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Deeply Superficial Digital Media Engagement? 
The Case of Twitter and Movember 2013 
Jean Burgess @jeanburgess 
Elija Cass...
Digital Media 
and Health 
Benefits: 
• exploit the resources of patients themselves (Hejlesen et al. 
2001); 
• afford im...
Irrefutable Links Between Engagement, Behaviour Change and 
Clinical Outcomes
! 
! 
Prostate cancer is the 
most common cancer 
diagnosed in Australian 
men 
! 
In 2012, in Australia, 
approximately 7...
Keen (2007) The Cult of the Amateur - p.16
2003 - Melbourne: ‘Bring Back the Mo’ 
2004 - 480 Mobros and Mosistas (PCFA $54,000) 
2006 - Official Charity Status in Au...
Methods 
• In-house installation of 
YourTwapperkeeper 
• Keyword ‘movember’ 
• Data collection 01/10-4/12 
• 1,313,426 tw...
Activity over time
tweets & unique users over time 
#movember starts 
#movember ends
tweet types
tweet types over time
themes (EN only)
most active accounts (tweets)
most active accounts (tweet type)
most visible account?
most visible accounts (in-degree)
most visible accounts (activity)
top tweets
geolocation
languages
most-tweeted URLs 
URL CATEGORY DESCRIPTION 
h"ps://vine.co/v/hFQ2iArFHLQ selfie Joe 
Jonas 
Vine 
Video 
text: 
Support 
...
Awareness 
Clinical 
Outcomes 
Grooming and self care
Next Steps 
• Socioeconomic value 
of superficiality in a 
context that ‘matters’ 
• Boring data 
• Movember 2014 
• Cross...
Deeply Superficial Digital Media Engagement? The Case of Twitter and Movember 2013
Deeply Superficial Digital Media Engagement? The Case of Twitter and Movember 2013
Deeply Superficial Digital Media Engagement? The Case of Twitter and Movember 2013
Deeply Superficial Digital Media Engagement? The Case of Twitter and Movember 2013
Deeply Superficial Digital Media Engagement? The Case of Twitter and Movember 2013
Deeply Superficial Digital Media Engagement? The Case of Twitter and Movember 2013
Deeply Superficial Digital Media Engagement? The Case of Twitter and Movember 2013
Deeply Superficial Digital Media Engagement? The Case of Twitter and Movember 2013
Deeply Superficial Digital Media Engagement? The Case of Twitter and Movember 2013
Deeply Superficial Digital Media Engagement? The Case of Twitter and Movember 2013
Deeply Superficial Digital Media Engagement? The Case of Twitter and Movember 2013
Deeply Superficial Digital Media Engagement? The Case of Twitter and Movember 2013
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Deeply Superficial Digital Media Engagement? The Case of Twitter and Movember 2013

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Paper by Jean Burgess, Elija Cassidy and Ben Light, presented at #ir15 Association of Internet Researchers conference, Daegu, South Korea, October 2014

Published in: Social Media
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Deeply Superficial Digital Media Engagement? The Case of Twitter and Movember 2013

  1. 1. Deeply Superficial Digital Media Engagement? The Case of Twitter and Movember 2013 Jean Burgess @jeanburgess Elija Cassidy Ben Light @doggyb
  2. 2. Digital Media and Health Benefits: • exploit the resources of patients themselves (Hejlesen et al. 2001); • afford improved accessibility because they are said to be available 24 hours a day access and offer the pacing of treatment to suit individuals’ needs and lifestyles (Strecher 2007; Rice et al. 2012); • offer increased levels of interactivity and therefore, much more scope for public engagement than with the mass media (Turner-McGrievy et al. 2009; Ito and Brown 2010). ! Problems: • problems associated with such approaches particularly in terms of the perceived credibility of Internet sources (Eysenbach 2008)
  3. 3. Irrefutable Links Between Engagement, Behaviour Change and Clinical Outcomes
  4. 4. ! ! Prostate cancer is the most common cancer diagnosed in Australian men ! In 2012, in Australia, approximately 75% of people who died by suicide were men ! affecting only the outer part or surface of something: not deep or serious ! used to describe a quality, characteristic, etc., that can be seen in the outward appearance or manner of something or someone but that is not deep or genuine Superficiality
  5. 5. Keen (2007) The Cult of the Amateur - p.16
  6. 6. 2003 - Melbourne: ‘Bring Back the Mo’ 2004 - 480 Mobros and Mosistas (PCFA $54,000) 2006 - Official Charity Status in Australia, New Zealand, Beyond Blue, ($10m) 2007 - US, Canada and UK (73 projects funded) 2008 - Spain and Ireland 2009 - $106M, 630K Mobros and Mosistas 2010 - South Africa, Finland, Czech Republic, the Netherlands (352 projects funded) 2011 - Belgium, Denmark and Norway 2012 - Austria, France, Germany, Hong Kong, Singapore, Sweden and Switzerland 2012 - Google Chrome advert 2013 - $580M, >4M Mobros and Mosistas
  7. 7. Methods • In-house installation of YourTwapperkeeper • Keyword ‘movember’ • Data collection 01/10-4/12 • 1,313,426 tweets from 759,345 unique users • Standard ‘hashtag studies’ analytics: • activity over time • most visible/active users • language & location • themes, URLs etc
  8. 8. Activity over time
  9. 9. tweets & unique users over time #movember starts #movember ends
  10. 10. tweet types
  11. 11. tweet types over time
  12. 12. themes (EN only)
  13. 13. most active accounts (tweets)
  14. 14. most active accounts (tweet type)
  15. 15. most visible account?
  16. 16. most visible accounts (in-degree)
  17. 17. most visible accounts (activity)
  18. 18. top tweets
  19. 19. geolocation
  20. 20. languages
  21. 21. most-tweeted URLs URL CATEGORY DESCRIPTION h"ps://vine.co/v/hFQ2iArFHLQ selfie Joe Jonas Vine Video text: Support #Movember h"ps://twi"er.com/9GAG/status/398088029426163712/photo/ 1 meme pic photo montage of guy shaving his beard, in homage to a comic h"p://instagram.com/p/hCWcNhj8OE/ selfie instagram strip thingo sXthat ll of does @joejonas the same pre-­‐thing beard posted shavin bgy meme site h"p://uk.movember.com/mospace/8019173 movember official website James Arthur page UK movember site n/a broken n/a h"ps://twi"er.com/RealMrClean/status/398188267448696832/ promo Xe-­‐in promo cartoon 'selfie' of Mr Clean photo/1 h"ps://twi"er.com/JVReemer21/status/406140633737203712/ photo/1 promo Xe-­‐in James van Riemsdyk pic -­‐ player trading card h"ps://twi"er.com/bluthquotes/status/396505293980307456/ photo/1 promo Xe-­‐in George Michael Bluth with a moustache -­‐ AD Xe-­‐in h"ps://twi"er.com/NHLBruins/status/407249889593393152/ photo/1 promo Xe-­‐in Boston Bruins team mugshots with mos h"ps://twi"er.com/9GAG/status/398903255692242944/photo/ 1 meme pic Hobbit Dwarf cheat sheet beards infographic posted by meme h"ps://twi"er.com/TheLadBible/status/397113402797330433/ site 9GAG photo/1 meme pic Funny meme pic posted by ladmag site The Lad Bible h"p://ie.movember.com/mospace/8279381 movember official website BARTOSZ BAK page at US movember site h"ps://twi"er.com/TreatRepublic/status/ promo Xe-­‐in promo Xe-­‐in from @treatrepublic 397651224851677184/photo/1 h"ps://twi"er.com/TheLadBible/status/398074137622495233/ photo/1 meme pic cute cat pic from @theladbible h"ps://twi"er.com/TheHobbitMovie/status/ 403670367941570560/photo/1 promo Xe-­‐in LOTR promo Xe-­‐in using hobbit dward beard infographic meme h"ps://twi"er.com/spinozzi24/status/396643441049735169 meme pic Kevin Spinozzi promises to make it look like he has a moustache h"ps://www.movember.com/uk/register/ movember official website roeng hisitsr ahXeoand pifa hgee gaett ms 5o0v0e mRTbser UK h"ps://twi"er.com/stephenfry/status/396761607348301824/ selfie Stephen Fry moustache selfie photo/1 h"ps://twi"er.com/TheRealStanLee/status/ 403961551788339200/photo/1 selfie Stan Lee selfie h"ps://ca.movember.com/mobile/#profile/6928801 movember official website George Parros page at movember Canada h"ps://twi"er.com/GeorgeParros/status/ selfie George Parros selfie 395949227022356480/photo/1 n/a broken n/a h"ps://twi"er.com/HistoricalPics/status/401754082568044544/ photo/1 meme pic from @historicalpics The greatest mustache in the world in n/a broken 1n9/a77, 157 cm long h"p://us.movember.com/mospace/6246461 movember official website James Chofay page at US movember site
  22. 22. Awareness Clinical Outcomes Grooming and self care
  23. 23. Next Steps • Socioeconomic value of superficiality in a context that ‘matters’ • Boring data • Movember 2014 • Cross platform data

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