Presentation at the "Düsseldorf Workshop on Interdisciplinary Approaches to Twitter Analysis", 14./15.9.2011

1. Twitter and the new regime of audience measurement @JanSchmidt Düsseldorf, 14.9.2011

3. … research programme „Betweenreception, interaction, andproduction– changingusers‘ rolesin convergingmedia“ at the Hans-Bredow-Institute

4. Upcoming 2.5-year-project „(Re-)Discovery oftheaudience“ (fundedby DFG)

5. Short report „Audiencemetrics 2.0“ for ZDF

6. Various research & publication projects on the transformation of the public spherePerspectives on „audience“ and „audience measurement“ Twitter and audience measurement An emerging regime? Audience Measurement 2 of 10

10. Participative mediation is complementing technical and professional mediation in networked public spheres (Neuberger/Nuernbergk/Rischke 2009)

11. Audience management as important part of self-disclosure and privacy in personal public spheres (Schmidt 2011) Audience Measurement 3 of 10

13. Regime of audience measurement in TV has stabilized over 60+ years: Usually monopolized system of „joint industry committees“ where broadcasters and advertisers put out tenders to specialized research companies (big players: AGB-Nielsen, TNS, GfK Telecontrol)

14. Trends in broadcast media audience measurement (following Bermejo 2009)

15. Automated, non-reactive „while you watch“-measuring

16. Individualized (instead of household-based) measuring

17. Measuring contact with smaller / shorter pieces of content

18. Near-live transfer and aggregation of measured dataTwitter (and other online media) is furthering these trends Audience Measurement 4 of 10

21. Metrics 2.0 Audience Measurement 6 of 10

24. Twitter is not only affording communication, but also aggregating and providing data – control over code and data provides powerful position

25. Additional actors include (media) companies, market researchers, academic researchers, consulting agencies, … who develop and establish their own methods and reports (e.g. Deutsche Twittercharts; Social Media Ranking; …)

26. Rapid technological innovation in terms of procedures and algorithms to automate the monitoring, aggregation, analysis, display etc. of audience data

27. No stable constellation… yet?

28. Twitter - for monetarization - as well as (media) companies – for evaluation of their activities on Twitter - have interest in establishing agreed-upon indicators and procedures

29. Technological dynamic, possibly also the transnational and transculturual nature of Twitter might prohibit stabilization of measurement regimes

30. Combination of science, control, consensus on procedure and trust has allowed previous regimes to emerge (Bourdon/Méadel 2011) – will the same happen with Twitter?Audience Measurement 8 of 10

32. How to compensate the working audience, when audience measurement is becoming „a process of appropriation – commercialization or commodification – of interactivity“ (Bermejo 2009, 149)

33. Are the „people formerly known as the audience“ also becoming self-aware as an audience? Might this even lead to strategic action (e.g. collectively exerting power to influence indicators)?

34. How is privacy and data protection maintained when all personal and interaction data is stored and monitored? Can informed consent to data-mining be pre-supposed?

35. … [probably many many more.. ]Audience Measurement 9 of 10

36. Thank you! Dr. Jan-Hinrik Schmidt Hans-Bredow-Institut Warburgstr. 8-10, 20354 Hamburg j.schmidt@hans-bredow-institut.de www.hans-bredow-institut.de www.schmidtmitdete.de www.dasneuenetz.de

38. Bourdon, J.; Méadel, C. (2011): Inside television audience measurement: Deconstructing the ratings machine. In: Media, Culture & Society, 33(5): 791-800.

39. Bruns, A. (2008): Blogs, Wikipedia, Second Life, and beyond. From production to produsage. New York u.a.: Peter Lang.

40. Neuberger, C.; Nuernbergk, C.; Rischke, M. (2009): Journalismus im Internet: Profession, Partizipation, Technisierung. Wiesbaden: VS.

41. Schiffers, O. (2010): Tools und Kennzahlen für das Social Web. In: Brauckmann, P. (Hg.): Web-Monitoring. Konstanz: UVK. 267-286.

42. Schmidt, J. (2011): (Micro)Blogs: Practices of Privacy Management. In: Trepte, S.; Reinecke, L. (Eds.): Privacy Online. Heidelberg: Springer.

43. Smythe, D. (1977): Communications: blindspot of Western Marxism. In: Canadian Journal of Political and Social Theory, 2(2): 1-27.