How to Analyze Social Media? Assessing the Promise of Mixed-Methods Designs for Studying the Twitter Feeds of PMSCs

Abstract

Social scientists and international relations scholars are increasingly analyzing data collected from Twitter or Facebook to examine political processes in which social media are used. The sheer amount of web 2.0 data and its heterogeneity (including text, photos, and videos), however, pose challenges which analysts frequently seek to overcome through a mixed method approach relying on both quantitative and qualitative methods. This article discusses the advantages and limits of using mixed methods for analyzing social media. We show how the shortcomings of quantitative methods such as sentiment analysis and data mining can be remediated by qualitative content methods in a study of the Twitter activity of private military and security companies (PMSCs).

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