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Journalist Roles on Twitter
Annual conference of the Swiss Association of Communication and Media Research (SACM),26 - 27 March 2010
at Lucerne School of Business
Jana Ebermann1, Matthes Fleck1, Miriam Meckel1, Thomas Plotkowiak1, Katarina Stanoevska-Slabeva1,2
1 Institut für Medien- und Kommunikationsmanagement, Universität St. Gallen2 AJM, Universität Neuenburg
2
Introductory Video – Tagesschau on Twitter and Iran
3
Agenda
• Background on Twitter
• Theoretical Background of the study
• Research Methodology
• Results
• Limitations, Discussion, and Outlook
6
Theoretical Background
Theory (Author) Context Conceptualization within Twitter
Original "Two-Step flow of communication"(Katz & Lazarsfeld 1948/1955)
Media impact studies, Psephology
Information flow via opinion leaders
Opinion Sharing Model (among others: Grefe & Müller 1976, Troldahl & Van 1965, Wright & Cantor 1967)
Media impact studies Information via linked opinion leaders
Brokerage and Closure (Burt)Intra and inter group communication processes (Weimann 1982)
Network Science
Search patterns for opinion leader within networks (in and between groups)
7
Methodology | Operationalization
1 • Which Twitter accounts refer to Iran?
2 • How is Mackey linked to accounts referring to Iran?
3 • How does Mackey forward the information from the sources to his readers?
4 • Which of Mackey's readers are interested in Iran?
5 • How is Mackey connecting sources on Iran with his readership?
? ?
? ? ?
8
1. Which are the most relevant twitter Iran accounts? Starting with 2 Mio tweets, we extracted the 100 most relevant Twitter Iran sources.
*Webecology Project (Beilin et al. 2009)
Period of data collection 07.06.2009 - 26.06.2009:
1
Over 2.000.000 Iran related tweets*
480.000 Twitter accounts
200 most active users
100 most relevant users
#iranelection, #neda, #mousavi, #gr88and keywords: Ahmadinejad, Rafsanjani,
..
most tweets, most retweets
at least 1 Iran keyword / tweetstrongly Iran related
user generated content
9
2. How is Mackey linked to accounts referring on Iran?Analysis of Mackey's friends (sources) on Twitter
? ? ? ? ? ? ?
2
Iran sources
Robert Mackey
10
andrewbaron
boonspoon
cyclingfansanon
dangerroom
dansaltzstein
drewvigal
gabrieldance
iranelection09
iranriggedelect
irondukes
jimbradysp
jimsciuttoabc
jkny
jodikantor
jodyrosen
julietmacur
laraabcnews
madyar
mousavi1388
nyvelocity
oliviama
omidhabibinia
persiankiwi
reuters_iran
reutersflash
robertmackey
rueby
silencematters tehranbureau
thelede
travisfox
vschn31d3r
worldnewsblog
zahra_sethna
NY Times
Washington Post
Wired
Iran sources
Other
Reuters
2
Robert Mackey's friends (sources) on Twitter
2. How is Mackey linked to accounts referring on Iran?Mackey has chosen 12 highly relevant Iran twitter sources.
11
robertmackey
theledeThe Lede
Blog
.. NYTBlogs & sections
… dedicated NYTtwitter outlets
@ mention
friends on twitter
New York Times context
automatic tweet
twitter account Blog orsectionlegend:
automatic tweet
3
Robert Mackeys Twitter Account(s)
3. How does Mackey forward the information from the sources to his readers?Mackey uses his blog to post about Iran and then links to his postings on Twitter.
12
• The blog contains over 51 entries related to the Iran election• Almost 60% of those blog entries show mentions of Twitter users.• 469 tweets on the twitter account thelede link to the blog• Mackey's personal account robertmackey contains mostly (92%) tweets
mentioning the twitter account thelede
• Some examples:– "More from the Twitter feed of Persiankiwi, apparently finding a way to get online in
Tehran: “We have heard what sounds like gunshots in distance. still have people on streets we have not heard from.” (Date 15.06.2009: Updates on Iran´s disputed election.)
– "Earlier on Sunday one Iranian Twitter user, using the name Change_For_Iran, tweeted: “according to rumor mousavi requested all people to gather near his office at 12:30 pm today.” (Date13.06.2009, Landslide or Fraud? The debate online over Iran´s election results.)
33. How does Mackey forward the information from the sources to his readers?Almost 60% of his Iran related blog entries show mentions of Twitter users as sources.
13
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4
not interested
interested
4. How interested are his readers in the Iran topic?Analysis of Mackey's followers (readers) on Twitter
14
3va8j6
7homaslin
adriant123
ahess247
alsfoundation
amyoleary
andyshawchicago
andytarradath
ankerostek
ann1388
arartplatform
arieljojo
arielkaminer
ashantiomkar
azadehensha
azadi_iranemanbenwikler
billhorn123
biziwoman
bkatzoom
blakehounshell
brianstelter
bubba_rocks
cabara
cadabler
calblooms
catrineinhorn
charleswmwilsonchriss_huetter
chuckdizzle78
ciberjosh
ckopf1
clementinenyc
cliffordlevy
crca
cseresnyescullengifford
cvvalencia
dailytracy76
damiencave
danellepugh100
dansaltzstein
davidjlowe
dayshaeaddknyt
democraticiran
denverbutson
drjjoyner
dubailife
eavidanegoode
esquiremag
eva5g
faghatfreedom
fczion
fionaspruillfirstdigg
flora283
flownjoe
frasere
freeiran17
gabrieldance
gelatinous_cubeginger_jul
gmolepske
godlovesiran
gogreenstudentsgood_egg
gus4mayor
heathercmoore
heradelhizadeh
hspr_public
huffpolitics
hyattbass
imperialprops
innovativeinter
iranlaya
iranloveforever
iranriggedelect
irondukes
janetkim
jazzzhand
jcklaus
jdavidgoodmanjellisy
jesdewi
jewel1361
jfknyc
jigarmehtajimbradysp
jodikantor
jodyrosen
joelindsey
joemasa
jollyjodi
josephbtreaster
joshhaner
jrahbar
julesbm
julietgo
kankiknight
katieobnyc
kesuram
lawasserman
leroytexas
lilliensternus
lindayy2001
lindyroman925
lisaiaboni
lisatozzi
lizettek
lmanly12
loesvandokkumlovelljoel
lowrycrook
lpcoger
lydiapolgreen
madnycmadyar
magdamaemaggiedebarra
magicpopcorn
marcossalazar
mariliamartins
mericson
metaschultz330
michaelluo
mikekfoley
mikesalzburg
mikesheehan
mirz1
mixedmagazinemoniquesavin
msilvacosta
mswisstooth
muckrack
nadaudi
nancydonaldson
nerory_
newmaria
note_wellnph
nyt_jenpreston
obrien685
okc_misssass
oliviama
oliviertesquetpanama08
pateisemann
patrickdevenny
paty_r07
paultough
persepolitan
plunkplakzum
rashantha
raydoustdarrealize_ink
rebeccagates
rhjournalism
rmschneiderman
robertmackey
roessler
rueby
rworth43
sarahk11
saraivry
sashakselasielove
sewell_chan
sheydajahanbin
silencematters
skip1776
snigdhak
speakhealthssangbarta
stacygreen
superstringer
taghreedgaza
tamildiaspora
taraparkerpope
thegarance
thereseborchard
tigerbeat
timothypost
tokyoshopping
travisfox
troll100
turidemotix
tyronerubin
ukinusa
vasugi
wirecooper
world_united
wscs2010
xoix
yoda718
zahra_sethna
not interested
interested
Size by keyword count
44. How interested are his readers in the Iran topic?Based on keyword usage, we identified non-interested, interested, and very interested readers.
15
5. How is Mackey connecting sources on Iran with his readers?Analysis of linkage between Iran sources and Mackey's Iran interested followers on Twitter .
? ?
? ? ?
?
5
Iran sources
Iran interested readers
Very Iran interested readers
16
adriennevergara
ahess247
ahuramazda
akhormani
alyssa_milano
amadril
amnesty
ann1388
anncurry
arartplatform
arieljojo
ashantiomkar
austinheap
azadi_iraneman
azarnoush
b2020
barbradbenwikler
blakehounshell
breakingtweets
brianstelter
cabara
cally8
cbn2
change_for_iran
christmasfairie
chuckdizzle78
ciberjosh
ckopf1
clementinenyc
cnnbrk
cvvalencia
damiencave
dansaltzstein
davidjlowe
dayshaea
dcb23
democraticiran
deskprotestor
dominiquerdr
dputamadre
dreadedcandiru
drjjoyner
dubailife
eavidan
eforsaith
elizrael
eruanne
esquiremag
eva5g
faghatfreedom
fingertipnews
firstdigg
flowersophy
frasere
freedomist
freeiran17
gabrieldance
ghibliblog
godlovesiran
good_egg
greentips1388guardiannews
hardknoxfirst
henksijgers
hizadeh
huffpoliticshyattbass
iran
iran09
iran88 iranbaan
irancomment
irandemokratia
iranelection09
iranliveupdates
iranloveforever
irannewsnow
iranrevol
iranrevolution
iranriggedelect
irantweet
iranwwp
jadi
janetkim
jewel1361
jigarmehta
jilevin
jimbradysp
jimsciuttoabc
jkslouth
joannemichele
jodikantor
jodyrosen
joelindsey
jollyjodi
josephbtreaster
judyrey
jurassicpork59
kankiknight
katrinskaya
katriord
laraabcnews
lawasserman
lilymazahery
lotfan
lowrycrook
lpcoger
m47713
madnyc
madyar
magnolia_tree
mariliamartins
metabolica
michaelluo
mikesalzburg
mikesheehan
mirz1
mitrajoon
moniquesavin
morajameslaw
motoko_nl
mousavi1388
msilvacosta
msvfab
muckrack
mumke
mwolda
naseemfaqihi
neosin
nerory_
newmaria
nihonmama
noexpaffiliates
note_well
nph
nyt_jenpreston
octavianasrcnn
oli2be
oliviama
oliviertesquet
oxfordgirl
patrickdevenny
persepolitanpersiankiwi
plunkplakzum
protesterhelp
raydoustdar
realize_ink
rebeccagates
robertmackey
roessler
saeedjabbar
sarah_onweb
saraivry
sashak
sashakane
shahrzadmo
sheydajahanbinsp4rrowh4wk
stacygreen
stavasoli
stopahmadi
stopahmadi2
susanneure
tajaviolettatamildiaspora
tedchris
tehranbureau
tfsalomon
thefatherland
thegarance
thereseborchard
thetilo
tigerbeat
timobriennyttimothypost
tollwut
turidemotix
ukinusa
unstrung
vasugi
veganswines
void00110000
westandas1
winston80
xoix zahra_sethna
Iran sources
Iran Interested readers
Very Iran interested readers
5
Iran sources, Robert Mackey and his Iran interested followers on Twitter
5. How is Mackey connecting sources on Iran with his readers?For interested readers Mackey plays an intermediate role, but very interested readers prefer to use the original sources instead.
17
5.1 How is Mackey connecting sources on Iran with his readership?Can we find a group where the pattern of a broker is more emergent?
? ?
? ? ?
5.1
Iran sources
Iran interested NY Times colleagues
18
5.1 How is Mackey connecting sources on Iran with his readership? Robert Mackey acts as a broker for his colleagues, the NY Times journalists.
ahuramazda
akhorm ani
amadril
amnesty
austinheap
azarnoush
b2020
brianstelter
cabara
cally8
cbn2
change_ for_ iran
christmasfairie
damiencave
dansaltzstein
dcb23
deskprotestor
dominiquerdr
dputamadre
dreadedcandirueforsaith
elizrael
eruanne
flow ersophy
freedom ist
gh ib lib log
greentips1388
hardknoxfirst
henksijgers
iran
iran09iran88
irandemokratia
iranelection09
iranliveupdates
iranrevol
iranrevolution
iranriggedelect
irantw eet
iranw w p
jad i
j igarm ehta
j ilevin
jkslouth
joannem ichele
jodikantor
josephbtreasterjudyrey
jurassicpork59
katrinskaya
katriord
lilymazahery
lotfan
m47713
m adyar
magnolia_ tree
m etabolica
m ichaelluo
mitrajoon
m orajam eslaw
motoko_ nl
mousavi1388
m svfab
m umke
m w olda
naseemfaqihi
n ihonmama
noexpaffi liates
nyt_ jenpreston
oli2be
persiankiw i
protesterhelp
robertm ackey
saeedjabbar
sarah_ onw eb
sashakane
shahrzadmo
sp4rrow h4w k
stavasoli
stopahm adi
stopahm adi2
susanneure
tajavioletta
tedchris
tehranbureau
tfsalomon
thefatherland
thetilo
to llw ut
unstrung
void00110000w estandas1
zahra_ sethna
NY Tim es Iran Interested
Iran Sources
ahuramazda
akhormani
amadril
amnesty
austinheap
azarnoush
b2020
brianstelter
cabara
cally8
cbn2
change_for_iran
christmasfairie
damiencave
dansaltzstein
dcb23
deskprotestor
dominiquerdr
dputamadre
dreadedcandirueforsaith
elizrael
eruanne
flowersophy
freedomist
ghibliblog
greentips1388
hardknoxfirst
henksijgers
iran
iran09iran88
irandemokratia
iranelection09
iranliveupdates
iranrevol
iranrevolution
iranriggedelect
irantweet
iranwwp
jadi
jigarmehta
jilevin
jkslouth
joannemichele
jodikantor
josephbtreasterjudyrey
jurassicpork59
katrinskaya
katriord
lilymazahery
lotfan
m47713
madyar
magnolia_tree
metabolica
michaelluo
mitrajoon
morajameslaw
motoko_nl
mousavi1388
msvfab
mumke
mwolda
naseemfaqihi
nihonmama
noexpaffiliates
nyt_jenpreston
oli2be
persiankiwi
protesterhelprobertmackey
saeedjabbar
sarah_onweb
sashakane
shahrzadmo
sp4rrowh4wk
stavasoli
stopahmadi
stopahmadi2
susanneure
tajavioletta
tedchris
tehranbureau
tfsalomon
thefatherland
thetilo
tollwut
unstrung
veganswines
void00110000westandas1
zahra_sethna
Iran sources
Iran Interested NY Times colleagues
5.1
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Wrap up and Results
• Out of 480.000 Iran twitterers, we extracted the 100 most relevant Twitter sources contributing to this topic.
• Mackey himself has chosen 12 highly relevant Iran twitter sources.• Almost 60% of his Iran related blog entries show mentions of twitter
users as sources.• He uses his blog to post about Iran topics and then links to his
postings on twitter.• Based on keyword usage, his Iran interested twitter followers can be
categorized into interested and very interested readers.• While Mackey plays an intermediate role for interested readers, very
interested readers prefer to use the original sources instead.• For his colleagues - the group of Iran interested NY Times journalists
- Robert Mackey acts as strong intermediary.
?
? ? ?
20
Limitations & Implications• Limitations
– Single-case design, – Other sources than Twitter exist
• Implications – Practical
• Twitter as an outlet for journalists (binding element among social media platforms)• Interconnected media ecosystem with varying roles in media production and
consumption processes• Journalists can save cognitive work for their readers by selecting the right sources and
professionally filtering content.• Building one's own brand as a trusted expert becomes more relevant.
– Theoretical• Social Media Journalism allows for new roles• Opinion leader theory provides search patterns for roles in networks• Roles are not as strict as with original formulated theory (Burts)
– Methodological• Twitter is a valuable source to researchers• Closed platform architecture allows easy and complete data acquisition.