An Innovative Methodological Approach to Analysing Social Media Movements

Emma Anne Connolly
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Abstract

Social media movements take place in an increasingly volatile technological landscape. Researchers who want to analyse their spread must navigate methodological challenges relating to data accessibility, combining qualitative and quantitative data, and remaining attentive to the shifting technological affordances of social media platforms. In response to key challenges, the paper outlines an innovative, three-fold methodological approach to the analysis of social media movements integrating three strands: the Linguistic, Material, and Processual (LMP). Using the hashtag #JeSuisCharlie as a case study, the paper demonstrates how an LMP approach can provide richer insights into social media movements which would be missed by most current methods. Its low-cost design, flexible approach, and technical accessibility equips the researcher in anticipation of further change in the technical landscape. The framework outlined in the paper can be applied to other social media platforms.
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分析社交媒体运动的创新方法论
社交媒体运动发生在日益动荡的技术环境中。想要分析其传播情况的研究人员必须应对方法论上的挑战,这些挑战涉及数据的可获取性、定性和定量数据的结合,以及对社交媒体平台不断变化的技术能力的关注。为应对主要挑战,本文概述了一种创新的三重方法论,即整合语言、材料和过程(LMP)三方面内容的社交媒体运动分析方法。本文以 #JeSuisCharlie 标签为案例,展示了 LMP 方法如何为社交媒体运动提供更丰富的洞察力,而这些洞察力会被大多数现有方法所遗漏。其低成本的设计、灵活的方法和技术上的易用性使研究人员能够预见技术领域的进一步变化。本文概述的框架可应用于其他社交媒体平台。
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