GLOBAL DIGITAL ACTIVISM DATA SET 2.0 ADDENDUMMeasure of Campaign Effectiveness

CODER TRAININGDecember 2, 2013

RESEARCH QUESTION

•How successful are digital activism campaigns, where success is defined as change over time which is consistent with the goals enunciated by the campaign?

METHOD

•Use content analysis

• ...to ask questions about a large number of digital activism campaigns

• ...and end up with quantitative and comparable answers.

PURPOSE OF THIS CODING

•To add variables that more accurately measure digital activism campaign effectiveness.

GENERAL PROCESS• Read descriptions of digital activism campaigns from blog posts

and news stories provided to you.

• ...and turn that information into comparable data.

sources: Global Voices, Greenpeace, Fahamu

GENERAL PROCESS

• 1. Read descriptions of digital activism campaigns.

GENERAL PROCESS

• 2. Answer questions about those campaigns using the variables in the codebook.

GENERAL PROCESS

• 3. Submit your variable values for each campaign using the online coder form.

THE VARIABLES

You will code 11 variables for each case.

THE VARIABLES

• 1: Coder and Case Meta-Data1. Caseid: Unique Numeric Identifier 2. Coder: Your Name

• 2: Measures of Goal Definition1. Allgoal: Description of Campaign Goal(s) 2. Goalnum: Number of Campaign Goal(s)

THE VARIABLES• 3: Measures of Goal Realization

1. Allout: Description of Campaign Outcomes 2. Goalout: Description of Campaign Goals Realized3. Goaloutnum: Number of Campaign Goals Realized 4. Goalouttype: Highest Level of Campaign Goal Realization5. Nooutnum: Number of Goals for which Outcome

Information Was Not Available

• 4: Measures of Goal Non-Realization Outcomes1. Posout: Description of Non-Goal Positive Outcomes 2. Negout: Description of Non-Goal Negative Outcomes

THE LOGIC

If this helps - great!If not, ignore it :)

THE LOGIC

There is not perfect alignment.

AllCampaign

Goals All CampaignOutcomes

THE LOGIC

AllCampaign

Goals All CampaignOutcomes

Some goals do not result in outcomes.

Some outcomes are not intended by the goals.

Goals that do not correspond to outcomes

NOOUTNUM

THE LOGIC

All campaign goals

ALLGOALGOALNUM

All Campaign OutcomesALLOUT

Outcomes that do not correspond to goals

POSOUTNEGOUT

Goals that correspond to outcomes

GOALOUTGOALOUTNUMGOALOUTTYPE

These represent goals that are achieved.

These represent goals for which outcome information is not available.

These represent unintended outcomes of the campaign.

Goals that do not correspond to outcomes

NOOUTNUM

THE LOGIC

All campaign goals

ALLGOALGOALNUM

Outcomes that do not correspond to goals

POSOUTNEGOUT

Goals that correspond to outcomes

GOALOUTGOALOUTNUMGOALOUTTYPE

These represent goals that are achieved.

These represent goals for which outcome information is not available.

These represent unintended outcomes of the campaign.

Evaluating success requires not only the determination of the extent to which goals are realized. Additional outcomes of the campaign, both consistent and inconsistent with those goals, should also be taken into account.

THE LOGICAnother way to understand the outcome variables:

Goal Realization Goal Non-RealizationPo

sitive

Neg

ative

Goa

l-Con

siste

nt

Goa

l-Inc

onsis

tent

(empty set)Non-Goal Negative Outcomes

NEGOUT

Measures of Goal Realization

GOALOUTGOALOUTNUMGOALOUTTYPE

Non-Goal Positive Outcomes

POSOUT

NOW LET’S READ THROUGH

THE CODEBOOK