Online Multi-Contextual Analysis: (Re)Connecting Social Network Site Users with Their Profile

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Author(s): Alyson Young (The University of Maryland, Baltimore County, USA), David Gurzick (University of Maryland, Baltimore County, USA)and Anabel Quan-Haase (The University of Western Ontario, Canada)
Copyright: 2011
Pages: 13
Source title: Handbook of Research on Methods and Techniques for Studying Virtual Communities: Paradigms and Phenomena
Source Author(s)/Editor(s): Ben Kei Daniel (University of Saskatchewan, Canada)
DOI: 10.4018/978-1-60960-040-2.ch032

Keywords: Information Science Reference / Media & Communications / Social Computing / Virtual Communities & Virtual Reality

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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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Online Multi-Contextual Analysis: (Re)Connecting Social Network Site Users with Their Profile

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