Social Media as Part of the Wider Mediasphere
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Social Media as Part of the Wider Mediasphere

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Keynote presented at the Australian Teachers of Media Queensland State Conference, 25 May 2012.

Keynote presented at the Australian Teachers of Media Queensland State Conference, 25 May 2012.

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Social Media as Part of the Wider Mediasphere Social Media as Part of the Wider Mediasphere Presentation Transcript

  • Social Media as Partof the Wider MediasphereAssoc. Prof. Axel BrunsARC Centre of Excellence for Creative Industries and InnovationQueensland University of Technology, Brisbane, Australiaa.bruns@qut.edu.au – @snurb_dot_infohttp://mappingonlinepublics.net/ http://mappingonlinepublics.net/
  • Why Social Media? o Social Media: o Facebook: 10+ million users in Australia o Twitter: ~2 million users in Australia o User-generated content and discussions o Themes from personal through professional to public(news.com.au) (theage.com.au) (abc.net.au) http://mappingonlinepublics.net/
  • Social Media in Australiao Various platforms: o Facebook, Twitter, Google+ – general social media o LinkedIn, Xing – professional networking o YouTube, Flickr, Twitpic, … – video- and photosharing o Google Maps, Ushahidi – map-based information mashups  Different tools for different purposeso Various levels of maturity: o Uses and use practices still developing o Different demographic reacho Technological differences: o e.g. Facebook: built around personal networks; semi-private; discussion threads o e.g. Twitter: open, flat network; public #hashtag conversations; update stream http://mappingonlinepublics.net/ View slide
  • Uses of Social Mediao Key uses: o Everyday communication and social connection o Breaking news and crisis communication o Political debate and discussion o Shared audiencing: backchannel to mass media o Professional networking and exchange o Specialist / enthusiast interests o PR, marketing, and corporate communication o Customer feedback and tech support o … and many more … http://mappingonlinepublics.net/ View slide
  • #spill: 23 June 2010, 6-7 p.m.
  • #spill: 23 June 2010, 7-8 p.m.
  • #spill: 23 June 2010, 8-9 p.m.
  • Why Twitter?o Researching Twitter: o Significant world-wide social network o ~200 million users (but how many active?) o Varied range of uses: from phatic communication to emergency coordination o Healthy third-party ecosystem (for now) o Strong history of user innovation: @replies, #hashtags; Twitter clients, trackers, bots o Flat and open network structure: non-reciprocal following, public profiles by default o Good API for gathering data for research http://mappingonlinepublics.net/
  • #hashtag Publicso #hashtags o ‘#’ + keyword makes tweets easily discoverable and marks themes o E.g. #ausvotes, #qldvotes, #qldfloods, #fail, #headdesk, #facepalmero Publics o Attend to matters of shared concern with some level of co-awareness o Varied in intensity and temporality o Emergent, constituted via discourse & affecto #hashtag publics o Not all hashtags constitute publics; Twitter doesn’t ‘contain’ publics o What are the various patterns in the dynamics of different hashtag-based publics? o What might account for these differences? http://mappingonlinepublics.net/
  • #qldfloods Tweets10 Jan 2011 11 Jan 2011 12 Jan 2011 13 Jan 2011 14 Jan 2011 15 Jan 2011
  • #qldfloods Themes From CCI Report #qldfloods and @QPSMedia: Cr , Bruns et al. (2012) Every 20th tweet coded.
  • #qldfloods @replies a toits uh rie m int a m d a s em e ia r
  • Message Amplification on Twitter http://mappingonlinepublics.net/
  • Beyond Hashtagso Publics on Twitter: o Micro: @reply and retweet conversations o Meso: hashtag ‘communities’ o Macro: follower/followee networks Multiple overlapping publics / networkso What drives their formation and dissipation?o How do they interact and interweave?o How are they interleaved with the wider media ecology?o Twitter doesn’t contain publics: publics transcend Twitter http://mappingonlinepublics.net/
  • Understanding Australian Twitter Useo What is the Australian Twitter userbase? o Large-scale snowballing project o Starting from selected hashtag communities (e.g. #ausvotes, #qldfloods, #masterchef) o Identifying participating users, testing for ‘Australianness’: o Timezone setting, location information, profile information o Retrieving follower/followee information for each account (very slow)o Progress update: o ~950,000 Australian users identified so far, ~21m connections  ~2 million Australian users in total? http://mappingonlinepublics.net/
  • The Australian Twittersphere? Follower/followee network: ~120,000 Australian Twitter users (of ~950,000 known accounts by early 2012) colour = outdegree, size = indegree
  • Real Estate Jobs Property HR Business Parenting Thematic Clusters Design Business Property Mums Craft Arts Web Social Media Creative Tech Food Perth PR Wine Marketing / PR Advertising IT Beer Tech Creative Social Design ICTs NGOs Fashion Utilities Farming Social Policy Beauty Services Agriculture Net Culture Adelaide Opinion Books Theatre Greens News Literature Film Arts Publishing ALP Hardline Progressives News @KRuddMPConservatives @JuliaGillard Radio Conservatives TV Music Journalists Triple J Talkback Dance Breakfast TV Hip Hop Cycling Celebrities Union Evangelicals Swimming NRL V8s Football Teens Au Christians str Cricket Teaching Hillsong AFL alia e-Learning Schools nB Jonas Bros. Beliebers and s
  • #Hashtag Participation Follower/followee network: ~120,000 Australian Twitter users (of ~950,000 known accounts by early 2012) size = indegree
  • #auspol Follower/followee network: ~120,000 Australian Twitter users (of ~950,000 known accounts by early 2012) colour = #auspol tweets, size = indegree
  • #ausvotes Follower/followee network: ~120,000 Australian Twitter users (of ~950,000 known accounts by early 2012) colour = #ausvotes tweets, size = indegree
  • #wikileaks Follower/followee network: ~120,000 Australian Twitter users (of ~950,000 known accounts by early 2012) colour = #wikileaks tweets, size = indegree
  • #qldfloods Follower/followee network: ~120,000 Australian Twitter users (of ~950,000 known accounts by early 2012) colour = #qldfloods tweets, size = indegree
  • #eqnz Follower/followee network: ~120,000 Australian Twitter users (of ~950,000 known accounts by early 2012) colour = #eqnz tweets, size = indegree
  • #aflgf Follower/followee network: ~120,000 Australian Twitter users (of ~950,000 known accounts by early 2012) colour = #aflgf tweets, size = indegree
  • #nrlgf Follower/followee network: ~120,000 Australian Twitter users (of ~950,000 known accounts by early 2012) colour = #nrlgf tweets, size = indegree
  • #masterchef Follower/followee network: ~120,000 Australian Twitter users (of ~950,000 known accounts by early 2012) colour = #masterchef tweets, size = indeg.
  • #royalwedding Follower/followee network: ~120,000 Australian Twitter users (of ~950,000 known accounts by early 2012) colour = #royalwedding tweets, size =
  • theaustralian.com.au URLs Follower/followee network: ~120,000 Australian Twitter users (of ~950,000 known accounts by early 2012) colour = tweets with URLs, size = indegree
  • abc.net.au URLs Follower/followee network: ~120,000 Australian Twitter users (of ~950,000 known accounts by early 2012) colour = tweets with URLs, size = indegree
  • ABC accounts Follower/followee network: ~120,000 Australian Twitter users (of ~950,000 known accounts by early 2012) blue: official, red: personal ABC accounts
  • Understanding Twitter Publicso #hashtags: o Useful coordinating mechanism for core discussion o Relatively easy to capture and analyse o Fails to capture non-hashtagged tweets about the topic o Good case studies, but very little comparative work to dateo National / global Twittersphere maps o Crucial contextual baseline for #hashtag case studies o Slow and laborious data gathering process, never complete o Very long-term perspective, beyond most funded projects o Indispensable for study of Twitter as a public space http://mappingonlinepublics.net/
  • ‘Big Data’ and the Digital Humanitieso Emerging needs in Twitter research: o Unified, compatible methods and metrics for Twitter analysis  Tools and approaches shared at http://mappingonlinepublics.net/ o Powerful infrastructure for long-term, high-volume tracking of Australian public communication on Twitter  Data access requires substantial funding stream o Facilities for long-term data storage and preservation  Key roles for National Library, National Archives o Integration with related datasets (e.g. MSM content)  Need to address data interoperability questionso Twitter as a test case for digital humanities research o Widespread, open, public platform for everyday communication o Tool for observing society at scale through Internet research http://mappingonlinepublics.net/
  • Social Media, ‘Big Data’, and Student Skillso Interdisciplinary skill sets: o Media & communication to understand the media environment o Maths and statistics to deal with ‘big data’ o Computer science to develop tools to process social media data o Communication design to develop effective visualisations o Writing and communication skills to communicate the results o Over to you… http://mappingonlinepublics.net/
  • New Media and Public Communication: Mapping Australian User-Created Content in Online Social Networkso Australian Research Council (ARC) Discovery Project (2010-13) – $410,000 o QUT (Brisbane), Sociomantic Labs (Berlin) o First comprehensive study of Australian social media use o Computer-assisted cultural analysis: tracking, mapping, analysing blogs, Twitter, Flickr, YouTube as ‘networked publics’ o Builds on previous work of the research team (UCC, YouTube, blogosphere mapping) o Advances beyond established approaches – beyond political blogospheres, beyond snapshots o Addressing the problem of scale (‘Big Data’) and disciplinary change in media, cultural and communication studies – natively digital methods o Studying society with the Internet (Richard Rogers) http://mappingonlinepublics.net/
  • http://mappingonlinepublics.net/@snurb_dot_info@jeanburgess@_StephenH@DrTNitins@timhighfield@cdtavijit http://mappingonlinepublics.net/