Getting started with social network analysis

I teach an MA course in Advanced Media Methodologies at the University of Cape Town. This  year I’m presenting an elective which introduces Media students to Social Network Analysis. I’m really looking forward to teaching the course and seeing how a conceptual grounding in social network analysis and the  techniques of visualisation will change the work my students are able to produce for their dissertations.

We don’t have much class time and there are so many new skills to be learned.  I decided to design the course around a series of exercises and readings that students can use to prepare before class.

Here is a first draft of the outline with the course readings and exercises. Any feedback welcome!

Analysing Social Media: Text, image, network

 

Early adopters (joined pre Dec 2007) in my own Twitter network
Early adopters (joined pre Dec 2007) in my own Twitter network

Week 1: Reading and exercise

Garton, L., Haythornthwaite, C., & Wellman, B. (2006). Studying Online Social Networks. Journal of Computer-Mediated Communication, 3(1).

  1. Create a blog (if you don’t have one already). You can use a free site such as wordpress.com. You’ll be posting your answers to the class assignments on the blog.
  2. After reading the Garton et al (2006) reading for this week, prepare and pilot a short interview. Your interview should explore a research participant’s use of social media to communicate with his/her strong ties and should be designed to yield both quantitative and qualitative data. Post a short rationale for the interview questions on your blog and bring the questions to class next week.
Spreadsheet listing connections in our class
Spreadsheet listing connections in our class
  • Complete the Connections spreadsheet We will use this to map social networks during class.
    1. Click through to the editable spreadsheet on Google Drive
    2. Add your details to the final line of the spreadsheet.
    3. I have already added my details and the fact that I know all of you.
    4. Add your details by putting your name below the final line of data in the first column. In the second column, (next to your name), add the name of any other student you already know in the class, one per line. (I have already added the connections between the Interactive Media production students.
    5. In the third column, indicate from which class you already know that student.
    6. If you know the student from more than one class, add another line with your name, the student’s name and the name of the additional class.

Week 2: Readings and exercises

Hansen, D., Shneiderman, B., & Smith, M. A. (2010). Analyzing Social Media Networks with NodeXL.  Morgan Kaufmann. (Chapter 3) Chapter 10)

Bruns, A., & Burgess, J. (2012). Researching News Discussion on Twitter. Journalism Studies, 13(5-6), 801–814.

1. As shown to you in class, and using the vertex data from the Connections spreadsheet:

  • Download NodeXL and follow the installation instructions. You will need a Windows PC with Excel (or Windows and Excel installed on your Mac). You will also need internet access on the machine. NodeXL will not work on the UCT network behind the firewall.
  • Work through the NodeXL tutorial
  • Create a NodeXL sociogram to depict the relationships recorded in the Connections spreadsheet
  • Calculate the graph metrics. What are the various centrality measures? What do these numbers mean? What does this suggest to you?
  • Are there any clusters? What do you notice about them? What does this mean?
  • What is the graph density? What does this tell us?
  • How can you make the graph more readable?
  • Create a matrix to depict the relationships..
  •  How would you go about showing how everyone in the class communicates with fellow students and tutors about the social media assignments?
  • Do you have any criticism of the data we collected or how NodeXL represents it? How could we improve the data in the graph?

2.      Advanced (for students who want to use social network data for creative projects)

Week 3: Readings and exercises

Hansen, D., Shneiderman, B., & Smith, M. A. (2010). Analyzing Social Media Networks with NodeXL.  Morgan Kaufmann. (Chapter 10)

  • Papacharissi, Z., de Fatima Oliveira, M.: Affective News and Networked Publics: The Rhythms of News Storytelling on #Egypt. Journal of Communication. 62, 2, 266–282 (2012).
  • Lewis, S.C. et al.: Content Analysis in an Era of Big Data: A Hybrid Approach to Computational and Manual Methods. Journal of Broadcasting & Electronic Media. 57, 1, 34–52 (2013).
  1. Read Hansen et al. Chapter 10 and download your own set of Twitter data to explore and graph your own personal network on Twitter.
  2. Download Twitter search data for a keyword that interests you.

Optional (for creative projects):

  1. Read Chapters 6-11 Stanton, J. (2013). Introduction to Data Science.
    http://jsresearch.net/groups/teachdatascience/
  2. Conduct your own popularity contest to compare and graph Twitter activity around two words or phrases which are in the news right now.

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