Download - Gaza_Audience Gatekeeping
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Twitter as a Social Reporting Tool under Crisis Events: Two Studies
K. Hazel Kwon, PhDCulture and Communication
Drexel University
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Organization of the Presentation1. Presenting a preceding study “Rumor
theory and Twitter during the Haiti Earthquake 2010”: To contextualize how the main research began
2. Presenting the main study “The second-level gatekeeping and content concentration in Twitter: A temporal analysis of Gaza conflict 2009”
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2011 Japan earthquake &
Tsunami:• 8.9
• 15,844• 5,890• 3,451
•A number of nuclear accident
QUAKEBOOK: • A Twitter-sourced
charity book • Essays about the
moment of earthquake
• 100% profits sent as donation
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“Day of Revolt 2011” in Egypt
• 2 millions at Tahrir Square
• The downfall of Murabak
• The April 6 Youth Movement on Facebook
“We use Facebook to schedule the protests, Twitter to coordinate,
and YouTube to tell the world.”
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“Ushahidi Project”
• Al-Jazeera collaborated with Ushahidi during
Gaza-Israel conflict.
• “Networked Journalism”
• Citizens use mobile media to report violence, death,
protest, international aid, rape etc.
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What are in Common?•Strategic communication (i.e. goal-
oriented, intend to change attitudes or behaviors or mobilize actions).
•Communication exchanges on a global scale.
•Use mobile media and the Internet.•Use the recent web applications (e.g.
Facebook, Twitter, Aggregating web services): Social Media based
strategic communication
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The preceding study: Twitter during Haiti Earthquake 2010• A project about the use
of social media as a social reporting tool under natural disasters.
• The Haiti paper looked at the process of ambiguous message exchanges (rumors) developing into strategic communication and social collaboration.
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The preceding study: Twitter during Haiti Earthquake 2010• The key finding was …
• Rumors are reduced by adding credence to information.
• Credible information helps users understand the situation correctly and coordinate actions to solve problems.
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To reduce rumors…
Anxiety
Information Ambiguity
Rumors
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To reduce rumors…
Anxiety
Information Ambiguity
Rumors
To reduce ambiguity, the process to
authenticate information is
necessary!
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1) Aim of the study To understand the process of information
authentication and how it led to the emergence of collaboration in Twitter during Haiti Earthquake.
2) Methods• Tweets from Jan 12th to Jan 21st, 2010.• Search hashtags (#): HaitiEarthquake, HaitiQuake,
HaitiHelp.• Contents were categorized into three types of
statements: Ambiguous, Authenticating, and Strategic
Haiti Earthquake 2010
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Statement Description Examples
Ambiguous •Emotionally charged statements •Questions and comments without supporting materials
•“My soul is deeply sad” •“Which relief agencies donate aid to Haiti?”•“I have no idea if it’s true or not”
Authenticating
•Add credence to what the user says•Citing reputed source or references to self /others as an expert on something
•“CNN reporting a further 2 aftershocks in Haiti mag 5.9 and 5.5”
Strategic •Statements that suggest a course of action
•“Please RT to help the victims of today's earthquake!”
Statement Categories
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Stage 1 Stage 2 Stage 3 Stage 4
Ambiguous
Authenticating
Haiti Earthquake 2010: Change of Twitter communication over time
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Stage 1 Stage 2 Stage 3 Stage 4
Ambiguous
Authenticating
Strategic
Haiti Earthquake 2010: Change of Twitter communication over time
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Stage 1 Stage 4
Pentagon: authenticating words; Triangle: strategic words
Haiti Earthquake 2010: Semantic Network Analysis
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Conclusions from the study…
• Information authentication is the most prominent communication process under the crisis event.
• It’s enacted by lending credence to what users say.• Credence is gained by reliable sources such as
links to pictures, mainstream media, or well-known organizations.
• In other words, by citing external contents outside Twitter.
• Sharing external content results in re-circulating/re-distributing existing online contents.
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Sharing preexisting online content
• A significant part of Twitter practice, especially to use the media for strategic communication.
• Majority previous studies assume Twitter users as content creators rather than distributors.
• Distribution is not merely a passive consumption: the practice is enacted based on users’ decision making within the established media dynamics.
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Main Study:
A Temporal Analysis of User-Selected Contents in Twitter during the 2009 Gaza Conflict
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Contributions of the study
• Theoretically…
Introduce a concept of “second-level gatekeeping” adapting social media environment (i.e. Twitter).
Understand the distribution pattern of online news contents in social media (i.e. Twitter)
• In practice…
Strategic use of Twitter does not occur in a vacuum. One of the early studies to discuss the utility of social
media as a carrier of citizen engagement within the constrains of preexisting media dynamics.
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Traditional Model of Gatekeeping
• “The process by which selections are made in media work, especially decisions whether or not to admit a particular news story to pass through the ‘gates’ of a news medium” (McQuail, 1994, p.213)
• Traditional model… - A series of filtering mechanisms within the provider’s
system. -The role of receiver was considered not as a part of
processing but as a final destination after the processing.
- Traditional model is not comprehensive in the user-centric social media environment.
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The ‘Second-level’ Gatekeeping
• The “Gated” (Barzilai-Nahon, 2008): users intervene in gatekeeping mechanism by…
1. participating in producing new information 2. participating in circulating already existing
information The second-level gatekeeping Decision-making on what to select over other alternatives: Processed news products are just one option among all types of resources on the Web Reconstructing information by adding the user’s own commentUsually enacted by linking URL to a post
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The ‘Second-level’ Gatekeeping
• The “Gated” (Barzilai-Nahon, 2008): users intervene in gatekeeping mechanism by…
1. participating in producing new information 2. participating in circulating already existing
information the second-level gatekeeping decision-making on what to select over other alternatives: processed news products are just one option among all types of resources on the Web reconstructing information by adding the user’s own commentusually enacted by linking URL to a post
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Second-level Gatekeepers (SG)vs. Opinion Leaders (OL)• Incorporates the “two-step flow” model (Katz,
1957) into the gatekeeping theory• OL in two-step flow: receive information from the
elite media and influence on interpersonal networks• Differences between OL and SG… 1) recipients of vs. participants in news production 2) influence only their social circles vs. including
unknown strangers online 3) verbal conversation vs. textual reporting
(editable & reproducible)
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Second-level Gatekeeping in Twitter does NOT occur in a vacuum• Affected by the established media dynamics
(Napoli, 2008, p.57)
• Online Realm - the semblance of openness and lowered entry
barrier. - not ideally decentralized. - audience attention clustered around
corporatized online services and the off-to-online presence of traditional mass media realm.
- “Power-law” distribution
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As diverse & decentralized as we conveniently assume?
• Some critics against the decentralized web… 1. Sunstein (2001): Self-regulation prevents
comprehensive info. adoption. 2. Mitchelstein and Bockzkowski (2010) : No
radically different news consumption habit from offline.
3. Meraz (2009): Elite journalism and celebrity bloggers hold he blogsophere, leading the unequal structure, following “power-law” model.
4. Hindman (2009): Political use of the Internet shows an unequal structure, following “power-law” model.
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HypothesesH1: Twitter users’ selection of news
contents will collectively produce a power-law structure, representing the uneven representation among the available content providers.
0 5 10 15 20 25 30 35 40 450
20406080
100120140160180200
k = a frequency of being tweetedP(K
) =
num
ber
of
pro
vid
ers
at
each k
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HypothesesWhy unequal structure?
Twitter’s participatory potential is confined by…
1) The existing web infrastructure (Hyperlink structure)
H2: The hyperlinks structure configured on the general Web will be positively associated with the frequency at which Twitter users select a particular online content for redistribution.
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Hypotheses
2) Traditional media force: - Item diversity does not necessarily lead to exposure
diversity (Yim, 2003). - Twitter users will be more likely to choose contents
created by traditional media realm due to their familiarity to its format and channel royalty, and the relative mass appeal of the high-budget products
H3: Twitter users’ content selection will be concentrated more to the traditional media realm than other alternative forms of contents.
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Hypotheses
3) Interaction between the two? - Mass media content may be preferred when the
website gains popularity thus is ranked on top from the search results.
- Even though search result presents a website in a higher-order, it may not be considered as the most relevant if the source site were never heard previously
H4: Twitter users’ content selection will be influenced by the interaction effects between content types and hyperlinks structure.
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Temporal Analysis•Selection of news contents can also be
contingent on the news lifespan. •Although a conflict is an instantaneous
incident at the moment when it breaks out, a more complex political agenda can be unveiled as the news is progressed.
RQ1: Is there any difference in Twitter news selection according to the news lifespan?
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Retweeting• Purposive practices• Facilitates rapid information diffusion within
Twitter• Create collective minds among the users of
shared interests• Two types of retweeting: (1) Retweeting external content (2) Retweeting internally generated content : a
special case of second-level gatekeeping in Twitter
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Retweeting• Purposive practices• Facilitates rapid information diffusion within
Twitter• Create collective minds among the users of
shared interests• Two types of retweeting: (1) Retweeting external content (2) Retweeting internally generated content : a
special case of second-level gatekeeping in Twitter
RQ2: What types of messages are re-circulated via retweeting among the internally generated content in Twitter?
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Methods
• Topic: Israel-Gaza Conflict from Dec 27, 2008 to Jan 18, 2009 - one of the representative international conflict news - active use of social media: called ‘PR war”• Data: Tweets made by personal users
- 860 first-hand tweets (only external links) - 521 retweets (both internal content and external links)
• External sources cleaned including the top two or three level domain names (http://www.zzz.zzz or http://www.zzz.zzz.zzz )
• For temporal analysis: the data split into incident periods ▫ Early: Time 1 (Dec 27 – Jan 5)▫ Late: Time 2 (Jan 6 – Jan 18)
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Variables• DV: a frequency of a content provider’s website
being selected
• IVs: (1) Content Types: Traditional media, Commercial
social media, Online journalism, Personal providers, Other org. /institutional/community websites (Cohen’s Kappa = .89)
(2) Hyperlinks: In-coming hyperlinks to a particular provider’s website as an indicator of its popularity (based on a global traffic)
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Types Description Examples
Traditional Newswire, broadcasting, and print mass media. Offline presence Target mass audiences, wit a broad range of topics
cnn.com
aljazeera.com
guardian.co.uk
Social Media
Commercial company providing a space for users to easily create and share contents.
Sometimes, have an automatic aggregation function.
youtube.com
reddit.com
facebook.com
Online Journalism
The websites with journalistic writing style yet do not have offline edition.
Have independent domain names.
alternet.org
huffingtonpost
allvoices.com
Personal Informal websites run by either an individual or a small number of people.
Do not have formal organizational structure.
polizero.com
andycarvin.com
buzzsuggest.com
Others Any organizational/institutional/community websites that were not categorized in any of above.
E.g. governmental, corporate, educational, research, advocacy organizational websites.
gazatalk.com
un.org
arabmediasociety.com
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Descriptive Results• A total of 256 unique content providers were
tweeted
• The average frequency of being tweeted is 3, yet with a huge variations, ranging from 41 times to 1 times.
• The most frequently tweeted:
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Re-plotting after log-transformations (Test of Power-law distribution)
Highly Selective representation: Majority of providers (N = 176, 68.8%) selected only by a single user (R2 = .80, p < .0001) H1
supported
0 0.2 0.4 0.6 0.8 1 1.2 1.4 1.6 1.80
0.5
1
1.5
2
2.5
log transformed k
log t
ransf
orm
ed P
(k)
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H2~4: Negative Binomial Regression Models (NBR)
•Regression model with the count DV.
•Content Type is a categorical variable, requiring a reference level.
(1) ‘traditional media realm’ was hypothesized as to be more influential. (2) ‘commercial social media’ showed the highest mean frequency among all.
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Descriptive AnalysisTIME 1 TIME2
FRQ HYP N FRQ HYP N
Traditional
2.92 9.34 48 2.64 9.27 55
Social media
3.43 10.74 28 5.75 9.30 22
On Journal
1.84 8.12 25 1.43 8.42 23
Personal 1.05 5.12 21 1.10 5.88 22
Other 1.88 6.66 33 2.47 8.21 35
Total 2.36 8.27 155 2.45 8.14 157
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Hypotheses Testinglog(Tweet Frequency) = Intercept + b1(CT=traditional media)
+ b2(CT=online journalism) + b3(CT = personal) + b4(CT = org/inst/community) + b5Hyperlinks + b6
(CT=traditional media)*Hyperlinks + b7CT=(online journalism)*Hyperlinks + b8(CT=personal)*Hyperlinks + b9(CT=org/inst/community)*Hyperlinks.
• H2 (Hyperlinks effects): Supported on both stages
• H3 (Content Type effects): Not supported
• H4 (Interaction between Hyperlinks and Content Type): Only supported on the later stage.
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Model Effects
TIME 1 TIME 2
Wald df Sig. Wald df Sig.
Intercept 2.13 1 0.144 0.01 1 0.959Hyperlinks 7.3** 1 0.007 5.09* 1 0.024CT 2.06 4 0.725 3.79 4 0.436CT x Hyperlinks 3.01 4 0.556 10.49* 4 0.033NOTE: CT = Content Types
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Parameter Estimate for Time 2 (social media as a reference)
B SE C.I. Wald χ2
Exp (B)Low High
(Intercept)** -0.96 0.74 0.09 1.63 1.69 0.38
(CT =TM) 0.68 1.01 0.27 14.38 0.45 1.97(CT =OJ) 1.26 1.01 0.49 25.58 1.56 3.53(CT =Personal) 1.04 0.89 0.50 16.08 1.38 2.83(CT =Other) 1.74 0.94 0.90 36.15 3.41 5.70Hyperlinks *** 0.25 0.07 1.12 1.47 12.84 1.28
(CT =TM) x HP -0.12 0.10 0.73 1.08 1.39 0.89(CT = OJ)x HP* -0.24 0.10 0.64 0.96 5.60 0.79(CT = Personal) x HP *
-0.25 0.10 0.65 0.94 6.50 0.78
(CT = other) x HP**
-0.27 0.10 0.62 0.93 6.85 0.76
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TIME 1 TIME 2
blue: traditional
green:social media
green:social media
blue: traditional
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Qualitative Analysis of Retweeting internal contents (RQ2)
•45.1% were internally produced tweets.•News alerts from professional news
organization (BNO: 46 times, AlGaza: 38 times)
•134 include ordinary users’ emotional/expressive comments:
(1) tactical information (e.g. where and how to meet up for protest)
(2) expressive catchphrases (e.g. “War criminal Tony Blair called the situation Gaza ‘hell’”.)
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Conclusion & Discussions (1)• Hyperlinks from general online public influences
users’ information selection process in Twitter.
• CT becomes influential as time goes by, but only when interacting with Hyperlinks effects: Traditional form of contents does not necessarily guarantee the successful ‘filtering-in’.
• The popular use of commercial social media among Twitter users: Smart adaptation of popular web applications (i.e. aggregator website) requited for less visible content providers (e.g. Human Rights campaign delivered by Youtube or CNN I-Report better than by its own website)
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Conclusion & Discussions (2)• As a collective outcome, user selection reveals a few
prominent information providers and a large number of less visible providers…any implication regarding the diversification & decentralization of online news consumption?
• Retweeting to disseminate not only information but also emotions and strategic actions.
• Limitations… - no causal assessment possible - one specific case: question about generalizability? - English only
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ReferencesBarzilai-Nahon, K. (2008). Toward a theory of network gatekeeping: A framework for
exploring information control. The Journal of the American Society of Information Science and Technology, 59(9), 1493-1512.
Katz, E. (1957). The two-step flow of communication: An up-to-date report on a hypothesis. The Public Opinion Quarterly, 21(1), 61-78
Meraz, S. (2009). Is there an elite hold? Traditional media to social media agenda setting influence in blog networks. Journal of Computer-Mediated Communication, 14, 682-707.
Napoli, P. M. (2008). Hyperlinking and the force of “massification.” In J. Turrow and L. Tsui (Eds.), The Hyperlinked Society (p.56-69). Ann Arbor, MI: The University of Michigan Press.
Hindman, M. (2008). The Myth of Digital Democracy. Princeton, NJ: Princeton University Press.
McQuail, D. (1994). Mass communication theory: An introduction, 3rd ed., London, UK: Sage.
Mitchelstein, E. & Boczkowski, P. J. (2010). Online news consumption research: An assessment of past work and an agenda for the future. New Media Society, 12, 1085-1102.
Sunstein, C. (2001). Republic.com. Princeton, NJ: Princeton University Press. Yim, J. (2003). Audience concentration in the media: Cross-media comparisons and
the introduction of uncertainty measure. Communication Monograph, 70(2), 114-128.
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Thanks! Any Questions? Comments?