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Social Media Network Mapping

Some Contributions to Public Debate in Australia and Elsewhere

Continuing with the round-up of recent activity I began in my last few posts (covering new articles, new conference presentations, new research videos, and my lecture series on Gatewatching and News Curation), here’s an update on a few other writings and presentations for a more general audience.

Facebook News Ban Redux

Perhaps most timely of these, paradoxically, is the oldest: in October 2022 I was interviewed by Canadian legal scholar Michael Geist on his long-running Law Bytes podcast, about Canada’s proposed C-18 bill that is modelled closely on Australia’s controversial News Media Bargaining Code. In Australia, the NMBC resulted in Facebook blocking Australian users from accessing or posting any news on its platform for over a week, before a compromise that strongly favoured Facebook was found – and as I write this, the same is happening in Canada. I spoke to Michael about Australia’s long and tortured path towards and through the news ban, and shared our findings on what happened on Facebook during the Australian news ban (in short: live continued as usual, proving Facebook’s point that news matters a lot less to the platform than policy-makers might have thought):

Social Media Campaigning on the Voice Referendum

In other current events, my QUT Digital Media Research Centre colleagues and I have also begun to track the social media campaigns surrounding Australia’s referendum on an Indigenous Voice to Parliament, which will be held in the final quarter of 2023. We’re still at an early stage of the campaign, of course, but already the PoliDashboard project (which our colleagues at the Social Media Lab at Toronto Metropolitan University have kindly extended to cover Australia) is picking up on the intensified advertising on Facebook and Instagram, and so is our Australian Ad Observatory operated by the Centre for Automated Decision-Making and Society (ADM+S). Together with my colleague Dan Angus, I published an overview of our observations to date in The Guardian recently; subsequently, I also appeared on the Centre for Responsible Technology’s Burning Platforms podcast:

A Quartet of New Articles: Public Sphere, Platform Policy, Polarisation, and Social Media Data

Now that the ICA 2023 and IAMCR 2023 conferences are over and I’m back in Brisbane with a little time before the next round of conferences (ECREA PolCom in Berlin in August, Future of Journalism in Cardiff in September, and AoIR in Philadelphia in October), I’m finally finding some time to update this blog with some new publications as well – in addition to the various conference presentations and papers I already shared in previous posts.

First, I’m really pleased to have published a conceptual article in a special issue of the Communication Theory journal that was edited by Mike Schäfer and Mark Eisenegger. Here, I’m returning to my long-standing interest in dragging public sphere theory kicking and screaming into the digital age, by outlining a number of the fundamental building blocks of the network of publics that has become our everyday reality, and identifying some of the empirical approaches we may use to study those building blocks and their interrelationships in situ. Written in late 2022, many of the examples I use to illustrate these approaches are still drawn from waning social media platforms like Twitter and Facebook, so one of the next challenges for our field will need to be to translate these approaches to new and emerging online platforms – and that will certainly also be an important aspect of my work over the coming years.

Axel Bruns. “From ‘the’ Public Sphere to a Network of Publics: Towards an Empirically Founded Model of Contemporary Public Communication Spaces.Communication Theory, June 2023. DOI: 10.1093/ct/qtad007.

Brokerage Roles in Quote Tweets by US Congress Members

And the final speaker in this IAMCR 2023 session is Liang Lan, whose focus is on the use of moral language in climate change debate on Twitter. Such debates have long been politicised and polarised in countries like the US; the present study is interested in the different roles that participants in these debates in Twitter may assume.

The Evolution of Political Polarisation in Brazil during the Bolsonaro Years

The next speaker in this IAMCR 2023 session is Pablo Ortellado, whose interest is in the segregation of Brazilian political communities on social media during the Bolsonaro presidency. The network analysis literature offers two major approaches to measure this, focussing either on both the separation and internal cohesion of clusters, or solely the separation of clusters, and the former seems to align more with definitions of polarisation that focus both on increased separation between and increased cohesion within polarised groups.

Shifting Patterns of Polarisation in Spain and Catalunya as New Parties Enter Politics

The final IAMCR 2023 session for today is one that also contains a couple of presentation from my current Laureate Fellowship project, but we start with Frederic Guerrero-Solé, whose focus is on political polarisation on Twitter in Catalunya and Spain. It’s important to study cases like this because polarisation research remains so dominated by studies of the bipolar US system, which simply don’t translate well to anywhere else.

The Dynamics of Antagonism in Controversial Online Discourse

The next speaker in this session at IAMCR 2023 is Svetlana Bodrunova, whose interest is in dynamic polarisation in online discussions. She notes that polarisation has often be confused with the idea of echo chambers, but that our methods have generally overlooked the dynamics of polarisation. A better approach to understanding the idea is to use the concept of cumulative deliberation, which recognises that opinions form online through the gradual accumulation of posts and engagement.

A Clutch of Presentations from ICA 2023

Following on from the videos I shared in the previous post, here’s a round-up of a few recent presentations. These are all from the 2023 International Communication Association conference in Toronto, and mostly from my Laureate Fellowship project on polarisation and partisanship.

And coming up shortly: our presentations and my liveblogging from IAMCR 2023 in Lyon!

But back to Toronto: first, my colleague Sebastian Svegaard presented our study of political leaders’ posts across four national elections at an ICA pre-conference on comparative research over time, across platforms, and across nations – and we focussed especially on that cross-national comparison. The slides alone may not do it justice, but there’s a huge amount of work behind this analysis of a broad range of affective signalling by lead election candidates in Australia, Brazil, Denmark, and Perú, and the patterns that are emerging from this are fascinating. Still more work to do in analysing and processing this, but expect more insights from this research at a conference near you soon…

Sebastian Svegaard, Tariq Choucair, Kate O'Connor Farfan, and Axel Bruns. “Affective Polarisation in Political Leaders' Discourses: A Comparison between Australia, Brazil, Denmark, and Perú.” Paper presented at the ICA 2023 preconference Comparative Digital Political Communication: Comparisons across Countries, Platforms, and Time, Toronto, 25 May 2023.

A Few More Updates before the End of the Year

As the year and my Guest Professorship here at the Institut für Kommunikationswissenschaft und Medienforschung (IKMZ) at the University of Zürich are coming to an end, here are a handful of final updates hot of the presses.

First, I’m very happy to say that at article about the Russian propaganda organ RT’s audiences on Facebook has just been published in Information, Communication & Society. This was a difficult piece of research not least because it involved coding data in six languages, but I’m delighted to say that we managed to find native speakers of all those languages (Russian, English, Spanish, French, Arabic, and German) in-house at the QUT Digital Media Research Centre. My sincere thanks especially to my excellent colleague Sofya Glazunova for leading this project.

Sofya Glazunova, Axel Bruns, Edward Hurcombe, Sílvia X. Montaña-Niño, Souleymane Coulibaly, and Abdul K. Obeid. “Soft Power, Sharp Power? Exploring RT’s Dual Role in Russia’s Diplomatic Toolkit.Information, Communication & Society, 21 Dec. 2022. DOI: 10.1080/1369118X.2022.2155485.

Just a few days earlier, a new article about the social media amplification of articles in The Conversation that referred to preprint content relating to the COVID-19 pandemic also came out, in Media International Australia. But I have to stress that I only had limited involvement with this work – most of the heavy lifting was done by DMRC Visiting Scholar Alice Fleerackers (usually of Simon Fraser University) and my DMRC colleague Michelle Riedlinger.

Alice Fleerackers, Michelle Riedlinger, Axel Bruns, and Jean Burgess. “Academic Explanatory Journalism and Emerging COVID-19 Science: How Social Media Accounts Amplify The Conversation’s Preprint Coverage.Media International Australia, 19 Dec. 2022. DOI: 10.1177/1329878X221145022.

A few months ago my colleague Aljosha Karim Schapals and I also published a new article in Media and Communication that explores how journalists have perceived and reacted to the challenge of ‘fake news’. This was based on Aljosha’s extensive interviews with newsworkers in Australia, the UK, and Germany, and provides some fascinating insights into the journalistic mindset in relation to this critical challenge.

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