Introduction to Keynote talk to SoM PGR Conference

1. © 2021 Katrina Pritchard. All rights reserved.
REIMAGINING RESEARCH IN A DIGITAL AGE
or
WHAT HAPPENS WHEN RESEARCH GOES ONLINE?
Professor Katrina Pritchard
k.l.pritchard@swansea.ac.uk
@ProfKPritchard
katrinapritchard.wordpress.com
INTRODUCTION SLIDES TO KEY NOTE PRESENTATION: SOM PGR
CONFERENCE JUNE 2021
THIS SUMMARY VERSION EXCLUDES VISUALS AND WORKED EXAMPLE
FROM CURRENT RESEARCH

2. © 2021 Katrina Pritchard. All rights reserved.
WHAT DO I MEAN BY “REIMAGINING RESEARCH IN A DIGITAL AGE”?
• Conducting empirical research is essentially a process of extraction followed by a
process of abstraction
• We extract words, numbers, images (or whatever) then through various
methodological interventions we abstract meaning
essentially all research is like making an omelette
though we select different pans, garnish, plates etc. through our methodological
choices
Visuals removed from summary version

3. © 2021 Katrina Pritchard. All rights reserved.
WHAT DO I MEAN BY “REIMAGINING RESEARCH IN A DIGITAL AGE”?
• Because our identity as researchers is so vested in this abstraction of
meaning (in short, our contribution), empirical researchers tend towards
reifying data as some ‘thing’ capable of meaning, as meaningful.
• When we reimagine what research might mean in a digital age I argue we
need to pay more attention to issues of extraction and abstraction, but
suspect we might actually be paying less.

4. © 2021 Katrina Pritchard. All rights reserved.
WHAT DO I MEAN BY “REIMAGINING RESEARCH IN A DIGITAL AGE”?
• Our (research) experience of the world is increasingly mediated via digital
means, and of course we can argue this has been exacerbated over the last 14
months
• Our participants/organizations/societies are more digital:
• digital work or labour as a particular type
• work digitalisation as generic aspect of many employees experience
• the digital everyday blurring of boundaries between work and different spheres of
activity
• new or extended divisions globally, socioeconomically and educationally e.g.
digital poverty

5. © 2021 Katrina Pritchard. All rights reserved.
WHAT HAPPENS WHEN RESEARCH GOES ONLINE?
Therefore in taking research online, or any move that seeks to engage with the
digital, we need to critically engage with issues such as:
• Authenticity
• Hybridity
• Multimodality
• Temporality
• Sociomateriality

6. © 2021 Katrina Pritchard. All rights reserved.
WHAT HAPPENS WHEN RESEARCH GOES ONLINE?
There are also significant practical issues to consider:
• research ethics
• skills, training and experience
• technical support
• funding for equipment, software, digital tools
• deadlines and timescales
• mixed/multi method complexity

7. © 2021 Katrina Pritchard. All rights reserved.
USEFUL RESOURCES: METHODS
• AOIR Ethics Committee Recommendations (2019) https://aoir.org/reports/ethics3.pdf
• Cotter, K. (2019). Playing the visibility game: How digital influencers and algorithms negotiate influence on
Instagram. New Media & Society, 21(4), 895-913.
• Caliandro, A and Gandini, A (2017) Qualitative research in digital environments: A research toolkit. Routledge.
• Fielding et al. (eds.) (2017) The SAGE handbook of online research methods. Sage. (VERY EXPENSIVE)
• Hine, C. (2012) Understanding Qualitative Research: The Internet in the Understanding Qualitative Research Series,
Oxford University Press
• Hine, C. (2015) Ethnography for the internet. Bloomsbury.
• Kozinets, R.V (2019) Netnography: The essential guide to qualitative social media research. Sage.
• Pearce, W., Özkula, S. M., Greene, A. K., Teeling, L., Bansard, J. S., Omena, J. J., and Rabello, E. T. (2018). Visual cross-
platform analysis: digital methods to research social media images. Information, Communication & Society, 1-20.
• Rogers, R (2019) Doing Digital Methods. Sage.
• Snee et al. (eds) (2016) Digital Methods for Social Science: An Interdisciplinary Guide to Research Innovation. 1st edition.
Palgrave Macmillan
• Veltri (2020) Digital Social Research 1st edition. Polity Press

8. © 2021 Katrina Pritchard. All rights reserved.
USEFUL RESOURCES: QUALITATIVE PLATFORM RESEARCH
Facebook: Glozer, S., Caruana, R., and Hibbert, S. A. (2019). The Never-Ending Story: Discursive Legitimation in Social Media
Dialogue. Organization Studies, 40(5), 625-650
Instagram: Duffy, B. E., and Hund, E. (2015). “Having it All” on Social Media: Entrepreneurial Femininity and Self-Branding
Among Fashion Bloggers. Social Media + Society, 1(2).
YouTube: Bell, E., and Leonard, P. (2018). Digital Organizational Storytelling on YouTube: Constructing Plausibility Through
Network Protocols of Amateurism, Affinity, and Authenticity. Journal of Management Inquiry, 27(3), 339-351
REDDIT: Chang-Kredl, S., and Colannino, D. (2017). Constructing the image of the teacher on Reddit: Best and worst
teachers. Teaching and Teacher Education, 64(C), 43-51
Twitter: Castelló, I., Etter, M., Nielsen, F.A. (2016). Strategies of Legitimacy through Social Media: The Networked Strategy.
Journal of Management Studies, 53(3): pp. 402-432.
Mumsnet: Moor, L., and Kanji, S. (2019). Money and relationships online: communication and norm formation in women’s
discussions of couple resource allocation. The British Journal of Sociology, 70(3), 948-968.
Wikipedia: Jemielniak, D. (2014). Common knowledge?: An ethnography of Wikipedia. Stanford University Press
Website: Swan, E. (2017). Postfeminist Stylistics, Work Femininities and Coaching: a Multimodal Study of a Website. Gender
Work and Organization, 24(3), 274-296.
Online evaluation: Orlikowski, W. J., and Scott, S. V. (2014). What Happens When Evaluation Goes Online? Exploring
Apparatuses of Valuation in the Travel Sector. Organization Science, 25(3), 868-891.

9. © 2021 Katrina Pritchard. All rights reserved.
& SOME OTHER METHODS STUFF FROM ME
Symon, G; Pritchard, K and Hine, C (2021) Research Methods for Digital Work: Investigating distributed, multimodal
and mobile work OUP – out October 2021
Whiting R and Pritchard K (2020) Collecting Qualitative Data via Digital Methods. SAGE.
https://uk.sagepub.com/en-gb/eur/collecting-qualitative-data-using-digital-methods/book267730
Pritchard, K (2020) Examining Web Images: A combined visual analysis (CVA) approach. European Management
Review 17(1), 297-310
Pritchard, K and Whiting, R (2017) ‘Analysing web images’ in SAGE Handbook of Qualitative Business and
Management Research Methods Volume 2 (Eds. Cassell, C; Cunliffe, A and Grandy, G) Sage
Whiting, R and Pritchard, K (2017) ‘Digital Ethics’ in SAGE Handbook of Qualitative Business and Management
Research Methods Volume 1 (Eds. Cassell, C; Cunliffe, A and Grandy, G) Sage.
Pritchard, K (2012) Combining Qualitative Methods in Symon, G and Cassell, C “Qualitative Organizational Research:
core methods and current challenges” Sage. pp. 132-148.
Pritchard, K and Whiting, R (2012) ‘Autopilot? A reflexive review of the piloting process in qualitative e-research’
Qualitative Research in Organizations and Management, 7 (3) 338-353.