innovative approaches to analyses of online social networks
DESCRIPTION
This is the introduction to our panel from Association of Internet Researchers' conference IR13 in Salford, Oct 18th-21th 2012. It contains my introduction to the panel + my own presentation on a framework for online social network analysis. Enjoy!TRANSCRIPT
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Innovative approaches to analyses of online social networks
Panel for IR13 – Salford October 18th-21st 2012
Jakob Linaa Jensen (chair)Frauke ZellerAndra SiibakNiels Brügger
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Background EU COST Action “Transforming audiences, transforming societies”
Working group on social media and social networking – and it’s consequences for audience research
Europan task force on social media methods Mapping the research field within Europe and beyond Publishing (journals, edited books, panels) Outreach (new research projects, connections beyond Europe)
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Comparative studies Klaus Bruhn Jensen in charge
Survey in 13 countries
Data collection January 2013
IPSOS to carry out surveys in most countries
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Twitter and the public sphere - The European elections in 2014
Joint Research proposal COST Action 'Transforming Audiences, Transforming Societies’:
Pieter Verdegem, Cédric Courtois and Peter Mechant (Ghent University, Belgium), Jakob Linaa Jensen (Aarhus University, Denmark), Stine Lomborg (University of Copenhagen)
Call distributed, so far participants from 10+ countries (Pieter?)
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This panelAccessing use of online social networks in everyday life – a suggested framework
Jakob Linaa Jensen, University of Aarhus, Denmark
Mixed Methods in Online Social Network Analysis
Frauke Zeller, Technical University of Ilmenau, Germany
Historical Network Analysis: Methodological Challenges
Niels Brügger, University of Aarhus, Denmark
Making use of creative research methods for studying social media
Andra Siibak, University of Tartu, Estonia
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Accessing use of online social networks in everyday life – a suggested framework
Jakob Linaa Jensen, Ph.D.Associate professor in media studies
Center for Internet ResearchAarhus University, Denmark
E-mail:[email protected]: jakoblinaa
Web: www.linaa.net
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Agenda
1. Online social networks and other online phenomena
2. Interesting aspects of Facebook and social network sites
3. Example: a framework for studying Facebook use and it’s significance in people’s everyday life
4. Issues raised for future concern
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Social media versus social networks
Social mediaBlogs, discussion groups
Flickr, You Tube etc.
Online social
networksMySpace, Facebook,
LinkedIn etc.
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Online social networks vs online communities
Online communities Online social networks
Technologically centralised
Everybody visible
Privileged center
Technologically dispersed
Connections visible
No privileged center
MUDs Discussion groups WoW MySpace Facebook P2P
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Online social networks vs online communities
Accounting for different technologies
Accounting for different user experiences
Accounting for different methodological challenges
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Social networks vs websites After almost 20 years of WWW there has been certain methods, agreed standards for
analysing websites:
-Usability analyses (Jakob Nielsen etc.)
-Website analysis (Niels Brügger etc.)
-Web sphere analysis (Foot & Schneider)
Even though websites are fluent, dynamic, unstable, they are still a relatively fixed phenomenon, compared to social networks: the content is in principle available and accessible for everyone, despite exceptions (personalisation, client based software etc.)
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The totality of social network sitesUsers (characteristics, performance, behaviour)
Content (status updates, shared objects, profile
Relations (networks, circles of friends, reciprocity)
Context (design, policies, frames for action)
Aesthetics (visual appearance, significance for use and perception)
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Available methods for studying social media and social networks Subjective• Surveys (ask the users)
• Focus groups or individual intervies ”Technical"• Networks analyses of relationships (Gephi, NodeXL etc.)
• Data mining of traffic in general Observations• Aesthetics analyses of profiles
• Content analysis of profiles and dialogues (computer-based, semantic or a combination)
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The case study: The New borderlines of the public sphere•2009 project survey (N= 1710)
•General survey on the public sphere, media use, participation, citizenship
•Sponsored by Danish National Research Council
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The research questions• How are social media used to perform political and cultural
citizenship?
• Which role do social media play in respondents’ everyday life?
• How do users perform online compared to their own presentation and perception of their online presence?
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Methods applied• Quantitative survey among Danish Internet users (N=1710)
• Subsequent focus groups (4, N=20) among strategically selected Facebook users
• Access to profiles and all information of the focus group participants (N=17)
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Topics covered by the method Knowledge on respondents’ general media use and other variables
Specific knowledge on use and attitudes towards social network sites
Attitudes and experiences discussed and negotiated in a social context
Observation of actual behaviour and practices versus norms and ideal conceptions
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Issues to consider Discrepancy between statements in social contexts (focus groups) and
practices while alone
A well-known methodological problem
Here the triangulation of focus groups and ”eaves-dropping” profiles illustrates such discrepancies, otherwise hard to get
This is good to cover aspects of daily practices and norms
One could have added analyses of relations, meta-analyses of content