Snurb's blog

After the excitements of our research collaborations in Germany I've made my way to Amsterdam for the Social Media and the Transformation of Public Space conference (ASMC14 for short). We begin with a keynote by José van Dijck and Thomas Poell, which sets the theme for the conference. José begins by noting the growth of user-generated content platforms and social media over the past decade, replacing some intermediary organisations (from commercial industries to state institutions).

While some of this has been received very positively, this also raises issues of privacy and publicness – is the social Web a public space, and are social media users a new kind of public(s)? What is the role of social media in transforming public institutions, and in transforming public space?

I’m currently on the road again, as part of a trip which has already taken me through Hamburg (for a meeting with our research partners at the Hans-Bredow-Institut) and Göttingen (for the inaugural workshop of our new ATN-DAAD-funded research collaboration with colleagues at the Göttingen Digital Humanities Centre. The latter will focus especially on developing new methods for analysing and visualising social media networks, building on the considerable work we’ve already done in this area – and at the workshop last week we’ve already made good progress towards a few new ideas for what we can do. With my colleagues Jean Burgess and Darryl Woodford I also participated in a public symposium at the GCDH, and I’ll make the slides and audio from our talk available here soon.

I’ve continued to update my lists of publications and presentations over the past months, but I think it’s time to do another quick round-up of recent work before all the new projects start in earnest.

First off, my colleagues Darryl Woodford, Troy Sadkowsky and I have been making some good progress developing further methodological approaches to Twitter research – focussing this time especially on examining how accounts gain their followers (for some of the outcomes from that research, also see our coverage at Mapping Online Publics):

Axel Bruns, Darryl Woodford, and Troy Sadkowsky. “Towards a Methodology for Examining Twitter Follower Accession.” First Monday 19.4 (2014).

Axel Bruns and Darryl Woodford. “Identifying the Events That Connect Social Media Users: Charting Follower Accession on Twitter.” In SAGE Research Methods Cases. London: Sage, 2013.

More generally, I’ve also been involved in a couple of related publications led by Stefan Stieglitz from the University of Münster (one in English,  one in German) which highlight the contribution which the emerging field of social media analytics will be able to make to the disciplines of business informatics and information systems:

This blog has been somewhat slow again since the last round of conferences, and I'm hoping to do more in the future to change this. In the first place, I'm planning to post more regular updates again as I publish new articles and book chapters (watch out for a round-up of recent work soon, most of which already appear in my list of publications). There are also a number of new research projects which have started this year – and while more detailed updates about the day-to-day work of some of these will appear on Mapping Online Publics and the Website of the QUT Social Media Research Group, I'm planning to flag the most important outcomes from these projects here as well. And as always, updates are also available on Twitter through my own account @snurb_dot_info as well as @socialmediaQUT.

New Projects

Most importantly, I've just commenced my ARC Future Fellowship – a major four-year project which builds on my social media work and connects it with a number of other important data sources which shed light on the way Australian Internet users are engaging with news and current affairs. We'll continue to draw on large Twitter data (as well as, eventually, data from other social networks) which show the patterns of day-to-day activity around current events, and we'll correlate these patterns with data from Experian Hitwise, which track (anonymously and at very large scale) how Australian users search and browse the Web. Further, I'm also going to be able to incorporate some internal server data from Fairfax Digital (including its flagship mastheads Sydney Morning Herald and The Age) to investigate in more depth what articles users read and engage with on these sites.

It’s been a little quiet again here, as I’ve taken February and March off on Long Service Leave. That’s all about to change, though, because two major new research projects are about to start now – more of these soon.

For the moment, here’s my first conference presentation for 2014, from the Media Talk symposium at Griffith University in Brisbane. I used this to work through the three layers of communication on Twitter which Hallvard Moe and I have identified in our chapter in Twitter and Society, and to provide some examples for how these layers operate in practice.

This is also the first time I’m trying Penxy as a tool for archiving my slides with audio recordings, since Slideshare has made the unfortunate decision to discontinue its slidecasts and remove any audio recordings from its site. Most of my past slidecasts are therefore also on the Penxy site now, and I’ll try to update the existing links to recorded presentations on this site when I get a chance.

Here’s my talk:

Layers of Communication: Forms of Talk on Twitter

Now that I’m back in Australia from my extended conference trip, I immediately got back on a plane to travel to a freezing Melbourne, to present our social media research in crisis communication and beyond at the 2013 IBM Research Colloquium. Below are my slides and audio – many thanks again to Jennifer Lai and her team at IBM Research Australia for the invitation!

The next speaker at Digital Methods is Irmgard Wetzstein, whose interest is in social media monitoring tools. Social media monitoring is an increasingly important research area, of course, in both scholarly and commercial research, as the rise of 'big data' demonstrates. A social media monitoring industry has now emerged, providing a range of tools and services across various platforms. There are even systematic evaluations of the various tools, documenting this diversity.

If many such tools have emerged from commercial contexts, are they nonetheless also useful for scholarly purposes? Irmgard's study examined some 100 tools, focussing on tools which provide analytics for multiple social media platforms, and examined them across a range of parameters. Most of these tools are from the US or Canada, and focus on English-language content and user interfaces; largely, they focus on consumer, customer, and brand relations, but often offer broader thematic analysis, too.

The next paper at Digital Methods is by Nina Springer, who continues the framing theme. Classical framing research examines the impact of frames on audiences, while it is obvious that audiences aren't simply passive recipients, but actively engage with media frames; is this the case especially in new and social media spaces?

This is also a question about the plurality of opinion - the multiplicity of frames may point to the presence of diverse opinions in media coverage. This can also be understood from the perspective of interpretative repertoires: within any repertoire, multiple interconnected frames may exist and involve logics of evaluation, logics of action, and typical actors and structures.

The next Digital Methods panel starts with a presentation by Gianna Haake, whose interest is in framing analysis in social media. Social media texts are often very short, of course, making interpretation and framing analysis very difficult; attempts to analyse content may be inherited from other media forms, too, which may not always be appropriate. Where social media and mainstream media content intersect (e.g. in the form if user comments in news sites), user-generated content could be analysed as media content, or as a reaction to media content.

Frames can be described as persistent patterns of interpretation, and can be broken down into a number of elements which show that there are more than simply thematic contexts for debates; frames support interpretation and action, for example. How may we find indicators for frames, or frame elements, in the short user-generated texts of social media?