Analyzing Social Media with Digital Methods. Possibilities, Requirements, and Limitations

transcript

Analyzing Social Media with Digital MethodsPossibilities, Requirements, and Limitations

Bernhard RiederUniversiteit van AmsterdamMediastudies Department

The starting point

Social media are playing important roles in contemporary society, from the very personal to the very public.

Many disciplines have begun to study social media, applying various methodologies (ethnography, questionnaires, etc.), but there is an explosion in data-driven research that relies on the computational analysis of data gleaned from social media platforms.

The promise is (cheap and detailed) access to what people do, not what they say they do; to their behavior, exchange, ideas, and sentiments.

This presentation

This talk introduces social media analysis using digital methods from a theoretically involved yet "practical" perspective.

Instead of laying out an overarching "logic" of social media data analysis, I focus on the basic setup and the rich reservoir of analytical gestures that constitute the practice of data analysis.

1 / A (long) introduction

2 / Three examples covering Facebook, Twitter, and YouTube

3 / Some conclusions and recommendations

1 / Introduction

Social media services host an increasing number of relevant phenomena, including everyday practices, political presentation and debate, social and political activism, disaster communication, etc.

A number of preliminary remarks:☉ The phenomena one is interested in may not happen or resonate on social media;

many things happen elsewhere.☉ Even if one's research focus is on social media, one may not get the data.☉ One requires a least some technical competence and the willingness to confront

and learn about a number of technical matters.☉ Every social media "platform" (Gillespie 2013) is different and requires a different

approach; cf. "medium-specificity".

1 / Introduction

Hypothetico-deductive approaches are certainly possible, but this presentation espouses inductive "exploratory data analysis" (Tukey 1962) that emphasizes iteration, methodological flexibility, adjustment of questions, and "grounded theory" (Glaser & Strauss 1965).

"Far better an approximate answer to the right question, which is often vague, than an exact answer to the wrong question, which can always be made precise. Data analysis must progress by approximate answers, at best, since its knowledge of what the problem really is will at best be approximate." (Tukey 1962)

1 / Introduction

How does social media analysis with digital methods work?

social media platforme.g. Twitter, Facebook

users communicate, interact, express, publish, etc. through "grammars of action" (forms and functions) rendered in software

technical interface to the data, defined in technical, legal, and logistical terms

extraction softwaree.g. DMI-TCAT, Netvizz

makes calls to API, creates "views" by combing data into specific sets or metrics, produces outputs

provides visual or textual representation of view, e.g. an interactive chart

data in standard file format, e.g. CSV

allows analyzing files in various ways, e.g. statistics, graph theory

output type 1: widget

output type 2:file

analysis software, e.g. Excel, gephi

layers of technical mediation that one might want to think about

1 / Introduction - a / the platform

Social media services channel communication, interaction, etc. through "grammars of action" (forms and functions) rendered in software; users appropriate these affordances.

Every service is different. Every service changes over time, both in terms of technology and user practices.

Homogeneous interfaces do not mean homogeneous practices. Platforms strive to capture large audiences and leave important margins to users.

Social media platforms are organized around instances of predefined types of entities (users, messages, hashtags, posts, etc.) and connections between them.

They formalize and channel expression, exchange, and coordination and data fields are closely related to these formalizations.

Data fields mirror forms and functions of the platform.

Social media are different from the "open" Web because most data is formalized in fields and a "semantic data model".

The more detailed the formalization, the more salient the data.

Social media platforms are essentially large databases.

1 / Introduction - a / the platform

Very large numbers and variety in users, contents, purposes, arrangements, etc.

Social media are built around simple point-to-point principles; this allows for a variety of configurations to emerge over time.

Every account is the same, but there are vast differences in scale. We need to begin with technical fieldwork and conceptualization of the platform .

1 / Introduction - b / the APIs

There are two possibilities to collect data automatically from social media platforms: scraping the user interface or collecting via specified application programming interfaces (APIs).

APIs specify (technically, legally, logistically):☉ What data can be retrieved (certain fields may be inaccessible or incomplete);☉ How much data can be retrieved (all APIs have rate limits);☉ The span of coverage (temporal limitations apply often);☉ The perceptivity of coverage (privacy or personalization can skew access);

For example, Facebook (currently) provides these variables for each post:comment like share

count yes yes yesindividual user list yes yes notime-stamp yes no no

Social media users produce detailed data traces; data pools in social media are centralized and retrievable.

Structure of APIs is closely related to given formalizations.

In order to select, process, and interpret data we need to understand the platform: entities, relations, modes of aggregation, metrics, etc.

Every platform is different and we thus need medium-specific data analysis.

1 / Introduction - c / the extraction software

Extraction software are the programs that connect to the APIs, retrieve data, and produce specific outputs.

Can range from custom-written scripts to one-click visualization widgets.

These programs work with API data, but add their own "epistemological twist", i.e. produce particular views on the data. Sampling is often difficult, therefore n = all is the norm.

Extraction software can be very simple and completely free or have steep technical, logistical, and financial requirements.

Example for a widget: Hashtagify

Example for a commercial service: Topsy

Example for a on open source analytics suite: DMI-TCAT

There are many different tools out there, with different conceptual underpinnings, ease of use, depth, etc.

Data analysis (statistics): Excel, SPSS, Tableau, Wizard, Mondrian, …

Data analysis (graph): Gephi, NodeXL, Pajek, …

Data analysis (other): Rapidminer, SentiStrength, Wordij, …

Data analysis (custom): R, Python (NLTK, NumPy & SciPy), …

This presentation relies mostly on R (R Core Team 2014) and Gephi (Bastian, Heymann, Jacomy 2009).

1 / Introduction - d / the analysis software

Analysis software provide analytical gestures to apply to the data; may be integrated into the extraction software or not.

We investigate the structure of data by creating "views" of the data.

Analytical gestures produce orderings, lists, tables, charts, coefficients etc. that are saying something about the data and thus the phenomenon.

Flusser (1991) describes gestures as having convention and structure, but as different from reflexes, because translating a moment of freedom.

The notion of gesture indicates that data does not speak for itself, we approach it with particular epistemic techniques (methods) related to a sense of purpose, a "will to know" (Foucault 1976).

Analytical gestures develop from the tension between a "research purpose" (question, exploration, etc.) and the available data:

The technical dimension of data (via platform, API, extractions software):☉ Available units, variables, etc.☉ Temporal coverage, completeness, perceptivity, etc.☉ Technical formats, available "views", etc.

The semantic dimension of data (aspects of practice):☉ Demographic (age, sex, income, etc.)☉ Post-demographic (tastes, preferences, etc.)☉ Behavioral (trajectories, interaction, etc.)☉ Expressive (messages, comments, etc.)☉ Technical (informing on the platform's functioning)

Statistics

Observed: objects and properties ("cases")

Data representation: the table

Visual representation: quantity charts

Inferred: relations between properties

Grouping: class (similar properties)

Graph theory

Observed: objects and relations

Data representation: the adjacency matrix

Visual representation: network diagrams

Inferred: structure of relations between objects

Grouping: clique (dense relations)

Quetelet 1827, Galton 1885, Pearson 1901

Regression, PCA, etc. are potentially useful.

Entities seem straightforward because data is well structured, but variations in scale and practice require being careful.

Descriptive statistics for social media often profit from attention to the form of a distribution; visualization, multi-point summaries, and metrics like kurtosis or skewness are very useful.

Moreno 1934, Forsythe and Katz 1946Graph theory, "a mathematical model for any system involving a binary relation" (Harary 1969)

Three different force-based layouts of my FB profile

OpenOrd, ForceAtlas, Fruchterman-Reingold

Non force-based layouts

Circle diagram, parallel bubble lines, arc diagram

Nine measures of centrality (Freeman 1979)

Network statistics (e.g. degrees, distances, density, etc.) can help describing and comparing networks.

Graph theory also provides many mathematical tools to derive metrics from the structure of a network (e.g. "centrality", "influence", "authority", etc.), to identify groupings, etc.

"Facebook Likes can be used to automatically and accurately predict a range of highly sensitive personal attributes including: sexual orientation, ethnicity, religious and political views, personality traits, intelligence, happiness, use of addictive substances, parental separation, age, and gender." (Kosinski, Stillwell, Graepel 2013)

There are many new(ish) techniques coming from computer science for automatic classification, prediction, sentiment analysis, etc.

1 / Introduction - conclusion

Four layers of technical mediation to take into account: the platform itself, the API, the extraction software, the analytical techniques.

To do productive work, attention to these four layers needs to be combined with theoretical resources and case knowledge.

Bringing this together requires iteration and flexibility; it's “detective work – numerical detective work – or counting detective work – or graphical detective work” (Tukey, 1977).

2 / Examples - a / Facebook

Facebook is the largest social media platform with 1.5B monthly active users. It incorporates networked communication (friend-to-friend), group communication (Facebook Groups), and "mass" communication (Facebook Pages).

A lot of analytical possibilities disappeared in April 2015 due to a comprehensive push for more privacy; open FB Groups and FB Pages are now the main entryways.

Extraction tool used: Netvizz (Rieder 2013)

Main example: Kullena Khaled Said Page (Rieder et al. 2015)

FB Pages allow for retrieval of historical data without time limit.

14K posts, 1.9M active users, 6.8M comments (99.9% Arabic), 32M likes

Kullena Khaled Said was created in June 2010 by Wael Ghonim after Khaled Said was beaten to death by Egyptian police.

comment like sharecount yes yes yesindividual user list yes yes notime-stamp yes no no

There is a lot of material for analysis, but these numbers need extensive data critique.

Data quality is high but the platform is complex and changing over time.

Is the linked content part of the data?

These elements can drown in a large data set and skew it.

The quantitative is full of qualitative considerations.

Kullena Khaled Said, June 2010 – July 2013 posts per

comment (timescatter)

Kullena Khaled Said, June 2010 – July 2013 posts per

comment (timescatter), y-scale log10

Kullena Khaled Said, June 2010 – July 2013 page

posts (n=14,072) by type, per month

Kullena Khaled Said, June 2010 – July 2013

Overview statistics

Comment speed

Comment length in characters

Rank-size distribution of ranked users (n = 1.9M) and likes/comments

"Distant reading" 1:

Analyzing Social Media with Digital Methods. Possibilities, Requirements, and Limitations

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