Mapping Online Publics (Part 1)
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The document presents a research project on social media and public communication, focusing primarily on Twitter and its role in disseminating information during critical events. It details methodologies for data extraction and analysis, emphasizing the significance of hashtags and dynamic visualizations of network interactions. The findings highlight the evolution of communication patterns during events such as the Christchurch earthquake and Australian political discussions.
Mapping Online Publics (Part 1)
- 1. Mapping Online PublicsAxel Bruns / Jean BurgessARC Centre of Excellence for Creative Industries and Innovation, Queensland University of Technologya.bruns@qut.edu.au – @snurb_dot_info / je.burgess@qut.edu.au – @jeanburgesshttp://mappingonlinepublics.net – http://cci.edu.au/
- 2. Project: New Media and Public CommunicationARC Discovery (2010-12) – A$410.000Axel Bruns (CI), Jean Burgess (SRF) – QUT, BrisbaneLars Kirchhoff, Thomas Nicolai (PIs) – Sociomantic Labs, BerlinProject blog: http://mappingonlinepublics.net/Year 1 Year 2 Year 3Social network sources: YouTube
- 3. Flickr
- 4. Twitter
- 5. blogsResearch tool development and baseline dataBaseline information: data extraction
- 6. content creation statistics
- 7. patterns in terms and themes
- 8. baseline social networking map
- 9. interconnections between social network spacesContent creation patternsChanges over time: short-term statistics
- 10. regular / seasonal patternsCluster profiling: common themes / patterns
- 11. lead usersFocus on specific eventsCultural dynamics: rapid spread of new ideas
- 12. communication across clusters
- 13. thematic discourse analysis
- 14. relationship with main- stream media coverageResearch tools: network crawler
- 15. content scraper
- 16. content analysis
- 17. network analysisMethodology – Twapperkeeper
- 21. Key ToolsData capture:Twapperkeeper / yourTwapperkeeperFollow and capture all tweets including set keywordsExport in standardised CSV / TSV formatData processing:GawkProcess CSV / TSV files – filter, extract, summariseExcelStatistical analysis and graphingData visualisation:GephiStatic and dynamic network visualisation
- 22. #hashtag- / Keyword-Based DatasetsHashtags:Crises and other unforeseen acute events – #qldfloods, #spillForeseeable short-term events – #royalwedding, #comtech2011Longer-term and periodic events – #ausvotes, #qandaHashtag communities – #auspol, #phdchatIronic and emotive hashtags – #winning, #failHashtag memes – #ThanksGetUp, #tweetlikecharliesheenKeywords:Brands, celebrities, places – Qantas, Obama, BrisbaneAbbreviations and other unique identifiers – NATO, NBA, NCC1701Markers for current themes – tsunami (vs. #tsunami)Twitter user names – captures tweets mentioning themWhat’s missing:Pre-filtering of matching tweets (e.g. by location of participating users)Capture of follow-on communication (if not using those terms)‘Button’ retweets – not currently captured by yourTwapperkeeper
- 23. #ausvotes: Overall Activity (17 July – 24 Aug. 2010)
- 24. #ausvotes: Mentions of the Leaders
- 25. #ausvotes: Mentions of the Leaders (cumulative)
- 28. #ausvotes: Discussion Network17 July to 25 Aug. 2010 / All @replies / Node size: Indegree / Node colour: betweenness centrality
- 29. Dynamic @reply Network VisualisationsDynamic visualisation:Showing @replies / retweets as they are madeConnections fading again after a set timeframe, unless renewedNetwork structure either fixed or dynamically adjustedRudd/Gillard leadership challenge, 23 June 2010:#spill discussion – from first rumours to confirmed challengeVisualised for 18:00 to midnightsee dynamic animation on Mapping Online Publics
- 30. Twitter and the 22 Feb. Christchurch Earthquake: #eqnz 22/2 23 24 25 26 27 28 1/3 2 3 4 5 6 7
- 31. Twitter and the Christchurch Earthquake: #eqnz @repliesmainstream mediaauthoritiesutilities
- 32. Twitter and the Christchurch Earthquake: tweet types
- 33. Twitter and the Christchurch Earthquake: tweet types
- 34. Twitter and the Christchurch Earthquake: #eqnz @repliesChanging @reply patterns with the move from rescue to recovery:
- 35. Twitter and the Christchurch Earthquake: #eqnz Themes
- 36. Twitter and the Christchurch Earthquake: #eqnz Themes
- 37. Twitter and the Christchurch EarthquakeTowards better strategies for social media in disasters:February 2011 earthquake building on lessons learnt in 2010#eqnz and key Twitter accounts already establishedSeveral key accounts sharing the load and dividing responsibilitiesMore experienced use of Twitter by residents and authoritiesClear shift in attention after the immediate rescue phase:Marked differences in list of most @replied/retweeted accountsSome tracking of current problems / issues / fears may be possibleDecline in overall tweet volume / diversification of #hashtags?
- 38. And now for something... – #royalwedding
- 39. ...completely different – ‘Qantas’: @replies + #hashtags
- 40. Understanding Australian Twitter UseWhat is the Australian Twitteruserbase?Large-scale snowballing projectStarting from selected hashtag communities (e.g. #ausvotes, #qldfloods, #masterchef)Identifying participating users, testing for ‘Australianness’:Timezone setting, location information, profile informationRetrieving follower/followee information for each account (very slow)Progress update:~550,000 Australian users identified so far
- 42. Football (rugby)SportsFootball (soccer)Twitter CelebritiesSouth AustraliaWineBusiness, PR, MarketingMedia, Journalism, PoliticsFollower/followee network:~40,000 Australian Twitter users(of ~440,000 known accounts so far) in-degree 20+, dark lines = mutual,colour = indegree, size = outdegreeMusic