Understanding Social Media Monitoring

了解社交媒体监控

• 批准号: AH/L003775/2
• 负责人: Helen Kennedy
• 金额: $ 5.52万
• 依托单位: University of Sheffield
• 依托单位国家: 英国
• 项目类别: Fellowship
• 财政年份: 2014
• 资助国家: 英国
• 起止时间: 2014 至 无数据
• 项目状态: 已结题
• 来源: https://gtr.ukri.org/projects?ref=AH%2FL003775%2F2
• 关键词: Understanding; Social; Media; Monitoring

It is widely accepted that social media permeate more and more of our daily lives. So do social media data: personalized online advertisements such as those seen on Facebook, journalism which is increasingly dependent on and driven by data, and the rise of systems which measure our digital reputations, such as Klout and PeerIndex, are just some examples of current uses of social media data. A number of recent high profile cases have sparked public interest in what happens to social media data once it has been shared, such as the US college student whose Christian parents became aware of his homosexuality when his association with a gay choir appeared on his Facebook timeline (Wolford 2012). Alongside the analysis and manipulation of data by social media mega-platforms like Facebook, intermediary companies which monitor, interpret and analyse social media data are emerging across the globe, offering a broad range of social media 'intelligence' services, including monitoring the social media activities of audiences and 'influencers' in order to gauge and respond to public opinion. Such analysis involves the deployment of specific methods, such as sentiment analysis, opinion mining, social network analysis, machine learning and natural language processing. These social media monitoring methods, like methods of all kinds, 'are shaped by the social world in which they are located [and] in turn help to shape that social world' (Law 2010: 2). Given these phenomena - the spread of social media data analysis, the growth of public concern about what happens to social media data, and the role played by methods in the shaping of the social world - it is vital that empirical research into social media monitoring (SMM) is carried out, to ask questions about how social media data are gathered and constructed, what they can be taken to mean, to what ends they are deployed, who gets access to them and how their analysis is regulated (boyd and Crawford 2011). My research does this through a focus on the intermediary SMM industries. It approaches SMM from a number of perspectives, in order to paint a more complete picture than exists to date of the SMM industries and their social and economic significance. These include:> the perspectives of people working in these industries (How do people working in social media monitoring think about and work with/around core issues such as privacy and surveillance?); > users' perspectives (What do social media users think about the monitoring of their social media activity?); > a regulation perspective (How could and should the social media monitoring industries be governed?); > and the perspective of the data itself (What happens to social media data? How does it get used? What impact, if any, does it have?). Drawing together textual analysis of company websites and other related documents, interviews and focus group discussions with social media users, social media monitoring professionals and key regulation actors, the research will be published as a monograph entitled Social Media Monitoring: social media data analysis and the production of social life. Within the proposed project, international dialogues about the importance of social media data analysis as an object of investigation for media studies will be initiated, through a series of visits, an international conference and a special issue of a journal. The research also has broader, transformative potential beyond media studies, because the critical approach that it adopts, which moves beyond and counterbalances celebratory accounts of the democratic possibilities of social media, is relevant to other disciplines impacted by the ubiquity of social media. As social media monitoring also matters to non-academic audiences, the research findings will be discussed outside of academia, through talks and online dissemination, to two key audiences: the social media monitoring industries themselves and social media users.

人们普遍认为社交媒体越来越渗透到我们的日常生活中。社交媒体数据也是如此：个性化在线广告（例如在 Facebook 上看到的广告）、越来越依赖数据并由数据驱动的新闻业，以及衡量我们数字声誉的系统（例如 Klout 和 PeerIndex）的兴起，只是当前的一些例子。社交媒体数据的使用。最近发生的一些引人注目的案例引发了公众对社交媒体数据被分享后会发生什么的兴趣，例如一名美国大学生，当他与同性恋合唱团的关系出现在他的 Facebook 时间线上时，他的基督徒父母意识到他是同性恋。 （沃尔福德 2012）。除了 Facebook 等社交媒体大型平台对数据进行分析和操纵之外，全球范围内还出现了监控、解释和分析社交媒体数据的中介公司，提供广泛的社交媒体“情报”服务，包括监控社交媒体受众和“影响者”的活动，以衡量和回应公众舆论。这种分析涉及特定方法的部署，例如情感分析、意见挖掘、社交网络分析、机器学习和自然语言处理。这些社交媒体监控方法，就像所有类型的方法一样，“是由它们所在的社会世界塑造的，[并且]反过来又有助于塑造那个社会世界”（Law 2010：2）。鉴于这些现象——社交媒体数据分析的传播、公众对社交媒体数据发生的情况越来越关注，以及方法在塑造社会世界中所发挥的作用——对社交媒体监控的实证研究至关重要。 SMM）的目的是询问社交媒体数据如何收集和构建、它们的含义、部署它们的目的、谁可以访问它们以及如何监管它们的分析等问题（boyd 和 Crawford 2011） ）。我的研究重点是 SMM 中介行业。它从多个角度探讨 SMM，以便描绘出比迄今为止更完整的 SMM 行业及其社会和经济意义的图景。其中包括：> 这些行业工作人员的观点（从事社交媒体监控工作的人员如何思考和处理/围绕隐私和监控等核心问题？）； > 用户的观点（社交媒体用户对于对其社交媒体活动的监控有何看法？）； > 监管视角（如何以及应该如何监管社交媒体监控行业？）； > 以及数据本身的角度（社交媒体数据会发生什么？如何使用它？它会产生什么影响（如果有的话）？）。该研究汇集了对公司网站和其他相关文件的文本分析，以及与社交媒体用户、社交媒体监控专业人员和主要监管参与者的访谈和焦点小组讨论，将以题为《社交媒体监控：社交媒体数据分析和社会生活生产。在拟议的项目中，将通过一系列访问、国际会议和期刊特刊，启动关于社交媒体数据分析作为媒体研究调查对象的重要性的国际对话。该研究还具有超越媒体研究的更广泛的变革潜力，因为它采用的批判方法超越并平衡了对社交媒体民主可能性的庆祝性描述，与受社交媒体无处不在影响的其他学科相关。由于社交媒体监控对非学术受众也很重要，因此研究结果将在学术界之外通过讲座和在线传播向两个关键受众进行讨论：社交媒体监控行业本身和社交媒体用户。

项目成果

Cultural Studies of Data Mining: special issue of the European Journal of Cultural Studies

数据挖掘的文化研究：欧洲文化研究杂志特刊

• 发表时间: 2015
• 作者: Kennedy H

The Routledge Companion to the Cultural Industries

劳特利奇文化产业的伴侣

• 发表时间: 2015
• 作者: Kennedy H

Cultural studies of data mining: Introduction

数据挖掘的文化研究：简介

• DOI: http://dx.10.1177/1367549415577395
• 发表时间: 2015
• 期刊: European Journal of Cultural Studies
• 影响因子: 2.4
• 作者: Andrejevic M

Post, Mine, Repeat: social media data mining becomes ordinary

发布、挖掘、重复：社交媒体数据挖掘变得司空见惯

• 发表时间: 2016
• 作者: Kennedy H