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  • 1.
    Andersson, Jonas
    et al.
    Södertörn University, School of Culture and Education, Media and Communication Studies.
    Hammarlund, Johan
    M-Brain AB.
    Kontextförlust och kontextkollaps: Metodproblem vid innehållsanalys av sociala medier2016In: Nordicom Information, ISSN 0349-5949, Vol. 38, no 3, p. 41-55Article in journal (Refereed)
    Abstract [en]

    The article proposes that social media platforms enable large volumes of user-driven circulation of media content, and argues for a combination of qualitative and quantitative considerations when analysing data from such platforms. Issues of context are vital; context must be understood both qualitatively (cultural setting) and quantitatively (statistical reference points for comparison). The authors emphasise that the possibilities of ‘big data’ should not tilt analyses so that sensitivities to subtler meanings are lost. By examining a recent research project of our own, examples are given of how topological network analysis can be successfully combined with close readings of strategically selected parts of the data and how, by doing so, context shifts can be identified that increase the reliability of the analysis. Consequently, it is recommended that mere number crunching is not enough, and that questions of ‘how,’ ‘why,’ and ‘whether’ are required in order to understand the phenomena in their societal settings. 

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