Marketing Workshop: Data Analysis with Jenna Drenton
Interpretive Techniques for Exploring Consumer Culture through Social Media
Modern consumers’ lives are deeply intertwined with social media—they rant about customer service on YouTube, share political opinions on Twitter, and post hashtagged selfies on Instagram. As consumers’ online and offline lives increasingly converge, social media offer opportunities to better understand their experiences. Widely available tools for capturing large-scale quantitative datasets allow researchers to count and measure social media content. While such metrics are important, they do not necessarily account for consumers’ lived experiences or symbolic meaning within the data. Studying social media through interpretive methods is critical to understanding consumer culture, beyond automated analytics. For instance, on image-based sites like Instagram, what users say in their captions complement what they show in their photos. Therefore, text analyses alone may not fully capture the meaning embedded within social media images.
The aim of this workshop is to equip attendees with skills to collect, analyze, and interpret qualitative data from popular social media platforms including Twitter, Facebook, YouTube, Instagram, and Pinterest. Drawing on interpretive methods, we will address the following:
- Benefits and opportunities for examining consumer culture through qualitative social media analyses
- Methods for capturing social media data, including hashtags tracking and manual approaches for troubleshooting API roadblocks
- Approaches for examining image-based social media data, including narrative analysis, autodriving, and visual content analysis
- Critical questions around ethics and privacy in social media research
To register for this event, please contact Josephine Previte.