Coder Training Slides (v2.3)

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These are the coder training slides for my current study of digital activism campaign effectiveness.

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Coder Training Slides (v2.3)

  1. 1. GLOBAL DIGITAL ACTIVISM DATA SET 2.0 ADDENDUM Measure of Campaign Effectiveness CODER TRAINING December 2, 2013
  2. 2. RESEARCH QUESTION • How successful are digital activism campaigns, where success is defined as change over time which is consistent with the goals enunciated by the campaign?
  3. 3. METHOD • Use content analysis • ...to ask questions about a large number of digital activism campaigns • ...and end up with quantitative and comparable answers.
  4. 4. PURPOSE OF THIS CODING • To add variables that more accurately measure digital activism campaign effectiveness.
  5. 5. GENERAL PROCESS • Read descriptions of digital activism campaigns from blog posts and news stories provided to you. • ...and turn that information into comparable data. sources: Global Voices, Greenpeace, Fahamu
  6. 6. GENERAL PROCESS • 1. Read descriptions of digital activism campaigns.
  7. 7. GENERAL PROCESS • 2. Answer questions about those campaigns using the variables in the codebook.
  8. 8. GENERAL PROCESS • 3. Submit your variable values for each campaign using the online coder form.
  9. 9. THE VARIABLES You will code 11 variables for each case.
  10. 10. THE VARIABLES • 1: Coder and Case Meta-Data 1. Caseid: Unique Numeric Identifier 2. Coder: Your Name • 2: Measures of Goal Definition 1. Allgoal: Description of Campaign Goal(s) 2. Goalnum: Number of Campaign Goal(s)
  11. 11. THE VARIABLES • 3: Measures of Goal Realization 1. Allout: Description of Campaign Outcomes 2. Goalout: Description of Campaign Goals Realized 3. Goaloutnum: Number of Campaign Goals Realized 4. Goalouttype: Highest Level of Campaign Goal Realization 5. Nooutnum: Number of Goals for which Outcome Information Was Not Available • 4: Measures of Goal Non-Realization Outcomes 1. Posout: Description of Non-Goal Positive Outcomes 2. Negout: Description of Non-Goal Negative Outcomes
  12. 12. THE LOGIC If this helps - great! If not, ignore it :)
  13. 13. THE LOGIC There is not perfect alignment. All Campaign Goals All Campaign Outcomes
  14. 14. THE LOGIC Some goals do not result in outcomes. All Campaign Goals Some outcomes are not intended by the goals. All Campaign Outcomes
  15. 15. THE LOGIC Goals that do not correspond to outcomes NOOUTNUM All campaign goals ALLGOAL GOALNUM These represent goals for which outcome information is not available. Goals that correspond to outcomes GOALOUT GOALOUTNUM GOALOUTTYPE These represent goals that are achieved. All Campaign Outcomes ALLOUT Outcomes that do not correspond to goals POSOUT NEGOUT These represent unintended outcomes of the campaign.
  16. 16. THE LOGIC Evaluating success requires not only the determination of the extent to which goals are realized. Additional outcomes of the campaign, both consistent and inconsistent with those goals, should also be taken into account. Goals that do not correspond to outcomes NOOUTNUM All campaign goals ALLGOAL GOALNUM These represent goals for which outcome information is not available. Goals that correspond to outcomes GOALOUT GOALOUTNUM GOALOUTTYPE Outcomes that do not correspond to goals POSOUT NEGOUT These represent goals that are achieved. These represent unintended outcomes of the campaign.
  17. 17. THE LOGIC Another way to understand the outcome variables: Goal-Inconsistent Goal-Consistent Positive Negative Goal Realization (empty set) Goal Non-Realization Non-Goal Negative Outcomes NEGOUT Measures of Goal Realization GOALOUT GOALOUTNUM GOALOUTTYPE Non-Goal Positive Outcomes POSOUT
  18. 18. NOW LET’S READ THROUGH THE CODEBOOK

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