Digital Data Stories

In today’s interconnected world, the power of social media extends beyond personal communication; it serves as a critical tool for analyzing trends, behaviors, and the cultural zeitgeist. Social media provides a rich, diverse landscape of data that researchers, policymakers, and organizations can harness to better understand the social dynamics of urban life, aging populations, and even the role of music in our lives.

Recently, I had the honor of participating as a speaker at the 2024 NodeXL Academy Summer School, hosted by the Social Media Research Foundation. This experience allowed me to engage with global experts in social network analysis, further deepening my understanding of how data-driven insights can transform our approach to studying societal trends, including the intersections of urban life and aging.

It’s this intersection that I’ll explore in this post, presenting insights from a unique collaboration with the UK’s National Innovation Centre for Ageing (NICA). In this project, we leveraged social media analytics to explore how city living, aging, and music intersect globally.Before we dive into the key findings, it’s important to understand the role of the National Innovation Centre for Ageing (NICA), a world-leading organization that promotes innovation to improve the quality of life for the aging population. NICA, supported by the UK government and Newcastle University, focuses on co-developing and bringing to market products and services designed to enable people to live better and longer.

NICA’s unique approach lies in its collaboration with various professionals, including scientists, innovators, technologists, and the general public. Through their sister organization, VOICE® (Valuing Our Intellectual Capital & Experience), NICA connects with thousands of citizens globally who provide insights that help shape innovation in areas critical to aging populations.

The organization’s online magazine, “This Curious Life“, serves as a hub for thought-provoking content that explores aging through different lenses. It engages readers with research, real-life stories, and discussions on how we can create environments that are more inclusive and supportive of older adults.

Exploring curiosity, city living, and music through social media analytics

The project with NICA focused on three primary themes—curiosity, city living, and music—all of which have profound impacts on aging populations. These themes were chosen for their relevance to lifelong learning, social engagement, and emotional well-being.

1. Curiosity and aging: curiosity is not just a personality trait—it is a vital driver of lifelong learning and adaptability, particularly for older adults. Studies have shown that curiosity plays a significant role in cognitive health, problem-solving, and social engagement, which are crucial for maintaining quality of life as we age.Our analysis of social media conversations on Twitter, focusing on curiosity, highlighted a universal fascination with understanding human behavior and the reasons behind people’s actions. We found that curiosity fosters learning and adaptability, which are key to helping older adults maintain a sense of purpose and relevance in a rapidly changing world.The study also shed light on how curiosity can be nurtured through digital platforms and community initiatives. On social media, older adults shared experiences of learning new skills, exploring hobbies, and staying connected with current events—all of which help stimulate cognitive health and emotional well-being. This shows the importance of promoting lifelong learning opportunities that are accessible to older adults, particularly in digital spaces.
2. City living and aging populations: cities are dynamic environments that offer a wealth of opportunities but also present unique challenges, especially for aging populations. Urban living can be both exciting and overwhelming, with its fast pace, congestion, pollution, and high living costs. However, cities also provide access to cultural amenities, social networks, and healthcare services, making them vital hubs for older adults seeking to maintain an active lifestyle.Our analysis of Twitter conversations about city living (in nine different languages) revealed global concerns about the affordability of urban life, the challenges of mobility, and the need for more inclusive, age-friendly spaces. A significant portion of the discussions centered around housing affordability, with users expressing frustration over rising living costs and limited access to affordable housing. Beyond affordability, conversations highlighted issues such as pollution, traffic congestion, and the lack of accessible public spaces for older adults. Urban mobility was a recurring theme, with many users calling for better infrastructure, improved public transportation, and pedestrian-friendly streets to accommodate the needs of the elderly.Despite these challenges, there was also a strong appreciation for the conveniences and opportunities that city living provides. Many users expressed a sense of belonging to their urban communities, valuing the cultural diversity and social interactions that cities offer. These findings underscore the importance of creating cities that are not only economically accessible but also physically and socially inclusive for people of all ages.
3. Music as a universal connector: music is a universal language that transcends age, culture, and time. For older adults, music is not only a source of entertainment but also a powerful tool for emotional and cognitive well-being. Research has shown that music can support memory function, reduce stress, and foster a sense of community and belonging.On Instagram, we analyzed over 170,000 posts related to music and aging, uncovering several key insights. Many posts emphasized the cognitive, social, and emotional benefits of music education, highlighting its role in promoting brain health and emotional resilience across various stages of life. Music festivals and events were also seen as important community-building activities that bring together people of all ages, fostering intergenerational connections and shared experiences. Another interesting finding was the enduring influence of iconic musicians from past decades. Classic music styles and figures continue to resonate with new generations, illustrating the timeless appeal of certain genres and the ability of music to bridge generational divides.These insights highlight the critical role of music in maintaining emotional and cognitive well-being, particularly for older adults. It also points to the need for more music-related programs and initiatives that cater to the aging population, helping them stay connected to their communities and maintain a sense of purpose and joy.

Methodology: how social media analytics informed our findings

The data for this project was gathered from two primary social media platforms: Twitter (now X) and Instagram. Each platform was chosen based on its relevance to the themes under investigation—Twitter for curiosity and city living, and Instagram for music. Both platforms provided rich, diverse datasets that allowed us to explore global conversations across multiple languages and cultural contexts.

1. Twitter (X): Analyzing curiosity and city livingTwitter’s structure, which emphasizes shared interests rather than personal connections, made it an ideal platform for analyzing discussions around curiosity and city living. We analyzed over 30,000 tweets in multiple languages, using tools such as topic modeling and sentiment analysis to identify and categorize prevalent themes.One of the challenges we faced was Twitter’s decision to close its free API, which limited our access to data. However, we adapted by using alternative tools such as Socioviz and NodeXL for data gathering, and PhantomBuster and Apify for deeper scraping. The analysis was conducted across a range of languages, including English, Arabic, Hindi, Japanese, Mandarin, Spanish, Italian, French, and German.
2. Instagram: Exploring music and aging: Instagram, with its visual and multimedia-centric platform, was the ideal choice for analyzing music-related content. We examined over 170,000 posts, incorporating multiple languages such as English, Japanese, German, French, Italian, and Spanish. By combining hashtags like #music with terms related to aging and their translations, we were able to gain valuable insights into how different age groups engage with music.Our analysis utilized AI-powered tools such as ChatGPT and Claude to assist with sentiment analysis and topic exploration. These tools helped streamline the process, enabling us to extract deeper insights from vast datasets.
3. Social Network Analysis and sentiment analysis. A key component of our analysis was understanding how people connect and interact within these discussions. We employed social network analysis to map out the relationships and interactions between users, identifying key influencers and the most active participants in the conversations.Sentiment analysis was also crucial in understanding the overall tone of the discussions. Surprisingly, we found that over 75% of the tweets analyzed in English were positive about city living, focusing on the sense of community, cultural opportunities, and social interactions that urban life offers. However, there were also significant concerns about homelessness, safety, and affordability, particularly in large metropolitan areas.

Key Findings and global themes

From our extensive analysis of social media conversations, several common global themes emerged:

1. Affordability: Rising housing prices and living costs were major concerns across all languages. Many users expressed frustration over the lack of affordable housing and the financial strain of urban living, particularly for older adults on fixed incomes.
2. Congestion and Pollution: Overcrowding, traffic jams, and environmental pressures were frequently mentioned, with users calling for more sustainable urban development and better public transportation systems.
3. Urban Amenities: Despite these challenges, there was a widespread appreciation for the conveniences and opportunities that cities provide. Access to healthcare, cultural events, and social networks were seen as key benefits of city living.
4. Government Policies: Discussions about government policies were common, with users emphasizing the need for infrastructure improvements, sustainability initiatives, and age-friendly urban design. Many users also called for better support systems for older adults, including affordable housing and accessible public spaces.
5. Music: The role of music in fostering emotional well-being and cognitive health was a recurring theme. Posts on Instagram highlighted the importance of music education, community events, and the enduring appeal of classic musicians in promoting intergenerational connections and personal well-being.

Conclusion: building age-friendly cities through digital insights

This project, in collaboration with NICA, has provided valuable insights into how social media can be used to understand the complex dynamics of city living, aging, and music. The findings highlight the need for more inclusive and accessible urban spaces that cater to the diverse needs of aging populations.

By leveraging the power of social media analytics, we can better understand the challenges and opportunities that cities present for older adults. These insights can inform policies and initiatives that promote affordable housing, sustainable urban development, and inclusive cultural programs.

As we continue to explore the intersection of technology and aging, it is crucial to recognize the role that curiosity, music, and social engagement play in maintaining the quality of life for older adults. Through digital platforms, we have the tools to build communities that are not only age-friendly but also vibrant, diverse, and resilient.

For more information on this project and to explore the full findings, visit “This Curious Life” on the NICA website or follow us at digitaldatastories.it.

Relevant Articles

The Conversation Room: City Living published on This Curious Life.

Exploring the Intersection of Music and Age on Instagram published on Digital Data Stories.

Curiosity Across Cultures: A Social Media Analysis published on Digital Data Stories.

The Conversation Room: Music published on This Curious Life.

The Conversation Room (General) published on This Curious Life.

The Conversation Room (Exploring Curiosity) published on This Curious Life.