Using content analysis to explore negative user expressions on political parties' Facebook pages [electronic resource] / Uta Russmann
- Russmann, Uta
- London : SAGE Publications Ltd, 2019.
- Physical Description:
- 1 online resource
- SAGE Research Methods. Cases
- Restrictions on Access:
- License restrictions may limit access.
- This study uses quantitative content analysis to examine negative user expressions on political parties' Facebook pages and political parties' reactions to them. Social media platforms like Facebook are the "new neighborhood pubs." Citizens often use these new public forums to talk about their anger and lack of faith in politics. In the present case, I explain how and why I used content analysis to explore and identify negative user expressions and political parties' reactions to them and discuss the key stages and elements of my research project. I describe and reflect on theory-driven category building and developing a codebook, data gathering and drawing an appropriate sample of Facebook data, the coding process with training coders, as well as aspects of data analysis and interpretation. For my particular study, I analyzed the Facebook pages of seven political parties during the 2013 Austrian national election campaign. Overall, almost half of the 2,584 analyzed voter comments on the parties' official Facebook pages contain a negative expression. Nevertheless, the political parties did not react to these. The presented study gives the reader an idea of how to approach and conduct quantitative content analysis.
- 9781526469670 (ebook)
- Bibliography Note:
- Includes bibliographical references and index.
View MARC record | catkey: 31510005