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Online Multi-Contextual Analysis: (Re)Connecting Social Network Site Users with Their Profile
Abstract
This chapter proposes online multi-contextual analysis (OMCA) as a new multi-method approach for investigating and analyzing the behaviors, perceptions, and opinions of social network site (SNS) users. This approach is designed to extend methods currently available for the investigation of the use and social consequences of these sites with techniques that converge upon and triangulate users’ perceptions of their online behavior. Using quantitative measures of SNS usage, OMCA provides a much neglected level of analysis. We discuss current methodological practice in SNS research and introduce OMCA as an alternative approach. We then describe two studies that have employed OMCA to illustrate the method’s diversity and potential for providing new insights. Finally, we discuss the strengths and weaknesses of OMCA in comparison to single approaches and draw conclusions for theories of SNSs.
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