Friday 29th November 2024, 11:15–12:30 (Australia/Melbourne), Cullen Room
Social network analysis has become a key tool in digital communication research, and has flourished especially in social media studies using Twitter data. However, it struggles in analysing activity patterns on platforms that provide fewer data points on interactions between accounts (e.g. Facebook or Instagram), and in exploring the interconnections between multiple activity practices that are interwoven with each other. This keynote introduces the new approach of practice mapping, which advances beyond the network analysis and visualisation of direct interactions between accounts and instead uses vector embeddings of networked actions and interactions to map the commonalities and disjunctures in the practices of social media users. In particular, this innovative methodological framework has the potential to incorporate multiple distinct modes of activity and interactivity into a single practice map, can be further enriched with account-level attributes such as information gleaned from textual analysis, profile information, available demographic details, and other features, and can be applied even to a cross-platform analysis of communicative patterns and practices. Drawing on a case study of public posting activity on Facebook during the Voice to Parliament referendum campaign, this keynote outlines the practice mapping approach and demonstrates the insights it can produce.
Axel Bruns is an Australian Laureate Fellow and Professor in the Digital Media Research Centre at Queensland University of Technology in Brisbane, Australia, and a Chief Investigator in the ARC Centre of Excellence for Automated Decision-Making and Society. His books include Are Filter Bubbles Real? (2019) and Gatewatching and News Curation: Journalism, Social Media, and the Public Sphere (2018), and the edited collections Digitizing Democracy (2019), the Routledge Companion to Social Media and Politics (2016), and Twitter and Society (2014).
His current research focusses on the study of public communication in digital and social media environments, with particular attention to the dynamics of polarisation, partisanship, and problematic information, and their implications for our understanding of the contemporary public sphere; his work draws especially on innovative new methods for analysing ‘big social data’. He served as President of the Association of Internet Researchers in 2017–19. His research blog is at http://snurb.info/, and he posts at @snurb_dot_info / @snurb@aoir.social / @snurb.bsky.social.