The module aims at providing an understanding of the main research methods that are specific to online media data and to analyse social and communication processes. This module offers a unique overview of research methods developed to analyse media and online data with an emphasis to 'big data' sources such as Twitter, Facebook, etc.
The module presents an overview of current cutting edge methodology in both qualitative and quantitative methods related to online social research. Starting from qualitative methods of analysing texts, students will also explore mixed methods and the new frontier of quantitative online methods. Web surveys, online experiments, opinion mining techniques and social network analysis will be discussed as means to use of the web to analyse cultural, social and political phenomena. Such techniques have a wide range of applications in social scientific research as well as marketing and consumer research.
Students will also benefit of fine tuning their research skills and critical thinking for their final dissertation
Through successful completion of the course, participants will be able to:
1. Assess the use of online media data as cultural indicators using quantitative data
2. Understanding what is opinion mining and what are its core principles and techniques
3. Combine qualitative and quantitative methods - mixed methods- to analyse online media data
4. Understanding the basic structure of a network and its measurement in the context of social media data
• Online Social Research introduction: Morning introduction
• Opinion Mining and Social Network Analysis (SNA)
• Text Mining
• SNA and combination of Text Mining and SNA
The first day of the module provides an introduction to how online data can be used in the context of social sciences research. We will explore the application of text mining on large-scale data and ‘opinion mining’ as well as the main concepts of networks and social networks and their application to the study of new media. During the second day, we will explore the available software research tools needed to collect and analyse data from the online domain.
About the lecturer
Dr. Giuseppe A. Veltri, University of Leicester (Dept. of Media & Communication), email: firstname.lastname@example.org