Do you want to study influencers? Opinions and comments on a set of posts? Look at collections of photos or videos on Instagram? Qualitative Research Using Social Media guides the reader in what different kinds of qualitative research can be applied to social media data. It introduces students, as well as those who are new to the field, to developing and carrying out concrete research projects. The book takes the reader through the stages of choosing data, formulating a research question, and choosing and applying method(s).
Written in a clear and accessible manner with current social media examples throughout, the book provides a step-by-step overview of a range of qualitative methods. These are presented in clear ways to show how to analyze many different types of social media content, including language and visual content such as memes, gifs, photographs, and film clips. Methods examined include critical discourse analysis, content analysis, multimodal analysis, ethnography, and focus groups. Most importantly, the chapters and examples show how to ask the kinds of questions that are relevant for us at this present point in our societies, where social media is highly integrated into how we live. Social media is used for political communication, social activism, as well as commercial activities and mundane everyday things, and it can transform how all these are accomplished and even what they mean.
Drawing on examples from Twitter, Instagram, YouTube, TikTok, Facebook, Snapchat, Reddit, Weibo, and others, this book will be suitable for undergraduate students studying social media research courses in media and communications, as well as other humanities such as linguistics and social science-based degrees.
About the authors
Chapter 1: Introduction
Chapter 2: Qualitative Content Analysis – text and speech-based material
Chapter 3: Qualitative Visual Content Analysis
Chapter 4: Analyzing social media language with critical discourse analysis
Chapter 5: Multimodal Critical Discourse Analysis
Chapter 6: Multimodal Narrative Analysis of Video Clips
Chapter 7: Online Ethnography
Chapter 8: Focus Group Interviews
Chapter 9: Conclusion
''An indispensable guide for those who want to learn about, and practically undertake, qualitative social media research of popular platforms.'' —Professor Per Ledin, Södertörn University and author of Doing Visual Analysis, From Theory to Practice
"Bouvier and Rasmussen provide an informative, clearly written and indispensable guide for readers investigating social media data or contemplating doing so. A welcome handbook for all research methods courses that seek to remain informed and up to date." —Paul Cobley, Professor in Language and Media, Middlesex University