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Social Media Network Mapping

From Lazarsfeld to Data Science: Elihu Katz on the Persistent Relevance of the Two-Step Flow

Impressively, the Monday keynote at ICA 2018 is by Elihu Katz, whose considerable impact on communication research does of course reach back to the 1950s. He begins by noting the important role that Paul Lazarsfeld played in restoring interpersonal communication to the study of communication, a development which is crucial to the study of social networks today.

Lazarsfeld became interested in radio in the 1930s, and was also intrigued by the psychology of decision-making; he combined this in his studies of voters in Ohio over an extended period of time. This enabled him to identify voters who changed their minds during the course of an election campaign – a change which was attributed not mainly to media coverage, but to the role of better-informed opinion leaders. This was the basis for the theory of the two-step flow, which was be proven in subsequent studies that examined the roles of both influencers and influencees and identified different spheres of influence.

A New Map of the Australian Twittersphere

Together with some of my colleagues from the QUT Digital Media Research Centre, I’ve just released a new, detailed analysis of the structure of the Australian Twittersphere. Covering some 3.72 million Australian Twitter accounts, the 167 million follower/followee connections between them, and the 118 million tweets posted by these accounts during the first quarter of 2017, the new article with Brenda Moon, Felix Münch, and Troy Sadkowsky, published in December 2017 in the open-access journal Social Media + Society, maps the structure of the best-connected core of the Australian Twittersphere network:

The Australian Twittersphere in 2016: Mapping the Follower/Followee Network

Twitter is now a key platform for public communication between a diverse range of participants, but the overall shape of the communication network it provides remains largely unknown. This article provides a detailed overview of the network structure of the Australian Twittersphere and identifies the thematic drivers of the key clusters within the network. We identify some 3.72 million Australian Twitter accounts and map the follower/followee connections between the 255,000 most connected accounts; we utilize community detection algorithms to identify the major clusters within this network and examine their account populations to identify their constitutive themes; we examine account creation dates and reconstruct a timeline for the Twitter adoption process among different communities; and we examine lifetime and recent tweeting patterns to determine the historically and currently most active clusters in the network. In combination, this offers the first rigorous and comprehensive study of the network structure of an entire national Twittersphere.

I published a preview of some of the study’s key findings in The Conversation in May 2017. Meanwhile, my paper at the Future of Journalism conference in Cardiff in September 2017 built on this new Twittersphere map to test for the existence of echo chambers and filter bubbles in Australian Twitter – and found little evidence to support the thesis:

Bots in the U.K.'s Brexit Referendum

The next speaker in this AoIR 2017 session is Marco Bastos, whose focus is on the Brexit referendum. He notes that a substantial number of bots were active in the Brexit debate on Twitter, yet many of these accounts disappeared immediately after the referendum. But it is also important to distinguish between different bots: there are legitimate bot developers that offer such accounts, while genuine, highly active users are sometimes also misidentified as bots.

Reply Trees in the Australian Twittersphere

The next speaker in this AoIR 2017 is my DMRC colleague Brenda Moon, whose focus is on reply chains on Twitter. There are a number of ways in which replies are chained together, and in fact the term 'reply tree' may be preferable to 'reply chains': there may be many replies to the same original tweet only, or a long dyadic interaction over a series of tweets, or various permutations between these two extremes.

Patterns in Media References in the Dutch Twittersphere

The second paper in this AoIR 2017 session is by Daniela van Geenen and Mirko Schäfer, whose focus is on 'fake news' on Twitter. They began by tracking activities in the Dutch Twittersphere, and identified a number of communities within this userbase; within these communities, news and other information are being shared, and a process of social filtering takes place.

Analysing Filter Bubbles in the Facebook Newsfeed

The next presenter at Future of Journalism 2017 is Anja Bechmann, who shifts our focus to news engagement within the private and semi-private spaces of Facebook. Here, the Facebook newsfeed serves at least in part also as a news platform, where news stories are shared and curated in a collaborative fashion. News, here, is variously a journalistically, user-, and algorithmically defined concept.

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