Social Media as Part of the Wider Mediasphere

http://mappingonlinepublics.net/http://mappingonlinepublics.net/

Social Media as Part of the Wider MediasphereAssoc. Prof. Axel BrunsARC Centre of Excellence for Creative Industries and InnovationQueensland University of Technology, Brisbane, Australia

[email protected] – @snurb_dot_infohttp://mappingonlinepublics.net/

http://twitter.com/snurb_dot_info

http://mappingonlinepublics.net/

Why Social Media?

o Social Media:o Facebook: 10+ million users in Australiao Twitter: ~2 million users in Australiao User-generated content and discussionso Themes from personal through professional to public

(news.com.au) (theage.com.au) (abc.net.au)


Social Media in Australiao Various platforms:

o Facebook, Twitter, Google+ – general social mediao LinkedIn, Xing – professional networkingo YouTube, Flickr, Twitpic, … – video- and photosharingo Google Maps, Ushahidi – map-based information mashups Different tools for different purposes

o Various levels of maturity:o Uses and use practices still developingo Different demographic reach

o Technological differences:o e.g. Facebook: built around personal networks; semi-private;

discussion threadso e.g. Twitter: open, flat network; public #hashtag

conversations; update stream


Uses of Social Media

o Key uses:o Everyday communication and social connectiono Breaking news and crisis communicationo Political debate and discussiono Shared audiencing: backchannel to mass mediao Professional networking and exchangeo Specialist / enthusiast interestso PR, marketing, and corporate communicationo Customer feedback and tech support

o … and many more …

#spill: 23 June 2010, 6-7 p.m.

#spill: 23 June 2010, 7-8 p.m.

#spill: 23 June 2010, 8-9 p.m.


Why Twitter?

o Researching Twitter:o Significant world-wide social networko ~200 million users (but how many active?)o Varied range of uses:

from phatic communication to emergency coordinationo Healthy third-party ecosystem (for now)o Strong history of user innovation:

@replies, #hashtags; Twitter clients, trackers, botso Flat and open network structure:

non-reciprocal following, public profiles by defaulto Good API for gathering data for research


#hashtag Publicso #hashtags

o ‘#’ + keyword makes tweets easily discoverable and marks themeso E.g. #ausvotes, #qldvotes, #qldfloods, #fail, #headdesk,

#facepalmer

o Publics o Attend to matters of shared concern with some level of co-

awarenesso Varied in intensity and temporalityo Emergent, constituted via discourse & affect

o #hashtag publicso Not all hashtags constitute publics; Twitter doesn’t ‘contain’ publicso What are the various patterns in the dynamics of different hashtag-

based publics?o What might account for these differences?

#qldfloods Tweets10 Jan 2011 11 Jan 2011 12 Jan 2011 13 Jan 2011 14 Jan 2011 15 Jan 2011

#qldfloods Themes

From CCI Report #qldfloods and @QPSMedia: Crisis Communication on Twitter in the 2011 South East Queensland Floods, Bruns et al. (2012)

Every 20th tweet coded.

#qldfloods @replies

mainstream media

authorities


Message Amplification on Twitter


Beyond Hashtagso Publics on Twitter:

o Micro: @reply and retweet conversationso Meso: hashtag ‘communities’o Macro: follower/followee networks

Multiple overlapping publics / networks

o What drives their formation and dissipation?o How do they interact and interweave?o How are they interleaved with the wider

media ecology?o Twitter doesn’t contain publics: publics transcend

Twitter


Understanding Australian Twitter Use

o What is the Australian Twitter userbase?o Large-scale snowballing projecto Starting from selected hashtag communities

(e.g. #ausvotes, #qldfloods, #masterchef)o Identifying participating users, testing for ‘Australianness’:

o Timezone setting, location information, profile informationo Retrieving follower/followee information for each account

(very slow)

o Progress update:o ~950,000 Australian users identified so far, ~21m

connections ~2 million Australian users in total?

The Australian Twittersphere?

Follower/followee network:~120,000 Australian Twitter users(of ~950,000 known accounts by early 2012) colour = outdegree, size = indegree

Thematic ClustersPerth

Marketing / PR

DesignWeb

Creative

FarmingAgriculture

HardlineConservatives

ConservativesJournalists

ALPProgressives

Greens

News

OpinionNews

NGOsSocial Policy

ITTech

Social MediaTechPR

Advertising

Real EstateProperty

JobsHR

Business

BusinessProperty

Parenting

Mums CraftArts

FoodWine

Beer

Adelaide

SocialICTs

CreativeDesign

FashionBeauty

UtilitiesServices

Net Culture

BooksLiteraturePublishing

Film

TheatreArts

RadioTV Music

DanceHip Hop

Triple J

TalkbackBreakfast TVCelebritiesCycling

Union

NRL

Football

CricketAFL

SwimmingV8s

Evangelicals

Teachinge-Learning

Schools

ChristiansHillsong

Teens

Jonas Bros.Beliebers

Austra

lian

Bands

@KRuddMP

@JuliaGillard

#Hashtag Participation

Follower/followee network:~120,000 Australian Twitter users(of ~950,000 known accounts by early 2012) size = indegree

#auspol

Follower/followee network:~120,000 Australian Twitter users(of ~950,000 known accounts by early 2012) colour = #auspol tweets, size = indegree

#ausvotes

Follower/followee network:~120,000 Australian Twitter users(of ~950,000 known accounts by early 2012) colour = #ausvotes tweets, size = indegree

#wikileaks

Follower/followee network:~120,000 Australian Twitter users(of ~950,000 known accounts by early 2012) colour = #wikileaks tweets, size = indegree

#qldfloods

Follower/followee network:~120,000 Australian Twitter users(of ~950,000 known accounts by early 2012) colour = #qldfloods tweets, size = indegree

#eqnz

Follower/followee network:~120,000 Australian Twitter users(of ~950,000 known accounts by early 2012) colour = #eqnz tweets, size = indegree

#aflgf

Follower/followee network:~120,000 Australian Twitter users(of ~950,000 known accounts by early 2012) colour = #aflgf tweets, size = indegree

#nrlgf

Follower/followee network:~120,000 Australian Twitter users(of ~950,000 known accounts by early 2012) colour = #nrlgf tweets, size = indegree

#masterchef

Follower/followee network:~120,000 Australian Twitter users(of ~950,000 known accounts by early 2012) colour = #masterchef tweets, size = indeg.

#royalwedding

Follower/followee network:~120,000 Australian Twitter users(of ~950,000 known accounts by early 2012) colour = #royalwedding tweets, size = indeg.

theaustralian.com.au URLs

Follower/followee network:~120,000 Australian Twitter users(of ~950,000 known accounts by early 2012) colour = tweets with URLs, size = indegree

abc.net.au URLs

Follower/followee network:~120,000 Australian Twitter users(of ~950,000 known accounts by early 2012) colour = tweets with URLs, size = indegree

ABC accounts

Follower/followee network:~120,000 Australian Twitter users(of ~950,000 known accounts by early 2012) blue: official, red: personal ABC accounts


Understanding Twitter Publics

o #hashtags:o Useful coordinating mechanism for core discussiono Relatively easy to capture and analyseo Fails to capture non-hashtagged tweets about the topico Good case studies, but very little comparative work to date

o National / global Twittersphere mapso Crucial contextual baseline for #hashtag case studieso Slow and laborious data gathering process, never completeo Very long-term perspective, beyond most funded projectso Indispensable for study of Twitter as a public space


‘Big Data’ and the Digital Humanities

o Emerging needs in Twitter research:o Unified, compatible methods and metrics for Twitter analysis

Tools and approaches shared at http://mappingonlinepublics.net/o Powerful infrastructure for long-term, high-volume tracking of

Australian public communication on Twitter Data access requires substantial funding stream

o Facilities for long-term data storage and preservation Key roles for National Library, National Archives

o Integration with related datasets (e.g. MSM content) Need to address data interoperability questions

o Twitter as a test case for digital humanities researcho Widespread, open, public platform for everyday

communicationo Tool for observing society at scale through Internet research


Social Media, ‘Big Data’, and Student Skills

o Interdisciplinary skill sets:o Media & communication to understand the media

environmento Maths and statistics to deal with ‘big data’o Computer science to develop tools to process social

media datao Communication design to develop effective

visualisationso Writing and communication skills to communicate the

results

o Over to you…


New Media and Public Communication: Mapping Australian User-Created Content

in Online Social Networkso Australian Research Council (ARC) Discovery Project

(2010-13) – $410,000o QUT (Brisbane), Sociomantic Labs (Berlin)

o First comprehensive study of Australian social media useo Computer-assisted cultural analysis: tracking, mapping,

analysing blogs, Twitter, Flickr, YouTube as ‘networked publics’

o Builds on previous work of the research team (UCC, YouTube, blogosphere mapping)

o Advances beyond established approaches – beyond political blogospheres, beyond snapshots

o Addressing the problem of scale (‘Big Data’) and disciplinary change in media, cultural and communication studies – natively digital methods

o Studying society with the Internet (Richard Rogers)

http://mappingonlinepublics.net/http://mappingonlinepublics.net/


@snurb_dot_info@jeanburgess@_StephenH@DrTNitins@timhighfield@cdtavijit

Education

Social Media as Part of the Wider Mediasphere