Embed Size (px)
DESCRIPTION
LAST UPDATED June 2012 Slides used in lecture on MAC201. 2nd half draws heavily on a paper by Prof. Simon Lindgren. Students are advised to read the paper.
Citation preview
1
MAC201
RESEARCHING NICHE AUDIENCES: HOW AND WHY
2
New opportunities
New interactions
New opportunities
New methodologies
NEW MEDIA
3
“For the first time in history…the media make possible a mass participation in a productive process at once social
and socialized, a participation whose practical means are in the hands of the masses themselves.”
- Baudrillard, 1985, p.2
Media is increasingly in the hands of society and participatory
Used for creating and maintaining personal relationships as much as it is for commerce and news generation.
NEW MEDIA
4
SOCIAL MEDIA MONITORING
5
SOCIAL MEDIA MONITORING
6
SOCIAL MEDIA MONITORING
7
SOCIAL MEDIA MONITORING
1. The first rule of Fight Club is you do not talk about Fight Club
2. The second rule of Fight Club is YOU DO NOT talk about Fight Club
Enter Facebook…
8
Web analytics measuring online conversations eg radian6
SOCIAL MEDIA MONITORING
9
Web analytics measuring online conversations eg jive
SOCIAL MEDIA MONITORING
10
Web analytics measuring online conversations eg socialmention
SOCIAL MEDIA MONITORING
11
UTOEYA, NORWAYANDERS BEHRING BREIVIK
13
• a deranged psychopathic killer
- (“A convicted gun fanatic”)• a death toll
– (“killing at least six people”)• eye-witness reports
– “It all happened so quickly that we ran or our lives”• questions about the motivations of
the killer
– (known to be a "gun freak”)
TYPICAL NEWS?
14
“Nordine Amrani, the lone-wolf gunman who died after killing five
people including a baby in a crowded Belgian square yesterday, had a long criminal record but not
one of mental instability.”
TYPICAL NEWS?
15
Lindgren, S (2011) ‘YouTube gunmen? Mapping participatory
media discourse on school shooting videos’, Media Culture Society
33(1): 123-136
Link in SunSpace
YOUTUBE GUNMEN?
17
Columbine (1999)
Eric Harris
Dylan Klebold
Jokela (2007)
Pekka-Eric Auvinen
Virginia Tech (2007)
Seung-Hui Cho
Kauhajoki (2007)
Matti Juhani Saari
YOUTUBE GUNMEN?
18
Media panic
Blame often leveled at new media (see Drotner, 1999)
Social media
Can ‘record, synthesize, and disseminate information that circumvents official channels of discourse’ (Andén-
Papadopoulos, 2009: 26)
YOUTUBE GUNMEN?
19
VIDEOS
20
4 popular videos about each shooting
Up to 7th September 2009
20,513 comments 50% about Columbine
the aim of this analysis is to map the discursive space of user comments to school shooting related footage rather than to
compare comments between the respective cases
YOUTUBE GUNMEN?
21
Quantitative measure of citations
Number of comments and responses
Qualitative relationships between nodes
Measure social influence (weak ties; strong ties)
Bibliometrics Social Network Analysis
YOUTUBE GUNMEN?
22
23
3 main discursive areas:
1) Bullying
2) Trauma
3) Social politics
YOUTUBE GUNMEN?
24
YOUTUBE GUNMEN?
25
#1
“Eric was a fricking psychopath, i.e. no reason other than he thought that he was superior to the rest of the human
race. They were not outcasts, they were not bullied. Everything in life does not come down to football, hate to
break it to you.”
#2
“That klebold kid has a girlfriend,went to prom, and was popular. The other kid was on the baseball team the year before. they were gun enthusiast, notice how they didn’t
kill any jocks or even shoot any for that matter. Most of the kids who died were in the library.”
YOUTUBE GUNMEN?BULLYING
26
#3
“He [Auvinen] wasn’t rejected. He had friends who noticed a couple of years ago that he started to become more and more distant. But he still had friends before the shooting tragedy.... And for the shooter, the shooting in Jokela high
school was a political statement. Sick, but he wasn’t rejected.”
#4
“This is a very terrible thing, and I believe no one deserves to be shot, not preps, not bullies, not jocks, no one!! Life is
High School, you just have to deal with it”
YOUTUBE GUNMEN?BULLYING
27
YOUTUBE GUNMEN?
28
#1
“this makes me feel ill to think someone could put a bullet into their classmates.”
#2
“My one hope is that at least a few of you who decided to post on this video would take the time to learn more about
what actually happened. To read such rants by so many ignorant people makes me feel so much sorrow for those
who were actually involved in this tragedy. They deserve so much better than most of the trash I’m reading here.”
YOUTUBE GUNMEN?TRAUMA
29
#3
“RIP? u fags he [Cho] killed 32 people and made no attempt to socialize himself dont pity him your he did something
wrong! god damn you people for feeling sorry for someone like this! hes a freekin physco he chose to do this he is an
asshole he does not deserve the sorrow your giving him just because you saw what he said on this vid and put a sad
song on it thats the only reason your saying RIP i say go to hell you son of a bitch!!!”
YOUTUBE GUNMEN?TRAUMA
30
YOUTUBE GUNMEN?
31
#1
“War is just like a school shooting, only in the school..no one ever praises the shooter, but in a war they get a fuckin
medal..Fuck your ideology..its filled with holes.”
#2
“LOL you pussy ass americans kill innocent soldiers DAILY in Iraq (half are your own damn people) but feel
sympathetic when 13 people get shot at school. It’s no wonder why the rest of the world hates you.”
YOUTUBE GUNMEN?SOCIAL POLITICS
32
#3
“And this doesn’t happen in Europe? what about Finland? And in holland kids stab teachers/ students on schools, so
don’t act like Europe is perfect with these things. The world fails with these things, not a certain part of the world.”
#4
“There was a similar shooting in Finland today, where the fuck is this world heading to? We need to fix our society
otherwise we are all fucked up.”
YOUTUBE GUNMEN?SOCIAL POLITICS
33
“White people didn’t start shooting up schools until they went to school with niggers.”
“Just another whitey doing school terror – like we need any more!”
“Cho Seung-Hui kiled white racists dead.”
“fuck this gook mother fucker..”
YOUTUBE GUNMEN?DISINHIBITION AND RACISM
34
Clearly there are stark contrasts between mainstream media discourses around school shootings when we
compare them to online commentary
Lindgren’s approach points to a method in which it is possible to parse, collect, collate, and analyze data across
social networks.
WHAT NEXT?
35
Real Time Social Media Monitoring
User Generated Content
Privacy issues?
Access?
‘walling off information posted by their users from the rest of the Web’ (Tim Berners-Lee, 2010).
RTSMM
36
Andén-Papadopoulos K (2009) ‘US Soldiers Imaging the Iraq War on YouTube’, Popular Communication 7(1): 17–27.
Baudrillard, J, Maclean, M, (1985). ‘The Masses: The Implosion of the Social in the Media’, New Literary History, Vol. 16, No. 3, p. 577-589.
Burns R, Crawford C (1999) ‘School Shootings, the Media, and Public Fear: Ingredients for a Moral Panic’, Crime, Law and Social Change 32(2): 147–68.
Coffey B, Woolworth S (2004) ‘“Destroy the Scum, and Then Neuter Their Families”: The Web Forum as a Vehicle for Community Discourse?’, Social Science Journal 41(1):
1–14.
Drotner K (1999) ‘Dangerous Media? Panic Discourses and Dilemmas of Modernity’, Paedagogica Historica 35(3): 593–619.
Lindgren, S (2011) ‘YouTube gunmen? Mapping participatory media discourse on school shooting videos’, Media Culture Society 33(1): 123-136
SOURCES
