Digital social networking tools employed by social movements


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Ponencia presentada en el marco del ISA Congress, 2010, en Götenborg, Suecia.

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Digital social networking tools employed by social movements

  1. 1. DIGITAL SOCIAL NETWORKING TOOLS EMPLOYED BY SOCIAL MOVEMENTS. Elias Said Hung, PhD. Fundación Universidad del Norte (Colombia) at ISA Congress, 2010.
  2. 2. Objetive <ul><li>Present some of the main results generated through the Project “Participation and social relations from the online opinion leaders from Twitter in Colombia, Venezuela and Iran” </li></ul>
  3. 3. The project… <ul><li>Analyzed how participation and social relations are </li></ul><ul><li>constructed among most seen Top20 users in the countries </li></ul><ul><li>selected for the study. </li></ul><ul><li>The hypothesis: </li></ul><ul><li>Virtual social nets are promoting new social movements, starting with the generation of new participation and social relation models from these virtual scenarios. </li></ul>
  4. 4. The problems that motivate the project… <ul><li>The impact exerted by virtual social nets, such as </li></ul><ul><li>Facebook and Twitter in the follow up of: </li></ul>
  5. 5. Some aspects intended to response in the project… <ul><li>The traits that characterize the most seen Twitter users in Colombia, Venezuela and Iran; </li></ul><ul><li>The traits characterizing the messages published in the profiles of these users; </li></ul><ul><li>How are the social relations constructed and characterized within the these Top20 Twitter users; </li></ul><ul><li>The kind of influence exerted by these users on other members of these social nets; </li></ul><ul><li>The understanding of how is participation exerted within the profiles of the Twitter Top20 users </li></ul>
  6. 6. Methodology of the project… <ul><li>Qualitative-quantitative study through: </li></ul><ul><ul><li>Top20 users by study countries, sellected by TwitterCounter </li></ul></ul><ul><ul><li>The application of the measurement of existing quantitative indicators with the following online analysis tools: advanced engine of Twitter, Twerpscan, Tweetstat, Twitalyzer, Tweeteffect, TwitterCounter and RetweetRank . </li></ul></ul><ul><ul><li>The qualitative analysis of the messages related with the users analyzed was made under the basis of a sample by conglomerate with a reliability level of 95% and  = 0,05, where the last 20 Tweets published in each profile of the subjects of study (Total = 1.180 Tweets). </li></ul></ul>
  7. 7. The theory around the project…
  8. 8. The theory around the project… <ul><li>Katz – Forrester Research (2010): </li></ul>
  9. 9. About the news agenda… <ul><li>Social type messages , such as: : ¨ Put some serious pressure on your Senators to take action on clean energy & youth issues NOW! ¨, had less percentage value of the total set of messages analyzed. </li></ul><ul><li>Promoting messages , those promoting activities or information coming from other links or web portals, as for example: ¨@XXX: Today is won’t miss @XXX Time 5:30pm Watch it on the show @XXX Libra x you and for all, daddy! PROMOTIONAL ¨, are low using through Top20 ussers , being the case of Colombia and Iran where are most use it. </li></ul>
  10. 10. About the news agenda… <ul><li>The group of users analyzed who more news messages sent were the Top20 users of Venezuela (µ =23,94%), followed by Colombia (µ=17,25%) ; the most seen users in Iran are the ones who less news replicate in their messages (µ=10,75%). </li></ul><ul><li>Professional messages , that is, those related to the professional activities of the analyzed user, as for example: With @XXX in the PAULINA AND FRIENDS for its opening on Saturday here in MIAMI. Paulina great! ¨, covered about 10% of the messages analyzed in each of the group of users </li></ul>
  11. 11. About the news agenda… <ul><li>News Agenda Follow up Index (ISAN) get it make us note that, the analyzed users from Venezuela and Colombia are the ones who make the best use of their Twitter profiles for exposing comments or information related to the news agenda exposed in traditional media (µ-ISAN=0,41, in the case of Venezuela; and µ-ISAN=0,38, in the case of Colombia). On the other hand Iran users have the highest levels of creative exposition of messages not related to the news agenda exposed in traditional media with a µ-ISAN=0,29. </li></ul>
  12. 12. About the news agenda… Source : Elaborated by the author from data obtained from TweetStats on June 23 rd , 2010. Colombia (N-users=20) words related with technological aspects, connotation words, words related to the news agenda and action denoting words. Venezuela (N-users=17) words related with technological aspects, words related with the news agenda and connotation and action words Irán (N-users=20) connotative words are the most used in the Top 5 chart of key words, followed by formal language and time words, denotation and object words and words related with technological aspect
  13. 13. About the depth of the messages… Indicators Colombia* Venezuela** Irán*** µ Min Max Typical deviation. µ Min Max Typical deviation. µ Min Max Typical deviation. Retweet published in analyzed users (Percentage) 5,40 0 45 12,107 11,40 0 86 22,015 8,50 0 38 9,660 Replies published in analyzed (percentage) 21,00 0 74 23,513 21,40 0 88 31,309 23,35 0 72 25,417 Links published in analyzed users (percentage) 39,05 1 100 33,017 24,10 0 93 27,707 42,65 5 100 34,309
  14. 14. About the influence and participation <ul><li>The influence in Twitter by Top20 users in Colombia, Venezuela and Iran are determine by the model “ Spyder or net constructor ”. Therefore, we would be talking of users with a social net of medium size but socially connected with other nets. </li></ul><ul><li>The most seen users in Venezuela are the ones generating more impact within Twitter (µ=56,72% impact), while the users analyzed in Colombia and Iran possess a lesser average percentage (µ-Col=26,54% impact, and µ-Iran=29,97% impact). </li></ul>
  15. 15. As conclusion… <ul><li>In the case of Colombia and Venezuela the gaps concerning the existing opinion leader profile at social level as well as the chauvinist imaginary of Latin American societies in terms of gender due to the high percentage weight of men users. </li></ul><ul><li>The opinion leaders of each country use this social net as a specialized filter mechanism or as an increased divulgator of their messages transmitted from more traditional diffusion scenarios (radio, press, television). </li></ul>
  16. 16. As conclusion… <ul><li>In the case of Iran: </li></ul><ul><ul><li>The profile of opinion leaders collected in Twitter shows us a scenario where 35.3% are women from the Top20 most seen users in Iran. </li></ul></ul><ul><ul><li>The opinion leader spectrum is widened as the total number of users are non Iranian, localized and from recognition surroundings not linked with that country and especially linked to the United States, which would be helping to opening and access to a new type of information and messages not regulated from the existing power mechanisms in that country. </li></ul></ul>
  17. 17. As conclusion… <ul><li>From the most seen users analyzed in Colombia, Venezuela and Iran and in spite of the levels of differences found regarding the ISAN in each country the news agenda seems to be predominantly filled with personal messages where the online opinion leaders analyzed give a greater weight to the messages and/or comments where the personal position, autonomous creator of new topics not being exposed on the traditional media , are transmitted to his/her Followers . </li></ul>
  18. 18. As conclusion… <ul><li>They orient to leadership profiles with more affinities with culture , in the case of Colombia and Iran and to communications and culture in the case of Venezuela. </li></ul><ul><li>Top20 analyzed is not mediated , at least directly by those holding the political power at national level, but by those who are located in the sphere of the “Fourth Power” (media) and those who perform a distinguished role in the national and international cultural development. </li></ul>
  19. 19. As conclusion… <ul><li>The interconnection ability within the collectives studied, with other similar nets, which makes their relation less direct with their Followers , but more interconnected and able to make contact with Twitter members who are not their direct followers. </li></ul>
  20. 20. <ul><li>Elias Said Hung, Phd. </li></ul><ul><li>Full time professor and research at the Social Communication Department. </li></ul><ul><li>Director of the Education Observatory </li></ul><ul><li>Universidad del Norte (Colombia) </li></ul><ul><li>[email_address] </li></ul><ul><li>THANKS… </li></ul>