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Analyzing #serviziopubblico: networked publics, appointment based television and the structure of Twitter conversation
 

Analyzing #serviziopubblico: networked publics, appointment based television and the structure of Twitter conversation

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Presentation delivered during the 4th national STS Italia conference. Rovigo, 22 June 2012....

Presentation delivered during the 4th national STS Italia conference. Rovigo, 22 June 2012.

Authors

Fabio Giglietto [fabio.giglietto@uniurb.it], Luca Rossi [luca.rossi@uniurb.it]
Department of Communication Studies - University of Urbino Carlo Bo

Abstract

The public by default nature of Twitter messages, together with the adoption of the #hashtag convention, led during the last few years to the creation of a digital space able to host world-wide conversation on almost every kind of topic (Bruns, 2011; Honeycutt & Herring, 2009; Huberman, Romero, & Wu, 2009; Marwick & boyd, 2010). Beside the adoption of hashtag based conversations as a way to deal with crisis and natural disasters, this practices has been largely adopted as an effective way to share the experience of watching television. So far research on this phenomenon has been focused mainly on large media events (Dayan & Katz, 1994) where Twitter participation occurred as part of the media experience of a single and unique event (Rossi, Magnani, & Iadarola, 2011). These topical discussions take place outside of the standard Twitter network made of follower and followee and represent one of the most interesting recent examples of social shaping of digital media. Hashtag conversations, as well as the idea of the hashtag itself, do not come, in fact, with Twitter’s original feature but instead exploit available affordances of the media (Bruns, 2011; Tumasjan, Sprenger, Sandner, & Welpe, 2010).
This paper bring a substantial contribution to the understanding of how Twitter users’ real practices can reshape the experience of contemporary television by focusing on the study of an appointment based TV show: Servizio Pubblico. Servizio Pubblico is a political talk show aired weekly starting from November 3rd 2011 simultaneously, both on Pay-TV, a large number of local broadcasters and streamed online live on several websites. This peculiar airing/streaming strategy, as well as the more traditional weekly appointment schedule, represents an unexplored scenario for Twitter based studies.
The paper will focus on the following research questions:
RQ1. Is the Twitter conversation network of Servizio Pubblico changing over the several weeks of the show airing? Is it possible to identify a definite set of participants or are they changing every week?
RQ2. Is the conversation mainly made of comments on what is happening in the show or the topic addressed by the TV show actually ignite some debate?
RQ3. Can the Twitter activity be considered as a good indicator of a TV show success? How can it be compared with more traditional data such as the number of viewer or the audience share?

The three RQs will be addressed by analyzing, with a quanti-qualitative methodology, a dataset of over 90,750 Tweet containing the #serviziopubblico hashtag gathered starting from the October 26th 2010.

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    Analyzing #serviziopubblico: networked publics, appointment based television and the structure of Twitter conversation Analyzing #serviziopubblico: networked publics, appointment based television and the structure of Twitter conversation Presentation Transcript

    • IV STS Italiana National Conference Rovigo 21-23 June 2012Analyzing #serviziopubblico: networked publics, appointment based television and the structure of Twitter conversation Fabio Giglietto – Università di Urbino Carlo Bo Luca Rossi – Università di Urbino Carlo Bo
    • #serviziopubblico:Political TV show aired from Nov. 3rd2011 to June 7th 2012 (27 episodes)Multiplatform: Satellite TV + Local TV +Streaming(partially) Crowdfunded: 100ksubscribers rised more than 1M €
    • #serviziopubblico: 14 12.03 12 10.42 10 9.7 8.88 8.08 8.01 7.75 7.65 7.66 7.5 8 6.89 6.85 7.08 7.02 6.71 6.11 5.93 6.3 6.2 6.2 6.26 6 6 5.2 4.99 4 2 0 Share (%)
    • research questions:RQ1. Is the Twitter conversation network of Servizio Pubblico changingover the several weeks of the show airing time? Is it possible to identify adefinite set of participants or are they changing every week?RQ2. Is the conversation mainly made of comments on what is happeningon the TV show or the topic raised by the TV show are able to ignite somedebate?RQ3. Can the Twitter activity be considered as a good indicator of a TVshow success? How can it be compared with more traditional data suchas the number of viewer or the audienceshare?
    • dataset:Twitter data acquired throughdiscovertext from Oct. 26th 2011 toJune 1st 2012.158.240 tweets31599 usersSubdataset: airing time of 25 episodesof the show (9.00 pm – 00.30 am)
    • 0 10000 12000 2000 4000 6000 8000 2011-Oct-26 2011-Oct-31 2011-Nov-05 2011-Nov-10 2011-Nov-15 2011-Nov-20 2011-Nov-25 2011-Nov-30 2011-Dec-05 2011-Dec-10 2011-Dec-18 2011-Dec-23 2011-Dec-28 2012-Jan-02 2012-Jan-07 2012-Jan-12 2012-Jan-17 2012-Jan-22 2012-Jan-27 2012-Feb-01 2012-Feb-06 2012-Feb-11 2012-Feb-16 2012-Feb-21 2012-Feb-26 2012-Mar-02 2012-Mar-07 2012-Mar-23 2012-Mar-28 2012-Apr-02 2012-Apr-07 2012-Apr-12 2012-Apr-17 2012-Apr-22 2012-Apr-27 2012-May-02 2012-May-07 2012-May-12 2012-May-17 2012-May-22 2012-May-27Twitter activity 2012-Jun-01
    • RQ1. Is the Twitter conversation network of ServizioPubblico changing over the several weeks of theshow airing time? Is it possible to identify a definiteset of participants or are they changing every week?
    • users tweet1% 28%9% 36%90% 1% of the users made 28% of the tweets while 36% 90% of the users made 36% of the tweets Users’ activity (whole dataset)
    • The average user twitted during almost 2 episodes (1,88)[var 4,15 σ 2,03]Core group:(> 50% of episodes) 177 users (0,78% of the users)
    • Core group activity: tweet ReTweet RT/Tweet n Core 22178 4139 18,6% 177 Group (19%) (14%) Main 92902 25233 27,1% 21996 Group
    • @net (177 core users)
    • RQ2. Is the conversation mainly made of commentson what is happening on the TV show or the topicraised by the TV show are able to ignite somedebate?
    • 6000 5000 4000RT 3000 2000 1000 0 0 1000 2000 3000 4000 5000 6000 Tweet originali
    • Qualitative analysis:Title: Celentano c’èDate: 23 Febbraio 2012Audience: 1.688.000Share: 6,71 %Tweet (21:00 – 00:30): 8604Coded Tweet: 8604
    • Coding Matrix: Inbound Outbound subjective Emotion Opinion objective Att. seeking Information *ReTweets and @reply have not been codedTweeting about TV: Sharing television viewing experiences via social media messagestreams by D. Yvette Wohn and Eun–Kyung Na. First Monday, Volume 16, Number 3 - 7March 2011
    • Attention Seeking: «Mi sono perso qualcheinformazione e/o riflessione indispensabile stasera?Sempre gli stessi ospiti no? #serviziopubblico »[timoteocarpita – 00:15]Emotion: «Celentano io ti amo #serviziopubblico»[dashingdesiree – 22:45]«Confermo: Celentano è un coglione#serviziopubblico»[Geras0ne – 22:44]
    • Information: « “La RAI sembra una succursale delVaticano” Marco Travaglio #serviziopubblico »[beaimpera – 23:35]Opinion: «#serviziopubblico Sono d’accordo conBelpietro, cosa sto fumando ? »[memolabile – 22:28]
    • 10 15 20 25 35 40 45 30 0 5 2012-02-23 21:00 2012-02-23 21:04 2012-02-23 21:08 2012-02-23 21:12 2012-02-23 21:16 2012-02-23 21:20 2012-02-23 21:24 2012-02-23 21:28 Sondaggio web 2012-02-23 21:32 2012-02-23 21:36 Mineo 2012-02-23 21:40 2012-02-23 21:44 2012-02-23 21:48 2012-02-23 21:52 Belpietro 2012-02-23 21:56 2012-02-23 22:00 2012-02-23 22:04 2012-02-23 22:08 2012-02-23 22:12 Annunziata 2012-02-23 22:16Attention Seeking 2012-02-23 22:20 2012-02-23 22:24 2012-02-23 22:28 2012-02-23 22:32 Belpietro 2012-02-23 22:36 2012-02-23 22:40 Isola ser pubbEmotion 2012-02-23 22:44 2012-02-23 22:48 2012-02-23 22:52 Celentano 2012-02-23 22:56 2012-02-23 23:00 2012-02-23 23:04 2012-02-23 23:08 Dario FoInformation 2012-02-23 23:12 Franca Rame 2012-02-23 23:16 2012-02-23 23:20 2012-02-23 23:24 2012-02-23 23:28 2012-02-23 23:32 BelpietroOpinion 2012-02-23 23:36 Annunziata 2012-02-23 23:40 2012-02-23 23:44 2012-02-23 23:48 2012-02-23 23:52 2012-02-23 23:56 2012-02-24 00:00 Annunziata / farfallina 2012-02-24 00:04 2012-02-24 00:08 Di Pietro airtime (23/02/2012 21:00-00:30) 2012-02-24 00:12 2012-02-24 00:16 2012-02-24 00:20 Coded Tweet created during the show 2012-02-24 00:26
    • RQ3. Can the Twitter activity be considered as agood indicator of a TV show success? How can it becompared with more traditional data such as thenumber of viewer or the audienceshare?
    • Viewers Tweet activity correlation Tweet Tweet RT Url Tweet/RT (21:00 – 00:30) Originaliviewers - 0,15 - 0,06 - 0,25 - 0,30 0,58
    • Conclusions:• There is a relativly small and extremly active part of the audience following the show on Twitter on a regular basis;• The topics discussed by Twitter users are strictly related to the contents of the show;• Is not possible to find a significative correlation between the users activity on Twitter and the audience of the show;
    • Future works:- Comparative analysis with types of TV shows and other italian political shows- Developing an improved codebook for Twitter TV viewing- Evaluating more complex audience previsional models
    • AcknowledgementsThanks to Servizio Pubblico staff forprovinding both the detailed share andstructure of the whole season episodes;Thanks to Mario Orefice for the help incoding the data.