social media and social movements: descriptive metaanalysis 2011-2014
TRANSCRIPT
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Networks of Protests, Protests on Networks A descriptive analysis of the relationship between
Social Media and Social Mobilization
Comunicación y Política Activismo en Redes Sociales
Marcelo Luis B. dos Santos, PhDc (@celoo) Noviembre 2015
Context
• How do you feel about the expressions: • “Twitter Revolution” (Iran, 2009) • “Facebook Revolution” (Egypt, 2011)
• How do you feel about the expression “slacktivism”?
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Research Question 1
•What’s the state of the art in Communications Field about the relationship between:
SOCIAL MEDIA (SMed)
&
SOCIAL MOVEMENTS (SMov)
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Research Question 2
Can methodological (quantitative x qualitative x mixed methods approach; use of theory, schools of thought etc.) or descriptive variables/options (place/time of research, academic tie etc.) interfere or bias, to some extent, the results?
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Sampling Criteria
• 4 Indexes –EBSCO Communication & Mass Media Complete (CMMC) –Thomson-‐Reuters Web of Science (WoS) –Latindex –SciELO
• 3 Languages –Portuguese –Spanish –English
• Lapse of time: Jan 2011 -‐ June 2014 (42 months)5
Sampling Criteria
• Keywords (fields “Title” and/or “Abstract”) – ‘Social Media’ –‘Social Networks’ –‘Protests’ –‘Collective Action’
Plus all equivalents in Spanish and Portuguese for Latindex and SciELO
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Sample Criteria
• Initial sample: 90 articles • Final sample: 56 articles Exclusion criteria:(a) Social Media didn’t play such a significant role in the research (for example studies centered on Internet in general)
-‐ Tunç, 2013: relevant discussion on the effect of Social Media on freedom of expression in a country with a restricted naponal media system. Protagonist: censorship.
(b) The analysis of the role of the Social Media was not directly related in some measure to the Social Movements.
-‐Earl, 2010: Discussion over the use of diffusion theory to study social mobilizapon. Protagonist: method. 7
Sample Results
56 articles means: • All Continents • Countries where protests took place: –21 different countries –Regions or sub-‐regions (‘South of Africa’, ‘Northern Africa’, ‘Europe’, ‘Arab World’ etc.)
• 25 different Social Movements or Protests –OWS, Indignados (15M), Arab Spring, Jornadas de Junho, Movimiento Estudiantil de Chile, Irán 2009, India Against Corruption (IAC), Biafra (Nigeria), NTU (Singapore), Peace Talks (Tasmania), Lybia, Unibrennt (Austria) and others. 8
Procedures
• Coding 1/2
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Category Variable Description and/or Metadata Example
IDENTIFICATION
Title Title of the Article The Arab Spring and Online Protests in Iraq
Author Ahmed K. Al Rawi
Publication Name of journal where the article was published International Journal of Communication
Index Communication & Mass Media Complete; Web of Science; Latindex, Scielo Web of Science
Language Spanish, English, Portuguese English
Year of Publication Year of the article's publication online 2014
Year of Case Year of the studied case (if applies) 2011
Place of Author's Academic Tie
Country where the author (or authors) have academic ties Holland
Place of the Case Country where the studied case happened (if applies) Iraq
THEME
Analyzed Relationship SMed-‐SMov
SMed & Activism; SMed & Democracy; SMed & Social Mobilization; SMed & Traditional Media; SMed & Organizational Communication.
Social Media and Activism
Analyzed Case Name of the specific case of study (if applies) Protests in Iraq -‐ February 2011
Procedures
• Coding 2/2
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Category Variable Description and/or Metadata Example
METHOD
Strategy Qualitative, Quantitative or Mixed-‐Methods Quantitative
Method Details Specific Method(s) used in the study (i.e. Digital Ethnography, Content Analysis etc.) Digital Ethnography (Webometric)
Sample Description of the used sample 5 pages FB; 805 videos YT and its 2.839 comments
Analysis Unit Research's Analysis Unit Facebook; YouTube
Observation Unit Research's Observation Unit Posts, videos, comments on videos
THEORYTheory Use Evident Use; Applied Framework/Model; Mere
Reference to theory; Atheoretical. Atheoretical
Theory Used Name(s) of the Theory or Theories used in the article not applicable
RESULTS
Observed Relationship between SMed-‐SMov
Positive: SMed somehow enhace SMov; Neutral or Weighted: Relationship is inconclusive; there is no observable relationship or there's a weighted relationship between SMed and SMov; Negative: SMed interfere negatively in SMov.
Positive
Key Variable: Observed Relationship
• Positive: explicitly stated positive relationship –Maireder and Schwarzenegger conclude that their analysis “shows that social media communication was pivotal for the 2009 Austrian student protests” (2011, p. 189)
–“[media] oligopolies had their structures irreversibly shaken” (Gonçalves, 2013, p. 62, translated by author)
–“[Social Media] have become important resources for the mobilization of collective action and the subsequent creation, organization, and implementation of social movements around the world” (Eltantawy & Wiest, 2011, p. 1207)
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Key Variable: Observed Relationship
•Weighted: cautious statements –Cabalin states that while the greater use of SMed predicts greater probability of participation in street protests (Valenzuela, 2013), “it cannot be considered as a trigger of those actions” (2014)
–“However, we also acknowledge the limitations of cyberactivism efforts, as represented in these Facebook pages, in bringing about the desired results in terms of actual political change on the ground” (Khamis & Vaughn 2011, p. 146)
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Key Variable: Observed Relationship
• Neutral: not-‐neither – "Will the revolution be twittered? It is more important to ask how social media embed and engage different ecologies of dissent." (Segerberg & Bennet, 2011, p. 213)
• Negative: definitely not a positive relationship – “Adnan Hajizada and Emin Milli in Azerbaijan were victims of police brutality, but their victimization served to dissuade rather than incite protest among their online peers” (Pearce & Kendzior, 2012, p. 6)
– “we found a consistently negative correlation between the extent of social media penetration and the amount of protests” (Wolfsfeld et al. 2012, p. 132).
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Results
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Positive: 86% Not Negative: > 96% Negative: 2 studies (out of 56) Posi%ve(
or(Weighted(
86%(
Neutral(or(
Nega%ve(14%(
Rela%onship,SMed,x,SMov:,Overall,results,,
Results: Methods
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Most Used Methods
a. Qualitative 28 100%
Bibliographical Articulation 8 29%
Discourse Analysis 7 25%
Interviews 7 25%
Digital/Virtual Ethnography 5 18%
b. Quantitative 13 100%
Content Analysis 5 38%
Survey 5 38%
c. Mixed-‐Methods 15 100%
Content Analysis 11 73%
Interviews 8 73%
Discourse Analysis 4 50%
Survey 2 50%
19# 9#
6#
9# 3#
8#
0# 1# 1#
0%#
10%#
20%#
30%#
40%#
50%#
60%#
70%#
80%#
90%#
100%#
Qualita3ve# Quan3ta3ve# Mixed:Methods#
Rela%onship,SMed,x,SMov,/,Method,
Nega3ve#
Neutral#or#Weighted#
Posi3ve#
Different patterns
Results: Use of Theory
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12#
6#
12#
2#0#
5#
10#
15#
20#
25#
Atheore-cal# Mere#Reference# Framework# Evident#Use#
Rela%onship,SMed,x,SMov,/,Use,of,Theory,
Nega-ve#
Neutral#or#Weighted#
Posi-ve#
New object, new theories needed?
Results: Temporal Gap
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0"2"4"6"8"10"12"14"16"18"
0"years" 1"year" 2"years" 3"years" 4"years" 5"years"
Rela%onship,SMed,x,SMov,/,Temporal,Gap,
Posi2ve" Neutral/Weighted" Nega2ve"
Why the shift?
Results: Territorial Gap
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0"
5"
10"
15"
20"
25"
30"
35"
40"
Same"Place" Other"Place"
Rela%onship,SMed,x,SMov,/,Territorial,Gap,(Researcher,x,Case),
Nega5ve"
Neutral/Weighted"Posi5ve"
‘local researcher bias’ ?
Results: Regionalism/Schools of Thought
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0"
10"
20"
30"
40"
50"
English" Spanish" Portuguese"
Rela%onship,SMed,x,SMov,/,Language,
Nega9ve"
Neutral/Weighted"
Spanish + Portuguese: 11 out of 12 Positive
0"
5"
10"
15"
20"
25"
30"
35"
40"
45"
La*ndex"+"SciELO" CMMC"+"WoS"
Compara've*Indexes*
Nega*ve"
Neutral"or"Weighted"
Posi*ve"
Latindex + SciELO: 12 out of 15 Positive
“…these tools and possibilipes are going to change
democracy and everybody, to a greater or lesser
degree, are going to be protagonists of those
changes” (Levato, 2013, p. 75, my emphasis).
Conclusions
• 86% positive relationship SMed x SMov • Boulianne Meta-‐analysis finds 82% (2015)
Can we move forward from binary ‘yes/no’ effect question?
• 3.6% negative: –Exceptional cases: Azerbaijan –Specific variables: •SMed Penetration NOT = SMov rise
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Next?
• Specificity + Transversality –Specific transversal variable (ex: UGC; Political System)
• Integrative view –‘Media ecologies’ (Nardy & O’Day, 1999; Treré, 2012) –‘Constellations of media’ (Couldry, Livingstone and Markham, 2007) –‘Mediated cultures of Social Movements’ (Constanza-‐Chock, 2012) –Transmedia narratives (Constanza-‐Chock, 2013) 22
Conclusion
“…further research on the relationship between SMed and SMov should point to specific issues that help to build upon each other in order to offer a more complex and intertwined view of the specific attributes, properties and conditions that drive that relationship one way or another, leaving behind definitively the oversimplification of the binary relationship that had been a relevant question so far.”
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Acknowledgements
Chile: • Sebastián Valenzuela for insights, reviews and knowledge that support a great deal of this work. • Professors from Pontificia Universidad Católica de Chile Communication Science PhD program. • Vicerrectoría de Investigación of UC-‐Chile for the travel grant and PhD scholarship. • Universidad Finis Terrae, Universidad del Desarrollo for financial travel support.
ICA and CAT for travel grant.
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Thoughts? Get in touch =)
OBRIGADO!
@celoo
https://uc-‐cl.academia.edu/MarcelolbSantos
http://www.slideshare.net/celoo
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