Digital Methods 2013

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 …

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 …

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 …

The final speakers in this Digital Methods panel are Jürgen Grimm and Christiane Grill. They're interested in moving beyond the analysis of individual tweets to the aggregation of Twitter data which can be used reliably in media research. This requires the use of transparent and clear search or tracking strategies, and a further manual reduction of the data to weed out irrelevant material; further, the intertextual connections of tweets need to be identified and examined, both between each other and with external texts (e.g. from mass media).

The idea in this is to move from an atomistic Twitter universe, based …

The second speaker this morning at Digital Methods is Andreas Jungherr, who shifts our focus back to Twitter: he is interested in how we may use observations from this platform to understand what happens in society as such. What, if anything, may we read out of, for example, the patterns around an election which could help us predict the outcome of the election?

In the German election 2009, for example, Andreas found substantial activity around the Pirate Party, but this is an artefact of the specific demographics of Twitter in the country at the time rather than a sign …

The second day at Digital Methods in Vienna starts with a speed panel which begins with a paper by Philip Sinner on the German Bundesliga's social media activities. Football is a popular and everyday culture phenomenon in Germany, and has an important place in people's lives; the clubs themselves do professional PR work, of course, but have yet to fully embrace social media as part of this work. How successful is this in managing identities, relationships, and information to date? What are they trying to do? Which social media platforms are they using?

Philip examined the various social media offerings …

The final paper in this Digital Methods panel is by Axel Maireder and Stefan Schlögl, whose interest is in the #aufschrei discussion about sexism in German politics. How did this emerge from a small-scale conversation on Twitter to a major trending hashtag, and subsequently to a cross-media event, over the course of a few hours? What happened here was the growth of a communicative network in the form of a partial public or issue public related to the topic on Twitter, interleaved with other publics as enabled by the conventional mainstream media.

New forms of discussion fora and spaces …

The next presentation in this Digital Methods panel is by Christoph Neuberger and Sanja Kapidzic, whose focus is on the question of how to define themes and topics in online communication. Using single keywords to define topics is too simplistic, and there often is an implication that we know what a topic is when we see it - but what exactly is a topic?

Sometimes, specific labels do emerge for given topics, which makes tracking them easier, but these labels themselves may evolve. In live topics it becomes necessary to track these themes and continue to update the markers of …

The next panel at the Digital Methods conference begins with a panel by Theresa Sauter and me, on the viral distribution of links to the video of Julia Gillard's "misogyny" speech in 2012 as it was posted in full on the ABC News site. Unfortunately the audio recording didn't work out, so below are the slides only - do make sure you click on the links to see the video and the animations of the emerging retweet network.