master thesis: how twitter is influenced by traditional media
DESCRIPTION
Twitter seems to be the it-bews-medium these days. It's fast and real-time and worldwide available. Often spearheading news, it also takes al lot of info from existing sources. This presentation is a short summary of a master thesis dealing with the question how much influence traditional media have on Twitter.TRANSCRIPT
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Der Einfluss traditioneller Medien auf den inhaltlichen Verlauf von Twitterstreams
Eine explorative Studie am Beispiel der #aufschrei-Debatte im Januar 2013
Masterthesis
Tilman Wagner
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How it all began ...
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How it all began …
• Explain the outcry background and story
• Bild aus NYTimes von Brüderle und Himmelreich
• Bild von Marthadear im Vortrag
• Bild von Marthadear im TV/Jauch & SternTV
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Scientific Background
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• Agenda-Setting Model (Maxwell McCombs & Donald Shaw, 1968)
• Rising influence of social/new Media
• Changing media using habits
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Research Questions
(1) Gibt es einen nachweisbaren Einfluss der traditionellen Medien auf die Twitter-Diskussion? Wenn ja, wie macht er sich bemerkbar?
(2) Gibt es Unterschiede zwischen den Einflüssen durch Fernsehen und Print? Wenn ja, wie stellen sich diese dar?
(3) Welche Bedeutung spielt das Agenda-Setting-Model in diesem Fall für Twitter als soziales Medium? Kann das Model Anwendung finden?
(4) Inwieweit kann die Idee des Inter-Media-Agenda-Settings auf Twitter übertragen werden?
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The Data
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Timeframe: 24.01. – 31.01.2013
Number of Tweets: 48.965
Number of Retweets: 40.263
Number of Links: 10.715
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0 RETWEETS
01:44 PM –25 Jan 2013
Da nun doch öffter die Frage auftaucht was #aufschrei
bedeutet: http://t.co/kGC2j8cG via @SZ
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Methodology
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Three step analysis
• Key tone of the discussion
• Influence of Television
• Influence of Newspapers
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Key tone
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Television
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Newspapers I
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Newspapers II
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Newspapers III
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Analysis
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74
34 36
28
42
56
64
103
96
61
3828
23
1621
1317
2115 13
26
12
16
10
18
913
2317 15 14 13 12
712
0
10
511
26
53 53
22 21
8
1611 9
4 5 4 3 3 2 3 2 14
022 0
14 18
28
44
1513
6 5 60 2
5 1 3 10
1 3 210
15
30
45
60
75
90
105
9
19
27
2316 18 18
27
34
42
3335
64
52
39
0
28
34
27
23
40
45
39
27
36
25
3537
25
0
16
0
2
1419
15129
1411
6
23
27 2724
48
42
29
19
24
12
33
20 22 18 21
28
22
3
1
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610 9
4
20
15
0
23
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17 16
26
2120
0
1311 10
27
21
1614
8
1820
90
10
20
30
40
50
60
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1
15576
66246284 5950
3903
5708
3440
126
76
228188
56
157
65
40
18
31
11
15
23
7
1
10
100
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1
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6624 6284 5950
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Results
• Bild ellenlange Formel mit Ergebnis = 1
Results
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Sendungsbezug71,43%
Thema/Inhalt36,30%
Moderator8,89%
Diskussionsbezug23,28%
Gäste42,96%
Trolls, 4.76%Medien11,85%
Spam, 0.53%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Günther Jauch Sendungsbezug
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Sendungsbezug31,64%
Thema/Inhalt36,30%
Parallelsendung;20,70%
Moderator; 1,23%
Diskussionsbezug29,69%
Gäste44,44%
Trolls, 17.19%
Medien11,11%
Spam, 0.78%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
SternTV Sendungsbezug
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8.41%
21.31%
73.83% 72.13%
42.99%
25.41%
5.61% 11.48%
28.04% 34.43%
13.08% 7.38%14.95% 12.30%
5.61% 5.74%5.61% 6.56%
1.87% 3.28%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
intern extern intern extern
SZ Stern
Vergleich und Veränderung der Einflussfaktoren
sehr gering gering mittel hoch sehr hoch
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Summary
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(1) Yes, there is an influence.
(2) Yes, there is a difference between TV and Print
(3) The Agenda-Setting-Model does play a role and doesn‘t.
(4) Twitter is more likely to be an inter-media agenda setter
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Questions?