Exploring the network agenda setting model with big social data
Publication: L, 2015
Abstract
In the first section of this chapter, we outline the major benefits that a big data study of social media can yield in NAS. The second section outlines in detail the methodological steps needed to complete such a study. For this chapter, we rely on major studies of the 2012 election that captured millions of Tweets and performed big data analytics. The chapter closes with a discussion of future big data, social media NAS studies. Section 1: Why Big Data & Social Media? Big Data is a term that is thrown around loosely. It is used to represent the size of the analysis, not necessarily the scope. So what does big data really bring to the table when it comes to the third-level of agenda-setting analysis? Here we argue power and detail. Power & Detail Big data analysis allows for greater power in effect sizes. Basic statistics tells us that when the n grows, the size of the effect that is needed to be significant shrinks. The statistical value of power can often result in the difference between “approaching significance” and actually reaching it. With this power comes a need for responsibility of the researcher, which we discuss at the end of this chapter. Indeed, the power of big data studies can enable us to control for as many variables as we can muster in regression, and still have significant effect sizes. Moreover, big data sets such as Vargo et al. (2014) allow for great flex
How to Cite
Vargo, C., & Guo, L. (2015). Exploring the network agenda setting model with big social data. In L. Guo & M. McCombs (Eds.), The power of information networks: New directions for agenda setting (pp. 55–65). New York, NY: Routledge. https://doi.org/10.4324/9781315726540
Version and Rights
This is the author preprint. For the final published version, see the DOI above.