Computational Communication Flashcards

1
Q

Big Data meaning

A

condition in which the data are so large, complex, and/or variable that the tools required to understand it must be invented

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2
Q

Three different types of data

A
  1. Structured data
  2. Semi-structured data
  3. Unstructured data
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3
Q

Structured data

A

-well-defined, easily organized database information
-can go into spreadsheets for quick analysis

E.g. Yelp, star ratings are easy to store (stars are a way of categorization)

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4
Q

Unstructured data

A

-media posts on social media that doesn’t use a data model
-difficult to analyze for patterns

e.g. the posts and videos on social media platforms

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5
Q

Semi-structured data

A

-loosely organized into categories using meta tags

E.g. hashtags that help for quick searches of photo content which can be used to examine what types of posts lead to more engagement

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6
Q

What type of data has proliferated

A

unstructured data

previously data was structured

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7
Q

What is big data capable of?

A

big data sets have the potential to reveal and analyze patterns of of individual and group behavior

e.g. FB can determine if you’ll break up woth your partner before you do and will advertise products associated with this (e.g. ice cream)

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8
Q

How has big data “broken” American politics?

A

-overemphasis on big data has undercut meaningful poltical communication
-analysts no longer focus on centrism
-political campaigns target the beliefs of individual voters and maximize anger to get people to vote – worsened the partisan divide

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8
Q

Sources of big data

A

-digital life
-digital trace data
-digitalized life data

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9
Q

digital life data

A

capturing of digitally mediated social behaviors

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10
Q

digital trace data

A

the archival exhaust of modern bureaucratic organization

e.g. call logs, web page browsing data, social media likes and posts, location data, transactional data

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11
Q

digitalized life data

A

the movement of intrinsically analog behavior into digital form

e.g. what features of wedding dances charcterize a successful of unsuccessful marriage

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12
Q

*Two ways digital platform data may be viewed

A
  1. Generalizable microcosims of society (e.g. email and social networks)
  2. Distinctive realms where human experience now resides (e.g. Does FB accentuate or create an information filter)
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13
Q

*How is data obtained for research paradigms?

A

-observationl approches (digital trace data)
-theoretical approaches (computer simulations)
-experimental research (virtual labs and field experiments)
-computational communication (big data analytics and machine learning, such as AI)

has become difficult because platforms that were once open access (e.g. Twitter) are no longer

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14
Q

What is computational communication?

A

applying digital tools and automated methods to study human communication

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14
Q

Example of computational communciation?

A

Conducting social media sentiment analysis using AI to track public opinion during elections

e.g. Kamala Harris told to stay away from discussing trans rights because sentiment anlaysis revealed conservatives would twist the issue

15
Q

Increasing availability of digital data

A

-shift from traditional media (e.g. print) to digital makes comm data easier to track
-Once difficult to track, media consumption can now be observed in online spaces

E.g. nielsen box vs online tracking (House of Cards show which is analytics driven)

16
Q

rise of user generated data

A

Unlike past media, content dominated by institutional producers, today’s media landscape is driven by individuals creating content on social media and digital platforms
Requires new methods to analyze vast and diverse datasets

E.g. changes in beauty practices. Switch from glam to natural. company can use these analytics to switch product line

17
Q

Emergence of new digital media analytics

A

-rise of AI powered tools like chatbots, voice assitants, recommender systems
- requires innovative research designs to study personalization, automation, and algorithm influence

e.g. chatbots that can analyze human behavior to calibrate the chatbot’s conversation – for example, if a customer is angry
e.g. personalization of emails to drive sales (such as “Hi Audrey”)

18
Q

Advancements in Computational Power and Accessibility

A

Improved data STORAGE, computing POWER, and OPEN SOURCE programming frameworks have made computational research more feasible

19
Q

Data collection techniques

A

APIs, web scraping, and tracking and data donation

20
Q

Data collection: Application Programming Interfaces (APIs)

A

applications that allow access to data across mutliple platforms

e.g. Twitter API collecting tweets on a specific hashtag

21
Q

Data collection: Web scraping

A

automated scripts extracting publicly available content

E.g. scraping news websites to study political coverage trends and how a political issue is being covered by different news sites

22
Q

Data collection: Tracking and Data Donation

A

voluntary user contributions for research

e.g. Participants donating browsing history for misinformation studies

23
Q

Research Design Innovations

A

Personalized content analysis: studies of how recommender system influence users
E.g. spotify recommending songs

Experimental designs with AI: testing user interactions with AI generated content

Social media interaction studies: examining how digital engagement influence attitudes
E.g. how emotionally charged language influences thoughts on a given issue

24
Q

Analytical approaches

A

Supervised machine learning: algorithms using labeled data to train models to predict specific outcomes (e.g. Teaching an AI to detect fake news based on human-labeled examples)

Unsupervised learning (topic modeling): when algorithms identify themes without predefined labels (e.g. AI detecting dominant themes in political discourse from thousands of new articles)

Deep learning and neural networks: advanced techniques for processing text, images, and video (e.g. Detecting bias in media coverage using AI-driven semantic analysis)

25
Q

Future Research directions

A

Expanding computational research beyond english and text based media (currently pulling form english language so there’s a heavy skew)

Understanding the societal impact of algorithms (including recommender systems, content filters, AI generated content shape public discourse, raising concerns about bias, misinformation, and algorithmic transparency)

Addressing bias in AI models

Studying the authenticity crisis in communication

26
Q

Sampling and statistcal inference: sampling bias

A

Sampling bias refers to pulling from a sample that is skewed towards a certain perspective

e.g. drawing a sample from X is heavily represented from conservative and male oriented perspectives

27
Q

Research example: sentiment analysis of public discourse

A

-Taylor Swift recetnly announced she’s taking some time off

-data collection: collect dataset of social media posts, news articles, and blogs that mention Taylor Swift

-sentiment analysis: use NLP technqiues to categorize commetary as positive, negative, or neutral

-network analysis: map the spread of information to determine key influencers and nodes that contribute to the narrative that she’s in the spotlight too much