arizonaenergy.org
almostallthetruth.com
powells.com
gmpg.org
afdportland.wordpress.comtest.kboo.fm
ridenbaugh.com
projectupdates.nestlewaterspnw.com
peakwater.org/tag/greenwashing
sfgate.com
circleofblue.org
news.opb.org
lavidalocavore.org
grassrootspeople.blogspot.com
dawnwinalski.com
aquadoc.typepad.com
americanpowerblog.blogspot.com
triplepundit.com
greengopost.com
foodandwaterwatch.org
democracyinaction.org
oregonlive.com
opb.org
northcentralpa.comkeepnestleout.wordpress.com
arizonaenergy.org
test.kboo.fm
ridenbaugh.com
peakwater.org/tag/greenwashing
lavidalocavore.org
dawnwinalski.com
Ne�lé Corporation has proposed building a bo�led water facility in Cascade Locks, Oregon (Columbia Gorge National Scenic Area)(�g.05); the city is crossed by Columbia River, and enjoys a large presence of natural areas. �e company would inve� $50 million to con�ru� the facility that would bo�le �ring water from nearby Oxbow Springs and municipal water from the city of Cascade Locks. Bo�led water would then be shipped by truck to Portland for market di�ribution.
Ne�lé wants to buy the �ring water to bo�le it under the Arrowhead brand, and municipal
Dealing with the problem of “Global Warming”, and in particular the thematic of “Freshwater resources and their management”, we had the opportunity to choose any of the many world controversy reletad to water: from the climate problems caused by pollution and human intervention in the territory, �oods and sea level rising; we could deal with crises related to water management in developing countries, the political economical issues and ending up to wars based on controlling the blue “gold”.
Our goal was to maintain consi�ency with the previous research phase, where we focused on the global fresh water management. With this intention in mind, we tried to �nd a theme that was close to our everyday life, a di�ute that somehow we wereconcerned personally, we could confront with it and to which we could contribute in a concrete way. So we decided to address the subje� of debate on “bo�led water”.
�is theme, which initially may seem simple, if not trivial, presents indeed many issues that bind greater facets. Furthermore the bo�led water problem closely concerns all of us, and it is very discussed in many contexts (from worldwide organizations and multinationals to everyone’s daily life). Analysing this controvercy could
bring greater sense of re�onsibility and trigger virtuous behaviour.
Speaking of bo�led water seems easy, becuse we could ju� say that is wrong to buy something that you got for free at home, but if we take a look at the sales of bo�led water in the United States, that is one of the greater consumer of bo�led drinks together with China, we realize that the que�ion is not simple at all: in the la� decades the market of bo�led water has grown exponentially with ju� a decrease in recent years (�g. 01).As said before, we thought that the issue was simply about "bo�led water vs tap water", but digging deeper and researching further, we have discovered that it was not easy to under�and as it seemed; a�ually, in�ead of a global discussion, we �nd out that this controversy was developping in many small cities all around the world each of which present di�erent qualities.
Immediatly, as �r� �ep to realize the size of the discussion, we simply searched "bo�led water" on Google; this way we gained the �r� 100 URLs through the in�rument Harve�er, and a�er a manual validation, we got our sheer corpus of analysis.
Once obtained the corpus of the 100 mo� relevant entities. We have identi�ed the subje�s and how they were related to each others through a manual semantic analysis and with the digital tool Versus. Meanwhile we did the same analytical process for the query “tap water”.
Using Issue Geographer, a digital tool of data geo-localization that shows where involved organizations are based on a geographical map, and Google Insight for Search that compares search volume pa�erns across �eci�c parameters (regions, categories, time frames and properties), we realized that the discussion was developing mainly in the United States, Au�ralia and South Africa (�g. 02).
�anks to these tools, we noticed that the majority of the in�itutions and organizations involved in the controvercy were concentrated in the United States.
�erefore we decided to focus our research on the USA, but before that, we wondered if the former result were not a�e�ed by choosing English language for the Google queries.
Partially we was right, but analyzing the di�erent "bo�led water" pages on Wikipedia, in other languages, we realized that the English one was the only page to have an articulated debate and a page of discussion, while pages in other languages contained only summaries translated from English text (�g. 03).
Even considering the single United States country, we realized that the discussion was fed by many small �eci�c cases, and that the controvercy was not �ri�ly about “Bo�led water versus tap water”, but rather between bo�led water sales and bo�ling plants impa�s on local areas. While the problem concerning bo�led water sales is for the mo� part a ma�er of ethics, the bo�ling plants one in�ead, is more related to environmental impa�s; moreover, both these a�e�s also fuels the debate on water privatization. A�er the identi�cation of the mo� relevant cases, we choose to focus our �udy on the city of Cascade Locks, where the di�ute is �ill open and developing nowadays (�g. 04).
or PepsiCo Inc., which colle� the water to be bo�led only from municipal water supply, Ne�lé dire�ly picks up water from �rings: this indu�rial process is very debated, because it could potentially produce heavy environmental hardships in the area surrounding the bo�ling plants. It is interseting to notice that Ne�lé is one of the main bo�led water sellers in the USA; it is for this reason that during our �r� phase of the research on the "Bo�led Water" di�ute we have found so much material and many other cases releted to Ne�lé.
Looking at �g.06, we can see all the conne�ions between the a�ors, their relevance within the network, and how much they contribute to the discussion.
News websites have a similar behaviour among themselves, they are linked to several network nodes: they have a well-di�ributed number of output and input links. News websites don’t discuss frequently about the controversy, because they usually describe the fa�s in the occurrence
of �eci�c events. �e Food and Water Watch website behaves very di�erently, because it quotes the Cascade Locks case very o�en. Although a large number of sites mentioned this case for its relevance, Food and Water Watch doesn’t quote any others website, apart an output link to another organization: Democracy in A�ion (�g. 07).
On the other hand, Ne�lé websites, de�ite being deeply involved in the debate, do not
talk much about it, even though they entertain �rong links between themselves. Obviously Ne�lé got lots of incoming links, as it is quoted very o�en by other subje�s involved in the controvercy (�g.08). �is tool has been very usefull for our research proje� as it shows us the real �ru�ure of the Network and expecially the a�ors’ relations that e�ablish the shape of the net. Without Gephi we wouldn’t be able to imagine those relations ju� form the Urls corpus.
Even though its usefulness, Gephi is a tool that is very complex and has to be interpretated corre�ly: in the next pages we’ll try to show be�er what Gephi reveals us, focusing our a�ention on network main a�ors one at time, to point out every single relation they e�ablish with the others a�ors.
A�er analyzing the �eci�c situation of Cascade Locks, we wanted to emphasize the relations with other cases involved in the
"bo�led water" controversy. Starting from the cases identi�ed in our �r� semantic analysis, we have considered others U.S. cases, that we found being almo� all related to Ne�lé Waters company. Trough Google Scraper and Fineo, we’ve found that the other cases were highly cited in our corpus of URLs (�g. 13).
general level. Environmentali�s in�ead occupy a di�erent position as they are more involved in the dynamics of the various local cases. We then noticed a group of websites that �and out slightly from the other categories: the websites of online petitions: these entities do not have a real a�ive part in the di�utes, but rather serve as tools for local communities to bring up their own voice, to increase the consent, to improve a�ive participation in the problem and to
generate a return media to catch the a�ention of the whole country, even the world, on those small communities involved.
Ne�lé sites don’t mention these cities very much, almo� never, de�ite being primarily and deeply involved in the di�ute; this con�rms that the company is partially a�ive in the debate, even in relation to other places.
�e discussion seems to be carried out primarily by news sites, which report �eci�c events related to the various cases, indeed they only report what is happening in local communities, without addressing the issue on a
By using other analysis tools, like Versus and Alchemy (�g.10), we immediately noted that news websites got more links with other network a�ors, e�ecially with organizations; on the other hand, environmentali� ones are very self-referential: other network subje�s rarely quote all names and all entities that the environmentali�s mention.
Later, seeking that Cascade Locks was mentioned several times in the corpus, the hypothesis that news and organizations websites were the main subje�s, who discuss about this case, was con�rmed; moreover it was clear that Ne�lé doesn’t mention it at all.
At the same time, we tried to geo-localize the phenomenon, by manually analysing Alchemy results (�g. 11), by using Issue Geogrpher (�g.12), Google Insights for Search, to show then how it has developed in the United States over la� years, and a . It is intere�ing to observe that even if the a� takes place in the small city of Cascade Locks, it is discussed in many other places around the United States. At �r�, the di�ute �arted from Oregon, and then �read out reaching others States, such as Nord Dakota, Colorado, Idaho, California, Florida, Washington, Maine, New York, Massachuse�s, and Arizona. Indeed, many of these places were involved in other similar controversy, emerged in earlier �eps of our �udy; even though they were already closed, their “unsolved” situations keep emerging during our analysis.
Trying to map the entire controversy, from what has emerged by the analysis performed using the di�erent tools we menage to draw some �nal conclusions.
In the �r� �ep of our work, we realized that the initial obje�ives we had in charge were not very helpfull. Initially all the research analysis was based on the clash of opinions between the use of bo�led water over tap water: the discussion was based on a series of observations between those in favor of bo�led water, multinational producers such as Ne�le, Coca-Cola, etc.., and several organizations including IBWA (International Bo�led Water Association), and on the other side, those who oppose to them: organizations like EPA (Environmental Prote�ion Agency), environmentali�s, a�ivi�, etc. Generally, what emerges from the �r� entities identi�ed, was
quite predi�able. �e results obtained have con�rmed what we initially hypothesized previously. Moreover, in our �r� approach, a�er the confrontation between the two sides of the debate over bo�led water, a �r� observation was to note that the arguments again� bo�led water (pollution , co�, tran�ort, etc..), were much �ronger than the elements in its favor, and de�ite this in the la� decades bo�led water sales havenever decreased.
We wondered why, perhaps for lack of con�dence in tap water? or because the communication is very predominant in the case of bo�led water? With these que�ions, our �r� obje�ive was to identify the dynamics that could a�e� the sale. However, we realized that the approach was wrong, as we o�en gained inconclusive results that we reported back to the �arting point.
In the second phase, we tried to �nd out �ep by �ep how the di�ute developed. �erefore,
to deepen our theme, a�er several semantic analysis, and having identi�ed several case �udies, we decided to change angle and focus on a �eci�c case to see be�er and more closely the dynamics of the di�ute. In fa� the situation was so much di�erent; at �r� we thought that the problem was ju� an ethical ma�er, but a�er careful observation, we noticed that in reality, it was also environmental, political and economic.
�e �nal �ep of the analysis was made in the monitoring reports that the case of Cascade Locks had opened again� former U.S. cases, and this has led us to further con�rmation of how all these individual cases formed a network of similar discussions quoting each other, and how these, in turn, con�itute the dynamic nodes of a global network that fuel the discussion from time to time, increasing the volume of the di�ute on the sale of bo�led water around the world.
A�er that, we used Google Insight for Search to compare the volume of closed cases search in the U.S. Looking at �g. 14, we can see the trends in the volume of searches from 2004 to 2011 for each city. Looking at the peaks on the visualization, we can see how other search volumes levels will also increase when a debate turns on a closed cases. �is is furthermore a con�rmation of the fa� that all the cases, although closed, are nourishing the controversy over the time. Moreover charts trends and peaks show discontinuous �ow: this con�rms what we have said previously, namely, that are the news websites to drive and shape the discussion among the media, each time turning on the a�ention to the cases releted to the di�ute.
water, under the Pure Life brand.However the Oxbow Springs water rights are
held by ODFW (Oregon Department of Fish and Wildlife), that uses �ring water to breed their �sh hatcheries. Not being able to dire�ly purchase water rights from ODFW, Ne�lé needs Cascade Locks to buy the water rights ownership, in order to withdraw water from the city in exchange for money and jobs. Moreover this ownership exchange, have to be approved by th Oregon Government.
During the research, we found out that Ne�lé, unlike other companies, like Coca-Cola
08 CONNECTION NETWORK
Visualisation focused on Ne�lé network.(Gephi analysis)
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triplepundit.com
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greengopost.com
foodandwaterwatch.org
theaustralian.com.au
thealliancefordemocracy.org
defendingwaterinmaine.org
defendingwaterincalifornia.org
afd-pdx.org
stopcorporateabuse.org
salsa.democracyinaction.org
democracyinaction.org
returnonreputation.com
portlandtribune.com
portlandonline.com
cascade-locks.or.us
nestle-watersna.com
oregonlive.com
nestlewaterspnw.com
oregon.sierraclub.org
oregonbusiness.com
opb.org
pbs.org
npr.org
stopnestlewaters.orgnorthcentralpa.comkeepnestleout.wordpress.com
naturaloregon.org
environmentoregon.org
bark-out.org
examiner.com
econlife.com
nytimes.com
disinfo.com
quantcast.com
dailykos.com
arizonaenergy.org
almostallthetruth.com
powells.com
gmpg.org
afdportland.wordpress.comtest.kboo.fm
ridenbaugh.com
projectupdates.nestlewaterspnw.com
peakwater.org/tag/greenwashing
sfgate.com
circleofblue.org
news.opb.org
lavidalocavore.org
grassrootspeople.blogspot.com
dawnwinalski.com
aquadoc.typepad.com
americanpowerblog.blogspot.com
portlandonline.com nestle-watersna.com
oregonlive.com
nestlewaterspnw.com
opb.org
examiner.com
econlife.com
afdportland.wordpress.comtest.kboo.fm
ridenbaugh.com
projectupdates.nestlewaterspnw.com
grassrootspeople.blogspot.com
Ne�lé Corporation has proposed building a bo�led water facility in Cascade Locks, Oregon (Columbia Gorge National Scenic Area)(�g.05); the city is crossed by Columbia River, and enjoys a large presence of natural areas. �e company would inve� $50 million to con�ru� the facility that would bo�le �ring water from nearby Oxbow Springs and municipal water from the city of Cascade Locks. Bo�led water would then be shipped by truck to Portland for market di�ribution.
Ne�lé wants to buy the �ring water to bo�le it under the Arrowhead brand, and municipal
Dealing with the problem of “Global Warming”, and in particular the thematic of “Freshwater resources and their management”, we had the opportunity to choose any of the many world controversy reletad to water: from the climate problems caused by pollution and human intervention in the territory, �oods and sea level rising; we could deal with crises related to water management in developing countries, the political economical issues and ending up to wars based on controlling the blue “gold”.
Our goal was to maintain consi�ency with the previous research phase, where we focused on the global fresh water management. With this intention in mind, we tried to �nd a theme that was close to our everyday life, a di�ute that somehow we wereconcerned personally, we could confront with it and to which we could contribute in a concrete way. So we decided to address the subje� of debate on “bo�led water”.
�is theme, which initially may seem simple, if not trivial, presents indeed many issues that bind greater facets. Furthermore the bo�led water problem closely concerns all of us, and it is very discussed in many contexts (from worldwide organizations and multinationals to everyone’s daily life). Analysing this controvercy could
bring greater sense of re�onsibility and trigger virtuous behaviour.
Speaking of bo�led water seems easy, becuse we could ju� say that is wrong to buy something that you got for free at home, but if we take a look at the sales of bo�led water in the United States, that is one of the greater consumer of bo�led drinks together with China, we realize that the que�ion is not simple at all: in the la� decades the market of bo�led water has grown exponentially with ju� a decrease in recent years (�g. 01).As said before, we thought that the issue was simply about "bo�led water vs tap water", but digging deeper and researching further, we have discovered that it was not easy to under�and as it seemed; a�ually, in�ead of a global discussion, we �nd out that this controversy was developping in many small cities all around the world each of which present di�erent qualities.
Immediatly, as �r� �ep to realize the size of the discussion, we simply searched "bo�led water" on Google; this way we gained the �r� 100 URLs through the in�rument Harve�er, and a�er a manual validation, we got our sheer corpus of analysis.
Once obtained the corpus of the 100 mo� relevant entities. We have identi�ed the subje�s and how they were related to each others through a manual semantic analysis and with the digital tool Versus. Meanwhile we did the same analytical process for the query “tap water”.
Using Issue Geographer, a digital tool of data geo-localization that shows where involved organizations are based on a geographical map, and Google Insight for Search that compares search volume pa�erns across �eci�c parameters (regions, categories, time frames and properties), we realized that the discussion was developing mainly in the United States, Au�ralia and South Africa (�g. 02).
�anks to these tools, we noticed that the majority of the in�itutions and organizations involved in the controvercy were concentrated in the United States.
�erefore we decided to focus our research on the USA, but before that, we wondered if the former result were not a�e�ed by choosing English language for the Google queries.
Partially we was right, but analyzing the di�erent "bo�led water" pages on Wikipedia, in other languages, we realized that the English one was the only page to have an articulated debate and a page of discussion, while pages in other languages contained only summaries translated from English text (�g. 03).
Even considering the single United States country, we realized that the discussion was fed by many small �eci�c cases, and that the controvercy was not �ri�ly about “Bo�led water versus tap water”, but rather between bo�led water sales and bo�ling plants impa�s on local areas. While the problem concerning bo�led water sales is for the mo� part a ma�er of ethics, the bo�ling plants one in�ead, is more related to environmental impa�s; moreover, both these a�e�s also fuels the debate on water privatization. A�er the identi�cation of the mo� relevant cases, we choose to focus our �udy on the city of Cascade Locks, where the di�ute is �ill open and developing nowadays (�g. 04).
or PepsiCo Inc., which colle� the water to be bo�led only from municipal water supply, Ne�lé dire�ly picks up water from �rings: this indu�rial process is very debated, because it could potentially produce heavy environmental hardships in the area surrounding the bo�ling plants. It is interseting to notice that Ne�lé is one of the main bo�led water sellers in the USA; it is for this reason that during our �r� phase of the research on the "Bo�led Water" di�ute we have found so much material and many other cases releted to Ne�lé.
Looking at �g.06, we can see all the conne�ions between the a�ors, their relevance within the network, and how much they contribute to the discussion.
News websites have a similar behaviour among themselves, they are linked to several network nodes: they have a well-di�ributed number of output and input links. News websites don’t discuss frequently about the controversy, because they usually describe the fa�s in the occurrence
of �eci�c events. �e Food and Water Watch website behaves very di�erently, because it quotes the Cascade Locks case very o�en. Although a large number of sites mentioned this case for its relevance, Food and Water Watch doesn’t quote any others website, apart an output link to another organization: Democracy in A�ion (�g. 07).
On the other hand, Ne�lé websites, de�ite being deeply involved in the debate, do not
talk much about it, even though they entertain �rong links between themselves. Obviously Ne�lé got lots of incoming links, as it is quoted very o�en by other subje�s involved in the controvercy (�g.08). �is tool has been very usefull for our research proje� as it shows us the real �ru�ure of the Network and expecially the a�ors’ relations that e�ablish the shape of the net. Without Gephi we wouldn’t be able to imagine those relations ju� form the Urls corpus.
Even though its usefulness, Gephi is a tool that is very complex and has to be interpretated corre�ly: in the next pages we’ll try to show be�er what Gephi reveals us, focusing our a�ention on network main a�ors one at time, to point out every single relation they e�ablish with the others a�ors.
A�er analyzing the �eci�c situation of Cascade Locks, we wanted to emphasize the relations with other cases involved in the
"bo�led water" controversy. Starting from the cases identi�ed in our �r� semantic analysis, we have considered others U.S. cases, that we found being almo� all related to Ne�lé Waters company. Trough Google Scraper and Fineo, we’ve found that the other cases were highly cited in our corpus of URLs (�g. 13).
general level. Environmentali�s in�ead occupy a di�erent position as they are more involved in the dynamics of the various local cases. We then noticed a group of websites that �and out slightly from the other categories: the websites of online petitions: these entities do not have a real a�ive part in the di�utes, but rather serve as tools for local communities to bring up their own voice, to increase the consent, to improve a�ive participation in the problem and to
generate a return media to catch the a�ention of the whole country, even the world, on those small communities involved.
Ne�lé sites don’t mention these cities very much, almo� never, de�ite being primarily and deeply involved in the di�ute; this con�rms that the company is partially a�ive in the debate, even in relation to other places.
�e discussion seems to be carried out primarily by news sites, which report �eci�c events related to the various cases, indeed they only report what is happening in local communities, without addressing the issue on a
By using other analysis tools, like Versus and Alchemy (�g.10), we immediately noted that news websites got more links with other network a�ors, e�ecially with organizations; on the other hand, environmentali� ones are very self-referential: other network subje�s rarely quote all names and all entities that the environmentali�s mention.
Later, seeking that Cascade Locks was mentioned several times in the corpus, the hypothesis that news and organizations websites were the main subje�s, who discuss about this case, was con�rmed; moreover it was clear that Ne�lé doesn’t mention it at all.
At the same time, we tried to geo-localize the phenomenon, by manually analysing Alchemy results (�g. 11), by using Issue Geogrpher (�g.12), Google Insights for Search, to show then how it has developed in the United States over la� years, and a . It is intere�ing to observe that even if the a� takes place in the small city of Cascade Locks, it is discussed in many other places around the United States. At �r�, the di�ute �arted from Oregon, and then �read out reaching others States, such as Nord Dakota, Colorado, Idaho, California, Florida, Washington, Maine, New York, Massachuse�s, and Arizona. Indeed, many of these places were involved in other similar controversy, emerged in earlier �eps of our �udy; even though they were already closed, their “unsolved” situations keep emerging during our analysis.
Trying to map the entire controversy, from what has emerged by the analysis performed using the di�erent tools we menage to draw some �nal conclusions.
In the �r� �ep of our work, we realized that the initial obje�ives we had in charge were not very helpfull. Initially all the research analysis was based on the clash of opinions between the use of bo�led water over tap water: the discussion was based on a series of observations between those in favor of bo�led water, multinational producers such as Ne�le, Coca-Cola, etc.., and several organizations including IBWA (International Bo�led Water Association), and on the other side, those who oppose to them: organizations like EPA (Environmental Prote�ion Agency), environmentali�s, a�ivi�, etc. Generally, what emerges from the �r� entities identi�ed, was
quite predi�able. �e results obtained have con�rmed what we initially hypothesized previously. Moreover, in our �r� approach, a�er the confrontation between the two sides of the debate over bo�led water, a �r� observation was to note that the arguments again� bo�led water (pollution , co�, tran�ort, etc..), were much �ronger than the elements in its favor, and de�ite this in the la� decades bo�led water sales havenever decreased.
We wondered why, perhaps for lack of con�dence in tap water? or because the communication is very predominant in the case of bo�led water? With these que�ions, our �r� obje�ive was to identify the dynamics that could a�e� the sale. However, we realized that the approach was wrong, as we o�en gained inconclusive results that we reported back to the �arting point.
In the second phase, we tried to �nd out �ep by �ep how the di�ute developed. �erefore,
to deepen our theme, a�er several semantic analysis, and having identi�ed several case �udies, we decided to change angle and focus on a �eci�c case to see be�er and more closely the dynamics of the di�ute. In fa� the situation was so much di�erent; at �r� we thought that the problem was ju� an ethical ma�er, but a�er careful observation, we noticed that in reality, it was also environmental, political and economic.
�e �nal �ep of the analysis was made in the monitoring reports that the case of Cascade Locks had opened again� former U.S. cases, and this has led us to further con�rmation of how all these individual cases formed a network of similar discussions quoting each other, and how these, in turn, con�itute the dynamic nodes of a global network that fuel the discussion from time to time, increasing the volume of the di�ute on the sale of bo�led water around the world.
A�er that, we used Google Insight for Search to compare the volume of closed cases search in the U.S. Looking at �g. 14, we can see the trends in the volume of searches from 2004 to 2011 for each city. Looking at the peaks on the visualization, we can see how other search volumes levels will also increase when a debate turns on a closed cases. �is is furthermore a con�rmation of the fa� that all the cases, although closed, are nourishing the controversy over the time. Moreover charts trends and peaks show discontinuous �ow: this con�rms what we have said previously, namely, that are the news websites to drive and shape the discussion among the media, each time turning on the a�ention to the cases releted to the di�ute.
water, under the Pure Life brand.However the Oxbow Springs water rights are
held by ODFW (Oregon Department of Fish and Wildlife), that uses �ring water to breed their �sh hatcheries. Not being able to dire�ly purchase water rights from ODFW, Ne�lé needs Cascade Locks to buy the water rights ownership, in order to withdraw water from the city in exchange for money and jobs. Moreover this ownership exchange, have to be approved by th Oregon Government.
During the research, we found out that Ne�lé, unlike other companies, like Coca-Cola
09 CONNECTION NETWORK
Visualisation focused on Environmentali�s’ network.(Gephi analysis)
pow
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disi
nfo.
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casc
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lock
s.or
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new
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exam
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thea
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blue
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econ
life.
com
alm
osta
llthe
truth
.com
amer
ican
pow
erbl
og.b
logs
pot.c
om
triplepundit.com
online.wsj.com
greengopost.com
foodandwaterwatch.org
theaustralian.com.au
thealliancefordemocracy.org
defendingwaterinmaine.org
defendingwaterincalifornia.org
afd-pdx.org
stopcorporateabuse.org
salsa.democracyinaction.org
democracyinaction.org
returnonreputation.com
portlandtribune.com
portlandonline.com
cascade-locks.or.us
nestle-watersna.com
oregonlive.com
nestlewaterspnw.com
oregon.sierraclub.org
oregonbusiness.com
opb.org
pbs.org
npr.org
stopnestlewaters.orgnorthcentralpa.comkeepnestleout.wordpress.com
naturaloregon.org
environmentoregon.org
bark-out.org
examiner.com
econlife.com
nytimes.com
disinfo.com
quantcast.com
dailykos.com
arizonaenergy.org
almostallthetruth.com
powells.com
gmpg.org
afdportland.wordpress.comtest.kboo.fm
ridenbaugh.com
projectupdates.nestlewaterspnw.com
peakwater.org/tag/greenwashing
sfgate.com
circleofblue.org
news.opb.org
lavidalocavore.org
grassrootspeople.blogspot.com
dawnwinalski.com
aquadoc.typepad.com
americanpowerblog.blogspot.com
online.wsj.com
foodandwaterwatch.org
portlandtribune.com
oregonlive.com
oregon.sierraclub.org opb.org
stopnestlewaters.orgnorthcentralpa.comkeepnestleout.wordpress.com
naturaloregon.org
bark-out.org
gmpg.org
news.opb.org
INSIGHT FOR SEARCH
Query geo-localization
VERSUS
Main actors identi�cation
ISSUE GEOGRAPHER
Server geo-localization
ALCHEMY
Semanthic analysis
VISUALIZATION
Tag cloud
NORTH DAKOTAWASHINGTON
OREGON
CALIFORNIA
ARIZONA
NEW YORK
KENTUCKY
MISSISSIPPI
MAINEIDAHO
MICHIGAN
FLORIDA
MASSACHUSETTS
10
Ne�lé Corporation has proposed building a bo�led water facility in Cascade Locks, Oregon (Columbia Gorge National Scenic Area)(�g.05); the city is crossed by Columbia River, and enjoys a large presence of natural areas. �e company would inve� $50 million to con�ru� the facility that would bo�le �ring water from nearby Oxbow Springs and municipal water from the city of Cascade Locks. Bo�led water would then be shipped by truck to Portland for market di�ribution.
Ne�lé wants to buy the �ring water to bo�le it under the Arrowhead brand, and municipal
Dealing with the problem of “Global Warming”, and in particular the thematic of “Freshwater resources and their management”, we had the opportunity to choose any of the many world controversy reletad to water: from the climate problems caused by pollution and human intervention in the territory, �oods and sea level rising; we could deal with crises related to water management in developing countries, the political economical issues and ending up to wars based on controlling the blue “gold”.
Our goal was to maintain consi�ency with the previous research phase, where we focused on the global fresh water management. With this intention in mind, we tried to �nd a theme that was close to our everyday life, a di�ute that somehow we wereconcerned personally, we could confront with it and to which we could contribute in a concrete way. So we decided to address the subje� of debate on “bo�led water”.
�is theme, which initially may seem simple, if not trivial, presents indeed many issues that bind greater facets. Furthermore the bo�led water problem closely concerns all of us, and it is very discussed in many contexts (from worldwide organizations and multinationals to everyone’s daily life). Analysing this controvercy could
bring greater sense of re�onsibility and trigger virtuous behaviour.
Speaking of bo�led water seems easy, becuse we could ju� say that is wrong to buy something that you got for free at home, but if we take a look at the sales of bo�led water in the United States, that is one of the greater consumer of bo�led drinks together with China, we realize that the que�ion is not simple at all: in the la� decades the market of bo�led water has grown exponentially with ju� a decrease in recent years (�g. 01).As said before, we thought that the issue was simply about "bo�led water vs tap water", but digging deeper and researching further, we have discovered that it was not easy to under�and as it seemed; a�ually, in�ead of a global discussion, we �nd out that this controversy was developping in many small cities all around the world each of which present di�erent qualities.
Immediatly, as �r� �ep to realize the size of the discussion, we simply searched "bo�led water" on Google; this way we gained the �r� 100 URLs through the in�rument Harve�er, and a�er a manual validation, we got our sheer corpus of analysis.
Once obtained the corpus of the 100 mo� relevant entities. We have identi�ed the subje�s and how they were related to each others through a manual semantic analysis and with the digital tool Versus. Meanwhile we did the same analytical process for the query “tap water”.
Using Issue Geographer, a digital tool of data geo-localization that shows where involved organizations are based on a geographical map, and Google Insight for Search that compares search volume pa�erns across �eci�c parameters (regions, categories, time frames and properties), we realized that the discussion was developing mainly in the United States, Au�ralia and South Africa (�g. 02).
�anks to these tools, we noticed that the majority of the in�itutions and organizations involved in the controvercy were concentrated in the United States.
�erefore we decided to focus our research on the USA, but before that, we wondered if the former result were not a�e�ed by choosing English language for the Google queries.
Partially we was right, but analyzing the di�erent "bo�led water" pages on Wikipedia, in other languages, we realized that the English one was the only page to have an articulated debate and a page of discussion, while pages in other languages contained only summaries translated from English text (�g. 03).
Even considering the single United States country, we realized that the discussion was fed by many small �eci�c cases, and that the controvercy was not �ri�ly about “Bo�led water versus tap water”, but rather between bo�led water sales and bo�ling plants impa�s on local areas. While the problem concerning bo�led water sales is for the mo� part a ma�er of ethics, the bo�ling plants one in�ead, is more related to environmental impa�s; moreover, both these a�e�s also fuels the debate on water privatization. A�er the identi�cation of the mo� relevant cases, we choose to focus our �udy on the city of Cascade Locks, where the di�ute is �ill open and developing nowadays (�g. 04).
or PepsiCo Inc., which colle� the water to be bo�led only from municipal water supply, Ne�lé dire�ly picks up water from �rings: this indu�rial process is very debated, because it could potentially produce heavy environmental hardships in the area surrounding the bo�ling plants. It is interseting to notice that Ne�lé is one of the main bo�led water sellers in the USA; it is for this reason that during our �r� phase of the research on the "Bo�led Water" di�ute we have found so much material and many other cases releted to Ne�lé.
Looking at �g.06, we can see all the conne�ions between the a�ors, their relevance within the network, and how much they contribute to the discussion.
News websites have a similar behaviour among themselves, they are linked to several network nodes: they have a well-di�ributed number of output and input links. News websites don’t discuss frequently about the controversy, because they usually describe the fa�s in the occurrence
of �eci�c events. �e Food and Water Watch website behaves very di�erently, because it quotes the Cascade Locks case very o�en. Although a large number of sites mentioned this case for its relevance, Food and Water Watch doesn’t quote any others website, apart an output link to another organization: Democracy in A�ion (�g. 07).
On the other hand, Ne�lé websites, de�ite being deeply involved in the debate, do not
talk much about it, even though they entertain �rong links between themselves. Obviously Ne�lé got lots of incoming links, as it is quoted very o�en by other subje�s involved in the controvercy (�g.08). �is tool has been very usefull for our research proje� as it shows us the real �ru�ure of the Network and expecially the a�ors’ relations that e�ablish the shape of the net. Without Gephi we wouldn’t be able to imagine those relations ju� form the Urls corpus.
Even though its usefulness, Gephi is a tool that is very complex and has to be interpretated corre�ly: in the next pages we’ll try to show be�er what Gephi reveals us, focusing our a�ention on network main a�ors one at time, to point out every single relation they e�ablish with the others a�ors.
A�er analyzing the �eci�c situation of Cascade Locks, we wanted to emphasize the relations with other cases involved in the
"bo�led water" controversy. Starting from the cases identi�ed in our �r� semantic analysis, we have considered others U.S. cases, that we found being almo� all related to Ne�lé Waters company. Trough Google Scraper and Fineo, we’ve found that the other cases were highly cited in our corpus of URLs (�g. 13).
general level. Environmentali�s in�ead occupy a di�erent position as they are more involved in the dynamics of the various local cases. We then noticed a group of websites that �and out slightly from the other categories: the websites of online petitions: these entities do not have a real a�ive part in the di�utes, but rather serve as tools for local communities to bring up their own voice, to increase the consent, to improve a�ive participation in the problem and to
generate a return media to catch the a�ention of the whole country, even the world, on those small communities involved.
Ne�lé sites don’t mention these cities very much, almo� never, de�ite being primarily and deeply involved in the di�ute; this con�rms that the company is partially a�ive in the debate, even in relation to other places.
�e discussion seems to be carried out primarily by news sites, which report �eci�c events related to the various cases, indeed they only report what is happening in local communities, without addressing the issue on a
By using other analysis tools, like Versus and Alchemy (�g.10), we immediately noted that news websites got more links with other network a�ors, e�ecially with organizations; on the other hand, environmentali� ones are very self-referential: other network subje�s rarely quote all names and all entities that the environmentali�s mention.
Later, seeking that Cascade Locks was mentioned several times in the corpus, the hypothesis that news and organizations websites were the main subje�s, who discuss about this case, was con�rmed; moreover it was clear that Ne�lé doesn’t mention it at all.
At the same time, we tried to geo-localize the phenomenon, by manually analysing Alchemy results (�g. 11), by using Issue Geogrpher (�g.12), Google Insights for Search, to show then how it has developed in the United States over la� years, and a . It is intere�ing to observe that even if the a� takes place in the small city of Cascade Locks, it is discussed in many other places around the United States. At �r�, the di�ute �arted from Oregon, and then �read out reaching others States, such as Nord Dakota, Colorado, Idaho, California, Florida, Washington, Maine, New York, Massachuse�s, and Arizona. Indeed, many of these places were involved in other similar controversy, emerged in earlier �eps of our �udy; even though they were already closed, their “unsolved” situations keep emerging during our analysis.
Trying to map the entire controversy, from what has emerged by the analysis performed using the di�erent tools we menage to draw some �nal conclusions.
In the �r� �ep of our work, we realized that the initial obje�ives we had in charge were not very helpfull. Initially all the research analysis was based on the clash of opinions between the use of bo�led water over tap water: the discussion was based on a series of observations between those in favor of bo�led water, multinational producers such as Ne�le, Coca-Cola, etc.., and several organizations including IBWA (International Bo�led Water Association), and on the other side, those who oppose to them: organizations like EPA (Environmental Prote�ion Agency), environmentali�s, a�ivi�, etc. Generally, what emerges from the �r� entities identi�ed, was
quite predi�able. �e results obtained have con�rmed what we initially hypothesized previously. Moreover, in our �r� approach, a�er the confrontation between the two sides of the debate over bo�led water, a �r� observation was to note that the arguments again� bo�led water (pollution , co�, tran�ort, etc..), were much �ronger than the elements in its favor, and de�ite this in the la� decades bo�led water sales havenever decreased.
We wondered why, perhaps for lack of con�dence in tap water? or because the communication is very predominant in the case of bo�led water? With these que�ions, our �r� obje�ive was to identify the dynamics that could a�e� the sale. However, we realized that the approach was wrong, as we o�en gained inconclusive results that we reported back to the �arting point.
In the second phase, we tried to �nd out �ep by �ep how the di�ute developed. �erefore,
to deepen our theme, a�er several semantic analysis, and having identi�ed several case �udies, we decided to change angle and focus on a �eci�c case to see be�er and more closely the dynamics of the di�ute. In fa� the situation was so much di�erent; at �r� we thought that the problem was ju� an ethical ma�er, but a�er careful observation, we noticed that in reality, it was also environmental, political and economic.
�e �nal �ep of the analysis was made in the monitoring reports that the case of Cascade Locks had opened again� former U.S. cases, and this has led us to further con�rmation of how all these individual cases formed a network of similar discussions quoting each other, and how these, in turn, con�itute the dynamic nodes of a global network that fuel the discussion from time to time, increasing the volume of the di�ute on the sale of bo�led water around the world.
A�er that, we used Google Insight for Search to compare the volume of closed cases search in the U.S. Looking at �g. 14, we can see the trends in the volume of searches from 2004 to 2011 for each city. Looking at the peaks on the visualization, we can see how other search volumes levels will also increase when a debate turns on a closed cases. �is is furthermore a con�rmation of the fa� that all the cases, although closed, are nourishing the controversy over the time. Moreover charts trends and peaks show discontinuous �ow: this con�rms what we have said previously, namely, that are the news websites to drive and shape the discussion among the media, each time turning on the a�ention to the cases releted to the di�ute.
water, under the Pure Life brand.However the Oxbow Springs water rights are
held by ODFW (Oregon Department of Fish and Wildlife), that uses �ring water to breed their �sh hatcheries. Not being able to dire�ly purchase water rights from ODFW, Ne�lé needs Cascade Locks to buy the water rights ownership, in order to withdraw water from the city in exchange for money and jobs. Moreover this ownership exchange, have to be approved by th Oregon Government.
During the research, we found out that Ne�lé, unlike other companies, like Coca-Cola
WHERE THE CONTROVERSY IS DISCUSSED
Visualization of where are located the organizations involved in the discussion. (Issue Geographer)
12 COLUMBIA RIVER GORGE NATIONAL SCENIC AREA
OREGONCALIFORNIA
WASHINGTON MICHIGAN
MAINE COLORADO
IDAHOFLORIDA
OKLAHOMAMASSACHUSETTS
THE 10 MOST CITED U.S. STATES IN CASCADE LOCKS CONTROVERCY
(Data �om alchemy analysis)
11
FOCUS
Comparison between Cascade Locks case and the closed ones
SCRAPER
How many times other cases are quoted in Cascade Locks corpus of URLs
FINEO
Visualization of Google Scraper results
Ne�lé Corporation has proposed building a bo�led water facility in Cascade Locks, Oregon (Columbia Gorge National Scenic Area)(�g.05); the city is crossed by Columbia River, and enjoys a large presence of natural areas. �e company would inve� $50 million to con�ru� the facility that would bo�le �ring water from nearby Oxbow Springs and municipal water from the city of Cascade Locks. Bo�led water would then be shipped by truck to Portland for market di�ribution.
Ne�lé wants to buy the �ring water to bo�le it under the Arrowhead brand, and municipal
Dealing with the problem of “Global Warming”, and in particular the thematic of “Freshwater resources and their management”, we had the opportunity to choose any of the many world controversy reletad to water: from the climate problems caused by pollution and human intervention in the territory, �oods and sea level rising; we could deal with crises related to water management in developing countries, the political economical issues and ending up to wars based on controlling the blue “gold”.
Our goal was to maintain consi�ency with the previous research phase, where we focused on the global fresh water management. With this intention in mind, we tried to �nd a theme that was close to our everyday life, a di�ute that somehow we wereconcerned personally, we could confront with it and to which we could contribute in a concrete way. So we decided to address the subje� of debate on “bo�led water”.
�is theme, which initially may seem simple, if not trivial, presents indeed many issues that bind greater facets. Furthermore the bo�led water problem closely concerns all of us, and it is very discussed in many contexts (from worldwide organizations and multinationals to everyone’s daily life). Analysing this controvercy could
bring greater sense of re�onsibility and trigger virtuous behaviour.
Speaking of bo�led water seems easy, becuse we could ju� say that is wrong to buy something that you got for free at home, but if we take a look at the sales of bo�led water in the United States, that is one of the greater consumer of bo�led drinks together with China, we realize that the que�ion is not simple at all: in the la� decades the market of bo�led water has grown exponentially with ju� a decrease in recent years (�g. 01).As said before, we thought that the issue was simply about "bo�led water vs tap water", but digging deeper and researching further, we have discovered that it was not easy to under�and as it seemed; a�ually, in�ead of a global discussion, we �nd out that this controversy was developping in many small cities all around the world each of which present di�erent qualities.
Immediatly, as �r� �ep to realize the size of the discussion, we simply searched "bo�led water" on Google; this way we gained the �r� 100 URLs through the in�rument Harve�er, and a�er a manual validation, we got our sheer corpus of analysis.
Once obtained the corpus of the 100 mo� relevant entities. We have identi�ed the subje�s and how they were related to each others through a manual semantic analysis and with the digital tool Versus. Meanwhile we did the same analytical process for the query “tap water”.
Using Issue Geographer, a digital tool of data geo-localization that shows where involved organizations are based on a geographical map, and Google Insight for Search that compares search volume pa�erns across �eci�c parameters (regions, categories, time frames and properties), we realized that the discussion was developing mainly in the United States, Au�ralia and South Africa (�g. 02).
�anks to these tools, we noticed that the majority of the in�itutions and organizations involved in the controvercy were concentrated in the United States.
�erefore we decided to focus our research on the USA, but before that, we wondered if the former result were not a�e�ed by choosing English language for the Google queries.
Partially we was right, but analyzing the di�erent "bo�led water" pages on Wikipedia, in other languages, we realized that the English one was the only page to have an articulated debate and a page of discussion, while pages in other languages contained only summaries translated from English text (�g. 03).
Even considering the single United States country, we realized that the discussion was fed by many small �eci�c cases, and that the controvercy was not �ri�ly about “Bo�led water versus tap water”, but rather between bo�led water sales and bo�ling plants impa�s on local areas. While the problem concerning bo�led water sales is for the mo� part a ma�er of ethics, the bo�ling plants one in�ead, is more related to environmental impa�s; moreover, both these a�e�s also fuels the debate on water privatization. A�er the identi�cation of the mo� relevant cases, we choose to focus our �udy on the city of Cascade Locks, where the di�ute is �ill open and developing nowadays (�g. 04).
or PepsiCo Inc., which colle� the water to be bo�led only from municipal water supply, Ne�lé dire�ly picks up water from �rings: this indu�rial process is very debated, because it could potentially produce heavy environmental hardships in the area surrounding the bo�ling plants. It is interseting to notice that Ne�lé is one of the main bo�led water sellers in the USA; it is for this reason that during our �r� phase of the research on the "Bo�led Water" di�ute we have found so much material and many other cases releted to Ne�lé.
Looking at �g.06, we can see all the conne�ions between the a�ors, their relevance within the network, and how much they contribute to the discussion.
News websites have a similar behaviour among themselves, they are linked to several network nodes: they have a well-di�ributed number of output and input links. News websites don’t discuss frequently about the controversy, because they usually describe the fa�s in the occurrence
of �eci�c events. �e Food and Water Watch website behaves very di�erently, because it quotes the Cascade Locks case very o�en. Although a large number of sites mentioned this case for its relevance, Food and Water Watch doesn’t quote any others website, apart an output link to another organization: Democracy in A�ion (�g. 07).
On the other hand, Ne�lé websites, de�ite being deeply involved in the debate, do not
talk much about it, even though they entertain �rong links between themselves. Obviously Ne�lé got lots of incoming links, as it is quoted very o�en by other subje�s involved in the controvercy (�g.08). �is tool has been very usefull for our research proje� as it shows us the real �ru�ure of the Network and expecially the a�ors’ relations that e�ablish the shape of the net. Without Gephi we wouldn’t be able to imagine those relations ju� form the Urls corpus.
Even though its usefulness, Gephi is a tool that is very complex and has to be interpretated corre�ly: in the next pages we’ll try to show be�er what Gephi reveals us, focusing our a�ention on network main a�ors one at time, to point out every single relation they e�ablish with the others a�ors.
A�er analyzing the �eci�c situation of Cascade Locks, we wanted to emphasize the relations with other cases involved in the
"bo�led water" controversy. Starting from the cases identi�ed in our �r� semantic analysis, we have considered others U.S. cases, that we found being almo� all related to Ne�lé Waters company. Trough Google Scraper and Fineo, we’ve found that the other cases were highly cited in our corpus of URLs (�g. 13).
general level. Environmentali�s in�ead occupy a di�erent position as they are more involved in the dynamics of the various local cases. We then noticed a group of websites that �and out slightly from the other categories: the websites of online petitions: these entities do not have a real a�ive part in the di�utes, but rather serve as tools for local communities to bring up their own voice, to increase the consent, to improve a�ive participation in the problem and to
generate a return media to catch the a�ention of the whole country, even the world, on those small communities involved.
Ne�lé sites don’t mention these cities very much, almo� never, de�ite being primarily and deeply involved in the di�ute; this con�rms that the company is partially a�ive in the debate, even in relation to other places.
�e discussion seems to be carried out primarily by news sites, which report �eci�c events related to the various cases, indeed they only report what is happening in local communities, without addressing the issue on a
By using other analysis tools, like Versus and Alchemy (�g.10), we immediately noted that news websites got more links with other network a�ors, e�ecially with organizations; on the other hand, environmentali� ones are very self-referential: other network subje�s rarely quote all names and all entities that the environmentali�s mention.
Later, seeking that Cascade Locks was mentioned several times in the corpus, the hypothesis that news and organizations websites were the main subje�s, who discuss about this case, was con�rmed; moreover it was clear that Ne�lé doesn’t mention it at all.
At the same time, we tried to geo-localize the phenomenon, by manually analysing Alchemy results (�g. 11), by using Issue Geogrpher (�g.12), Google Insights for Search, to show then how it has developed in the United States over la� years, and a . It is intere�ing to observe that even if the a� takes place in the small city of Cascade Locks, it is discussed in many other places around the United States. At �r�, the di�ute �arted from Oregon, and then �read out reaching others States, such as Nord Dakota, Colorado, Idaho, California, Florida, Washington, Maine, New York, Massachuse�s, and Arizona. Indeed, many of these places were involved in other similar controversy, emerged in earlier �eps of our �udy; even though they were already closed, their “unsolved” situations keep emerging during our analysis.
Trying to map the entire controversy, from what has emerged by the analysis performed using the di�erent tools we menage to draw some �nal conclusions.
In the �r� �ep of our work, we realized that the initial obje�ives we had in charge were not very helpfull. Initially all the research analysis was based on the clash of opinions between the use of bo�led water over tap water: the discussion was based on a series of observations between those in favor of bo�led water, multinational producers such as Ne�le, Coca-Cola, etc.., and several organizations including IBWA (International Bo�led Water Association), and on the other side, those who oppose to them: organizations like EPA (Environmental Prote�ion Agency), environmentali�s, a�ivi�, etc. Generally, what emerges from the �r� entities identi�ed, was
quite predi�able. �e results obtained have con�rmed what we initially hypothesized previously. Moreover, in our �r� approach, a�er the confrontation between the two sides of the debate over bo�led water, a �r� observation was to note that the arguments again� bo�led water (pollution , co�, tran�ort, etc..), were much �ronger than the elements in its favor, and de�ite this in the la� decades bo�led water sales havenever decreased.
We wondered why, perhaps for lack of con�dence in tap water? or because the communication is very predominant in the case of bo�led water? With these que�ions, our �r� obje�ive was to identify the dynamics that could a�e� the sale. However, we realized that the approach was wrong, as we o�en gained inconclusive results that we reported back to the �arting point.
In the second phase, we tried to �nd out �ep by �ep how the di�ute developed. �erefore,
to deepen our theme, a�er several semantic analysis, and having identi�ed several case �udies, we decided to change angle and focus on a �eci�c case to see be�er and more closely the dynamics of the di�ute. In fa� the situation was so much di�erent; at �r� we thought that the problem was ju� an ethical ma�er, but a�er careful observation, we noticed that in reality, it was also environmental, political and economic.
�e �nal �ep of the analysis was made in the monitoring reports that the case of Cascade Locks had opened again� former U.S. cases, and this has led us to further con�rmation of how all these individual cases formed a network of similar discussions quoting each other, and how these, in turn, con�itute the dynamic nodes of a global network that fuel the discussion from time to time, increasing the volume of the di�ute on the sale of bo�led water around the world.
A�er that, we used Google Insight for Search to compare the volume of closed cases search in the U.S. Looking at �g. 14, we can see the trends in the volume of searches from 2004 to 2011 for each city. Looking at the peaks on the visualization, we can see how other search volumes levels will also increase when a debate turns on a closed cases. �is is furthermore a con�rmation of the fa� that all the cases, although closed, are nourishing the controversy over the time. Moreover charts trends and peaks show discontinuous �ow: this con�rms what we have said previously, namely, that are the news websites to drive and shape the discussion among the media, each time turning on the a�ention to the cases releted to the di�ute.
water, under the Pure Life brand.However the Oxbow Springs water rights are
held by ODFW (Oregon Department of Fish and Wildlife), that uses �ring water to breed their �sh hatcheries. Not being able to dire�ly purchase water rights from ODFW, Ne�lé needs Cascade Locks to buy the water rights ownership, in order to withdraw water from the city in exchange for money and jobs. Moreover this ownership exchange, have to be approved by th Oregon Government.
During the research, we found out that Ne�lé, unlike other companies, like Coca-Cola
HOW CASCADE LOCKS’S QUOTES THE CLOSED CASES
Visualization of how the a�ors involved in the Cascade Locks case talk about other cases.(Google Scraper+Fineo)
13 CASES RELEVANCE
wellingtonwaterwatchers.cabark-out.org
10%
11%
10%
4%
10%
3%
5%
1%
2%
6%
18%
5%
20%
18%
27%
37%
52%
29%
1%
1%
2%
2%
2%
3%
3%
1%
16%
83%
70%
83%
74%
70%
67%
55%
46%
53%
Concord
McCloud
Enumclaw
Orting
Kenneburk
Freyburg
Shapleigh
Mecosta County
Wacissa
examiner.com
askbiography.com
oregonlive.com
topics.oregonlive.com
dailykos.com
online.wsj.com
commondreams.org
portlandtribune.com
theaustralian.com.au
portlandonline.com
wweek.com
opb.org
disinfo.com
pddnet.com
test.kboo.fm
americanpowerblog.blogspot.com
news.opb.org
ridenbaugh.com
taylormadewater.info
northcentralpa.com
arizonaenergy.org
aquadoc.typepad.com
econlife.com
peakwater.org
list.pacificgreens.org
triplepundit.com
almostallthetruth.com
lavidalocavore.org
willamettelive.com
afdportlans.wordpress.com
afd-pdx.org
returnonreputation.com
dawnwinalski.com
environmentoregon.orgcauses.com
salsa.democracyinaction.orgthealliancefordemocracy.org
stopnestlewaters.org
foodandwaterwatch.orgstopcorporateabuse.org
action.foodandwaterwatch.orgkeepnestleout.wordrpess.com
forcechange.com
nestlewaterspnw.comprojectupdates.nestlewaterspnw.com
NESTLÉ
NEWS
PETITIONS
ENVIRONMENTALISTS
Nestlé
News
Petition
Environmentalist
INSIGHT FOR SEARCH
Trends in the volume of searches for all cases
Ne�lé Corporation has proposed building a bo�led water facility in Cascade Locks, Oregon (Columbia Gorge National Scenic Area)(�g.05); the city is crossed by Columbia River, and enjoys a large presence of natural areas. �e company would inve� $50 million to con�ru� the facility that would bo�le �ring water from nearby Oxbow Springs and municipal water from the city of Cascade Locks. Bo�led water would then be shipped by truck to Portland for market di�ribution.
Ne�lé wants to buy the �ring water to bo�le it under the Arrowhead brand, and municipal
Dealing with the problem of “Global Warming”, and in particular the thematic of “Freshwater resources and their management”, we had the opportunity to choose any of the many world controversy reletad to water: from the climate problems caused by pollution and human intervention in the territory, �oods and sea level rising; we could deal with crises related to water management in developing countries, the political economical issues and ending up to wars based on controlling the blue “gold”.
Our goal was to maintain consi�ency with the previous research phase, where we focused on the global fresh water management. With this intention in mind, we tried to �nd a theme that was close to our everyday life, a di�ute that somehow we wereconcerned personally, we could confront with it and to which we could contribute in a concrete way. So we decided to address the subje� of debate on “bo�led water”.
�is theme, which initially may seem simple, if not trivial, presents indeed many issues that bind greater facets. Furthermore the bo�led water problem closely concerns all of us, and it is very discussed in many contexts (from worldwide organizations and multinationals to everyone’s daily life). Analysing this controvercy could
bring greater sense of re�onsibility and trigger virtuous behaviour.
Speaking of bo�led water seems easy, becuse we could ju� say that is wrong to buy something that you got for free at home, but if we take a look at the sales of bo�led water in the United States, that is one of the greater consumer of bo�led drinks together with China, we realize that the que�ion is not simple at all: in the la� decades the market of bo�led water has grown exponentially with ju� a decrease in recent years (�g. 01).As said before, we thought that the issue was simply about "bo�led water vs tap water", but digging deeper and researching further, we have discovered that it was not easy to under�and as it seemed; a�ually, in�ead of a global discussion, we �nd out that this controversy was developping in many small cities all around the world each of which present di�erent qualities.
Immediatly, as �r� �ep to realize the size of the discussion, we simply searched "bo�led water" on Google; this way we gained the �r� 100 URLs through the in�rument Harve�er, and a�er a manual validation, we got our sheer corpus of analysis.
Once obtained the corpus of the 100 mo� relevant entities. We have identi�ed the subje�s and how they were related to each others through a manual semantic analysis and with the digital tool Versus. Meanwhile we did the same analytical process for the query “tap water”.
Using Issue Geographer, a digital tool of data geo-localization that shows where involved organizations are based on a geographical map, and Google Insight for Search that compares search volume pa�erns across �eci�c parameters (regions, categories, time frames and properties), we realized that the discussion was developing mainly in the United States, Au�ralia and South Africa (�g. 02).
�anks to these tools, we noticed that the majority of the in�itutions and organizations involved in the controvercy were concentrated in the United States.
�erefore we decided to focus our research on the USA, but before that, we wondered if the former result were not a�e�ed by choosing English language for the Google queries.
Partially we was right, but analyzing the di�erent "bo�led water" pages on Wikipedia, in other languages, we realized that the English one was the only page to have an articulated debate and a page of discussion, while pages in other languages contained only summaries translated from English text (�g. 03).
Even considering the single United States country, we realized that the discussion was fed by many small �eci�c cases, and that the controvercy was not �ri�ly about “Bo�led water versus tap water”, but rather between bo�led water sales and bo�ling plants impa�s on local areas. While the problem concerning bo�led water sales is for the mo� part a ma�er of ethics, the bo�ling plants one in�ead, is more related to environmental impa�s; moreover, both these a�e�s also fuels the debate on water privatization. A�er the identi�cation of the mo� relevant cases, we choose to focus our �udy on the city of Cascade Locks, where the di�ute is �ill open and developing nowadays (�g. 04).
or PepsiCo Inc., which colle� the water to be bo�led only from municipal water supply, Ne�lé dire�ly picks up water from �rings: this indu�rial process is very debated, because it could potentially produce heavy environmental hardships in the area surrounding the bo�ling plants. It is interseting to notice that Ne�lé is one of the main bo�led water sellers in the USA; it is for this reason that during our �r� phase of the research on the "Bo�led Water" di�ute we have found so much material and many other cases releted to Ne�lé.
Looking at �g.06, we can see all the conne�ions between the a�ors, their relevance within the network, and how much they contribute to the discussion.
News websites have a similar behaviour among themselves, they are linked to several network nodes: they have a well-di�ributed number of output and input links. News websites don’t discuss frequently about the controversy, because they usually describe the fa�s in the occurrence
of �eci�c events. �e Food and Water Watch website behaves very di�erently, because it quotes the Cascade Locks case very o�en. Although a large number of sites mentioned this case for its relevance, Food and Water Watch doesn’t quote any others website, apart an output link to another organization: Democracy in A�ion (�g. 07).
On the other hand, Ne�lé websites, de�ite being deeply involved in the debate, do not
talk much about it, even though they entertain �rong links between themselves. Obviously Ne�lé got lots of incoming links, as it is quoted very o�en by other subje�s involved in the controvercy (�g.08). �is tool has been very usefull for our research proje� as it shows us the real �ru�ure of the Network and expecially the a�ors’ relations that e�ablish the shape of the net. Without Gephi we wouldn’t be able to imagine those relations ju� form the Urls corpus.
Even though its usefulness, Gephi is a tool that is very complex and has to be interpretated corre�ly: in the next pages we’ll try to show be�er what Gephi reveals us, focusing our a�ention on network main a�ors one at time, to point out every single relation they e�ablish with the others a�ors.
A�er analyzing the �eci�c situation of Cascade Locks, we wanted to emphasize the relations with other cases involved in the
"bo�led water" controversy. Starting from the cases identi�ed in our �r� semantic analysis, we have considered others U.S. cases, that we found being almo� all related to Ne�lé Waters company. Trough Google Scraper and Fineo, we’ve found that the other cases were highly cited in our corpus of URLs (�g. 13).
general level. Environmentali�s in�ead occupy a di�erent position as they are more involved in the dynamics of the various local cases. We then noticed a group of websites that �and out slightly from the other categories: the websites of online petitions: these entities do not have a real a�ive part in the di�utes, but rather serve as tools for local communities to bring up their own voice, to increase the consent, to improve a�ive participation in the problem and to
generate a return media to catch the a�ention of the whole country, even the world, on those small communities involved.
Ne�lé sites don’t mention these cities very much, almo� never, de�ite being primarily and deeply involved in the di�ute; this con�rms that the company is partially a�ive in the debate, even in relation to other places.
�e discussion seems to be carried out primarily by news sites, which report �eci�c events related to the various cases, indeed they only report what is happening in local communities, without addressing the issue on a
By using other analysis tools, like Versus and Alchemy (�g.10), we immediately noted that news websites got more links with other network a�ors, e�ecially with organizations; on the other hand, environmentali� ones are very self-referential: other network subje�s rarely quote all names and all entities that the environmentali�s mention.
Later, seeking that Cascade Locks was mentioned several times in the corpus, the hypothesis that news and organizations websites were the main subje�s, who discuss about this case, was con�rmed; moreover it was clear that Ne�lé doesn’t mention it at all.
At the same time, we tried to geo-localize the phenomenon, by manually analysing Alchemy results (�g. 11), by using Issue Geogrpher (�g.12), Google Insights for Search, to show then how it has developed in the United States over la� years, and a . It is intere�ing to observe that even if the a� takes place in the small city of Cascade Locks, it is discussed in many other places around the United States. At �r�, the di�ute �arted from Oregon, and then �read out reaching others States, such as Nord Dakota, Colorado, Idaho, California, Florida, Washington, Maine, New York, Massachuse�s, and Arizona. Indeed, many of these places were involved in other similar controversy, emerged in earlier �eps of our �udy; even though they were already closed, their “unsolved” situations keep emerging during our analysis.
Trying to map the entire controversy, from what has emerged by the analysis performed using the di�erent tools we menage to draw some �nal conclusions.
In the �r� �ep of our work, we realized that the initial obje�ives we had in charge were not very helpfull. Initially all the research analysis was based on the clash of opinions between the use of bo�led water over tap water: the discussion was based on a series of observations between those in favor of bo�led water, multinational producers such as Ne�le, Coca-Cola, etc.., and several organizations including IBWA (International Bo�led Water Association), and on the other side, those who oppose to them: organizations like EPA (Environmental Prote�ion Agency), environmentali�s, a�ivi�, etc. Generally, what emerges from the �r� entities identi�ed, was
quite predi�able. �e results obtained have con�rmed what we initially hypothesized previously. Moreover, in our �r� approach, a�er the confrontation between the two sides of the debate over bo�led water, a �r� observation was to note that the arguments again� bo�led water (pollution , co�, tran�ort, etc..), were much �ronger than the elements in its favor, and de�ite this in the la� decades bo�led water sales havenever decreased.
We wondered why, perhaps for lack of con�dence in tap water? or because the communication is very predominant in the case of bo�led water? With these que�ions, our �r� obje�ive was to identify the dynamics that could a�e� the sale. However, we realized that the approach was wrong, as we o�en gained inconclusive results that we reported back to the �arting point.
In the second phase, we tried to �nd out �ep by �ep how the di�ute developed. �erefore,
to deepen our theme, a�er several semantic analysis, and having identi�ed several case �udies, we decided to change angle and focus on a �eci�c case to see be�er and more closely the dynamics of the di�ute. In fa� the situation was so much di�erent; at �r� we thought that the problem was ju� an ethical ma�er, but a�er careful observation, we noticed that in reality, it was also environmental, political and economic.
�e �nal �ep of the analysis was made in the monitoring reports that the case of Cascade Locks had opened again� former U.S. cases, and this has led us to further con�rmation of how all these individual cases formed a network of similar discussions quoting each other, and how these, in turn, con�itute the dynamic nodes of a global network that fuel the discussion from time to time, increasing the volume of the di�ute on the sale of bo�led water around the world.
A�er that, we used Google Insight for Search to compare the volume of closed cases search in the U.S. Looking at �g. 14, we can see the trends in the volume of searches from 2004 to 2011 for each city. Looking at the peaks on the visualization, we can see how other search volumes levels will also increase when a debate turns on a closed cases. �is is furthermore a con�rmation of the fa� that all the cases, although closed, are nourishing the controversy over the time. Moreover charts trends and peaks show discontinuous �ow: this con�rms what we have said previously, namely, that are the news websites to drive and shape the discussion among the media, each time turning on the a�ention to the cases releted to the di�ute.
CONCLUSIONS
water, under the Pure Life brand.However the Oxbow Springs water rights are
held by ODFW (Oregon Department of Fish and Wildlife), that uses �ring water to breed their �sh hatcheries. Not being able to dire�ly purchase water rights from ODFW, Ne�lé needs Cascade Locks to buy the water rights ownership, in order to withdraw water from the city in exchange for money and jobs. Moreover this ownership exchange, have to be approved by th Oregon Government.
During the research, we found out that Ne�lé, unlike other companies, like Coca-Cola
14 REALTIONS BETWEEN LOCAL CASES
2005 2006 2007 2008 2009 2010 2011
Concord
McCloud
Enumclaw
Orting
Kenneburk
Fryeburg
Shapleigh
MecostaCountry
Wacissa
Cascade Locks
AVERAGETREND
CONCORD
ENUMCLAW
ORTING
KENNEBURK
FRYEBURGSHAPLEIGH
WACISSA
CASCADELOCKS