#ns14 - digital methods€¦ · donkeysound reptile youth quadron lana del rey pictures contents...

#ns14 Event Impact on IG through Following an Official Hashtag

The Digital Footprints Research Group

Eleonora, Emile, Simeona, Patty, Vimviriya, Philip at a distance: Anja Bechmann & Peter Vahlstrup

REMOTE EVENT !

NorthSide DK !

NorthSide Festival is a commercial festival, held every year in June in Aarhus, Denmark. The first festival was held in 2010 and it has evolved from a one-day event to a three-day festival in three

years. In 2014, 35,000 people participated in the festival. !

Digital Footprints Research Group Anja Bechmann, Head of Group & Associate Professor

5

Music Festival NorthSide 2014, Denmark

RESEARCH QUESTIONS !

1. How can we study event impact on IG through following an official #? !

2. To what extent can we map visitors' preferences by looking at the frequencies of the IG images (posted, liked, commented, tagged)?

!3. To what extent can we localize the festival through the geo tags in the IG media objects?

!4. To what extent can we use IG data to qualify the festival?

!

!SAMPLE

Instagram uploads under #NS14 !!!

12,000 images

and videos

120,000 images

and videos

Content Analysis

#ns14 Pre-festival day

During festival days

Post-festival day

12,000 images and videos

The Digital Footprints Research

!METHODOLOGY

!Main:

Use, explore and exploit the fact that it’s not a purely digital event. (Method validation?)

!!

1. Juxtapose (meta)data (of image and video) onto festival program 2. Content code random selection of images

3. Contrast top 200 most and 200 least liked images and videos 4. Use geotags extracted through the IG API

!!

Juxtapose (meta)data of images with festival program !!

PUBLISHED PICTURE FREQUENCY

LuluJames

ColdSpecks

Lars H.U.G Rhye Wild BeastsRy X BombayBicycle Club

Mount Kimbie James V McMorrow

Who Made Who

JUNE 12THbefore festival

F E S T I V A LP RO G R A M

Green Stage

Blue Stage

Red Stage

JUNE 13THduring festival



JUNE 16THafter festival

Ry X BombayBicycle Club


Who Made Who

pics number

likes

comments

highest amount

LEGENDA

Ane Brun RoyalBlood

White Lies Pixies QOTSA

The Blue Van FloggingMolly

Rudimental Arcade FIre

The Mountains Mont Oliver

Jurassic 5 Turboweekend Royksoppand Robyn

BrianJonestown M

Mø Asap Rocky Mew

Lucy Love Oh Land Franz Ferdinand The National

Donkeysound Reptile Youth Quadron Lana Del Rey

LuluJames

ColdSpecks



Who Made Who



Green Stage

Blue Stage

Red Stage







Who Made Who

Ane Brun RoyalBlood






BrianJonestown M

Mø Asap Rocky Mew



1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24

Level of analysis ALL pictures over 5 days summarised per hour

FINDINGS

Juxtapose (meta)data of videos with festival program !!

published video

LuluJames

ColdSpecks



Who Made Who



Green Stage

Blue Stage

Red Stage







Who Made Who

Ane Brun RoyalBlood






BrianJonestown M

Mø Asap Rocky Mew



LuluJames

ColdSpecks



Who Made Who



Green Stage

Blue Stage

Red Stage







Who Made Who

Ane Brun RoyalBlood




The Mountains Jurassic 5 Turboweekend Royksoppand Robyn

BrianJonestown M

Mø Asap Rocky Mew



1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24

Level of analysis ALL videos over 5 days summarised per hour

Content code random sample of images !!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!

Level of Analysis: 1. Random draw 50 images per 6 hours of the festival 2. Manually code using 5 codes (music, portrait, selfie, sphere, non-related)






music

portrait

selfie

sphere

other

Ry X

Bombay Bicycle Club

Lucy Love

Donkeysound

Reptile Youth

James VMcMorrow

Oh Land

Franz Ferdinand

Quadron

Lana Del Rey Who Made Who

The National

Bombay Bicycle Club

The Mountains

Mont Oliver

BrianJonestown M

Mø

James V Mc-Morrow

Turboweekend

Asap Rocky

Mew Who Made Who

Jurassic 5

Royksopp and Robyn

Lulu James

Cold Specks

Lars H.U.G

Ane Brun

Royal Blood

White Lies

The Blue Van

Flogging Molly

Rudimental

Rhye

Wild

Pixies

QOTSA

Arcade FIre

PICTURES CONTENTS


1AM - 6AM 7AM - 12AM 1PM - 6PM 7PM - 00PM 1AM - 6AM 7AM - 12AM 1PM - 6PM 7PM - 00PM 1AM - 6AM 7AM - 12AM 1PM - 6PM 7PM - 00PM 1AM - 6AM 7AM - 12AM 1PM - 6PM 7PM - 00PM 1AM - 6AM 7AM - 12AM 1PM - 6PM 7PM - 00PM

Content code top 200 most and least liked IGs !!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!Sampling: 1. 200 top liked and least 200 liked IGs. 2. Manually code using 5 codes (music, portrait, selfie, sphere, non-related)

Sphere

Music

Portrait

Non-related

Selfie

TOP 200 most LIKED !!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!

TOP 200 LEAST LIKED !!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!

Use geotags to ground event 1 !!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!

WORLD193 / 400 igs 200 most liked 200 least liked

NOT TAGGED207 of 400 total65 of 136 of

‘Cause there ain’t no business like showbusiness� @ tonyscottdk with @cocoquadron on stage yesterday - in your TV tonight! ‘Live from @ northside_dk - like being there’ tonight.

http://www.batchgeo.com/

Use geotags to ground event 2 !!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!! DENMARK190 / 200 igs 200 most liked 200 least liked

!!

Use geotags to ground event 3 !!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!! DENMARK190 / 200 igs 200 most liked 200 least liked

AARHUS 158 / 400 igs 200 most liked 200 least liked

Use geotags to ground event 4 !!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!

NORTHSIDE FESTIVAL GROUND123 / 200 igs 200 most liked 200 least liked

PRELIMINARY conclusions !


1. How can we study event impact on IG through following an official #? !

- The methodologies employed seem to deliver valid (and potentially much more code-dependent detailed) information

(external and internal validation). Example IG: More content during (inline with importance of acts) or after the events started.

Example IG x content: More music related content during or after the events started. !!

2. To what extent can we map visitors' preferences by looking at the frequencies of the IG images (posted, liked, commented, tagged)?

!- see combination of frequencies and content

Example1: Last day mostly Music related images & portraits Example 2: Decrease of the selfie over the festival (immersion?)

!


3. To what extent can we localize the festival through the geo tags in the IG media objects? !

See before - > Quite specifically

!!

4. To what extent can we use IG data to qualify the festival? !

Next slide !

PUBLISHED PICTURE FREQUENCY

LuluJames

ColdSpecks



Who Made Who



Green Stage

Blue Stage

Red Stage







Who Made Who

pics number

likes

comments

highest amount

��

Ane Brun RoyalBlood






BrianJonestown M

Mø Asap Rocky Mew



LuluJames

ColdSpecks



Who Made Who



Green Stage

Blue Stage

Red Stage







Who Made Who

Ane Brun RoyalBlood






BrianJonestown M

Mø Asap Rocky Mew



� � � � � � � ��

music

portrait

selfie

sphere

other

PICTURES CONTENTS

1AM - 6AM 7AM - 12AM 1PM - 6PM 7PM - 00PM 1AM - 6AM 7AM - 12AM 1PM - 6PM 7PM - 00PM 1AM - 6AM 7AM - 12AM 1PM - 6PM 7PM - 00PM 1AM - 6AM 7AM - 12AM 1PM - 6PM 7PM - 00PM 1AM - 6AM 7AM - 12AM 1PM - 6PM 7PM - 00PM

#ns14 - digital methods€¦ · donkeysound reptile youth quadron lana del rey pictures contents...

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