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Content Analysis 10-11-11

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Lessons from content analysis component of my thesis

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Content Analysis 10-11-11

  1. 1. Interactive behaviours in constituency level onlinecampaigns in the 2010 UK General Election Benjamin Lee Institute for social change benjamin.lee@postgrad.manchester.ac.uk 1
  2. 2. BACKGROUND Part of a PhD looking at the use of Web campaigns Previous work had looked at adoption of online campaign tools, but how were they used? Web 2.0 services built on interactivity, creates the possibility for innovation? Specifically wanted to measure the level of interactive behaviour campaigns were engaging in 2
  3. 3. REQUIREMENTS Had to measure different levels of interactivity  Public dialogue  Potential dialogue  Site based interactivity Had to cover the entirety of a web presence across three platforms  Website  Facebook  Twitter Had to be relatively simple, 300+ campaigns in a week 3
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  5. 5. RESULTS – PUBLIC DIALOGUE 5
  6. 6. RESULTS – POTENTIAL DIALOGUE 6
  7. 7. RESULTS – SITE BASED INTERACTIVITY 7
  8. 8. LESSON 1 – IDENTIFYING WEBSITES How can we identify websites? Web 2.0 has shifted analysis away from individual sites to collections of sites, we need to consider web presences How can these be identified, especially when we don’t know the context Practical difficulties in tracking down websites  Google  Tweetminster  Facebook search 8
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  10. 10. LESSON 2 – WEB 2.0 IS DIFFERENT Difficult to identify equivalent behaviours across platforms  Common interactive behaviours on websites are very uncommon on social networks e.g. downloading material  Social networks also very structured, difficult for campaigns to do new things  Interactivity is inbuilt into Web 2.0 platforms 10
  11. 11. LESSON 3 – KNOW YOUR MEASUREMENTS What is content analysis actually measuring? Consider an aggregate interactivity index either additive or based on PCA Can we really combine public dialogue, potential dialogue and site-based interactivity? Is a Facebook message as interactive or more interactive than a Twitter message? Are we measuring behaviours or design decisions and organisational choices? 11
  12. 12. LESSON 4 – THE FUTURE IS UNWRITTEN Future developments mean more complications  Google +  Diaspora  Mobile applications/html 5  Proprietary social networks LibDemACT, MembersNet, MyConservatives  ?  ‘I think Google Plus will change all that… Because you can search on issues, you link it up with Twitter and it’s designed to interact with other social networks, it’s somewhere between Live Journal, Facebook and Twitter all rolled into one’  Lib-Dem Campaign Manager Innovation within current platforms e.g. Facebook pages Also, changes in user behaviour and attitudes e.g. Privacy on Facebook 12

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