coder training slides (v2.3)
DESCRIPTION
These are the coder training slides for my current study of digital activism campaign effectiveness.TRANSCRIPT
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GLOBAL DIGITAL ACTIVISM DATA SET 2.0 ADDENDUMMeasure of Campaign Effectiveness
CODER TRAININGDecember 2, 2013
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RESEARCH QUESTION
•How successful are digital activism campaigns, where success is defined as change over time which is consistent with the goals enunciated by the campaign?
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METHOD
•Use content analysis
• ...to ask questions about a large number of digital activism campaigns
• ...and end up with quantitative and comparable answers.
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PURPOSE OF THIS CODING
•To add variables that more accurately measure digital activism campaign effectiveness.
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GENERAL PROCESS• Read descriptions of digital activism campaigns from blog posts
and news stories provided to you.
• ...and turn that information into comparable data.
sources: Global Voices, Greenpeace, Fahamu
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GENERAL PROCESS
• 1. Read descriptions of digital activism campaigns.
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GENERAL PROCESS
• 2. Answer questions about those campaigns using the variables in the codebook.
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GENERAL PROCESS
• 3. Submit your variable values for each campaign using the online coder form.
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THE VARIABLES
You will code 11 variables for each case.
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THE VARIABLES
• 1: Coder and Case Meta-Data1. Caseid: Unique Numeric Identifier 2. Coder: Your Name
• 2: Measures of Goal Definition1. Allgoal: Description of Campaign Goal(s) 2. Goalnum: Number of Campaign Goal(s)
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THE VARIABLES• 3: Measures of Goal Realization
1. Allout: Description of Campaign Outcomes 2. Goalout: Description of Campaign Goals Realized3. Goaloutnum: Number of Campaign Goals Realized 4. Goalouttype: Highest Level of Campaign Goal Realization5. Nooutnum: Number of Goals for which Outcome
Information Was Not Available
• 4: Measures of Goal Non-Realization Outcomes1. Posout: Description of Non-Goal Positive Outcomes 2. Negout: Description of Non-Goal Negative Outcomes
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THE LOGIC
If this helps - great!If not, ignore it :)
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THE LOGIC
There is not perfect alignment.
AllCampaign
Goals All CampaignOutcomes
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THE LOGIC
AllCampaign
Goals All CampaignOutcomes
Some goals do not result in outcomes.
Some outcomes are not intended by the goals.
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Goals that do not correspond to outcomes
NOOUTNUM
THE LOGIC
All campaign goals
ALLGOALGOALNUM
All Campaign OutcomesALLOUT
Outcomes that do not correspond to goals
POSOUTNEGOUT
Goals that correspond to outcomes
GOALOUTGOALOUTNUMGOALOUTTYPE
These represent goals that are achieved.
These represent goals for which outcome information is not available.
These represent unintended outcomes of the campaign.
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Goals that do not correspond to outcomes
NOOUTNUM
THE LOGIC
All campaign goals
ALLGOALGOALNUM
Outcomes that do not correspond to goals
POSOUTNEGOUT
Goals that correspond to outcomes
GOALOUTGOALOUTNUMGOALOUTTYPE
These represent goals that are achieved.
These represent goals for which outcome information is not available.
These represent unintended outcomes of the campaign.
Evaluating success requires not only the determination of the extent to which goals are realized. Additional outcomes of the campaign, both consistent and inconsistent with those goals, should also be taken into account.
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THE LOGICAnother way to understand the outcome variables:
Goal Realization Goal Non-RealizationPo
sitive
Neg
ative
Goa
l-Con
siste
nt
Goa
l-Inc
onsis
tent
(empty set)Non-Goal Negative Outcomes
NEGOUT
Measures of Goal Realization
GOALOUTGOALOUTNUMGOALOUTTYPE
Non-Goal Positive Outcomes
POSOUT
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NOW LET’S READ THROUGH
THE CODEBOOK