master thesis: how twitter is influenced by traditional media

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Der Einfluss traditioneller Medien auf den inhaltlichen Verlauf von Twitterstreams Eine explorative Studie am Beispiel der #aufschrei- Debatte im Januar 2013 Masterthesis Tilman Wagner

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Twitter seems to be the it-bews-medium these days. It's fast and real-time and worldwide available. Often spearheading news, it also takes al lot of info from existing sources. This presentation is a short summary of a master thesis dealing with the question how much influence traditional media have on Twitter.

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Page 1: Master Thesis: How Twitter is influenced by traditional Media

Der Einfluss traditioneller Medien auf den inhaltlichen Verlauf von Twitterstreams

Eine explorative Studie am Beispiel der #aufschrei-Debatte im Januar 2013

Masterthesis

Tilman Wagner

Page 2: Master Thesis: How Twitter is influenced by traditional Media

How it all began ...

Page 3: Master Thesis: How Twitter is influenced by traditional Media

How it all began …

• Explain the outcry background and story

• Bild aus NYTimes von Brüderle und Himmelreich

• Bild von Marthadear im Vortrag

• Bild von Marthadear im TV/Jauch & SternTV

Page 4: Master Thesis: How Twitter is influenced by traditional Media
Page 5: Master Thesis: How Twitter is influenced by traditional Media

Scientific Background

Page 6: Master Thesis: How Twitter is influenced by traditional Media

• Agenda-Setting Model (Maxwell McCombs & Donald Shaw, 1968)

• Rising influence of social/new Media

• Changing media using habits

Page 7: Master Thesis: How Twitter is influenced by traditional Media

Research Questions

(1) Gibt es einen nachweisbaren Einfluss der traditionellen Medien auf die Twitter-Diskussion? Wenn ja, wie macht er sich bemerkbar?

(2) Gibt es Unterschiede zwischen den Einflüssen durch Fernsehen und Print? Wenn ja, wie stellen sich diese dar?

(3) Welche Bedeutung spielt das Agenda-Setting-Model in diesem Fall für Twitter als soziales Medium? Kann das Model Anwendung finden?

(4) Inwieweit kann die Idee des Inter-Media-Agenda-Settings auf Twitter übertragen werden?

Page 8: Master Thesis: How Twitter is influenced by traditional Media

The Data

Page 9: Master Thesis: How Twitter is influenced by traditional Media

Timeframe: 24.01. – 31.01.2013

Number of Tweets: 48.965

Number of Retweets: 40.263

Number of Links: 10.715

Page 10: Master Thesis: How Twitter is influenced by traditional Media
Page 11: Master Thesis: How Twitter is influenced by traditional Media

0 RETWEETS

01:44 PM –25 Jan 2013

Da nun doch öffter die Frage auftaucht was #aufschrei

bedeutet: http://t.co/kGC2j8cG via @SZ

Page 12: Master Thesis: How Twitter is influenced by traditional Media

Methodology

Page 13: Master Thesis: How Twitter is influenced by traditional Media

Three step analysis

• Key tone of the discussion

• Influence of Television

• Influence of Newspapers

Page 14: Master Thesis: How Twitter is influenced by traditional Media

Key tone

Page 15: Master Thesis: How Twitter is influenced by traditional Media

Television

Page 16: Master Thesis: How Twitter is influenced by traditional Media

Newspapers I

Page 17: Master Thesis: How Twitter is influenced by traditional Media

Newspapers II

Page 18: Master Thesis: How Twitter is influenced by traditional Media

Newspapers III

Page 19: Master Thesis: How Twitter is influenced by traditional Media

Analysis

Page 20: Master Thesis: How Twitter is influenced by traditional Media

74

34 36

28

42

56

64

103

96

61

3828

23

1621

1317

2115 13

26

12

16

10

18

913

2317 15 14 13 12

712

0

10

511

26

53 53

22 21

8

1611 9

4 5 4 3 3 2 3 2 14

022 0

14 18

28

44

1513

6 5 60 2

5 1 3 10

1 3 210

15

30

45

60

75

90

105

9

19

27

2316 18 18

27

34

42

3335

64

52

39

0

28

34

27

23

40

45

39

27

36

25

3537

25

0

16

0

2

1419

15129

1411

6

23

27 2724

48

42

29

19

24

12

33

20 22 18 21

28

22

3

1

17

11

610 9

4

20

15

0

23

10

17 16

26

2120

0

1311 10

27

21

1614

8

1820

90

10

20

30

40

50

60

Page 21: Master Thesis: How Twitter is influenced by traditional Media

1

15576

66246284 5950

3903

5708

3440

126

76

228188

56

157

65

40

18

31

11

15

23

7

1

10

100

1000

10000

1

15576

6624 6284 5950

39035708

3440

119

19

7

4537

1922

169

42

27

90

43

25

42

1

10

100

1000

10000

Page 22: Master Thesis: How Twitter is influenced by traditional Media

Results

• Bild ellenlange Formel mit Ergebnis = 1

Results

Page 23: Master Thesis: How Twitter is influenced by traditional Media

Sendungsbezug71,43%

Thema/Inhalt36,30%

Moderator8,89%

Diskussionsbezug23,28%

Gäste42,96%

Trolls, 4.76%Medien11,85%

Spam, 0.53%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Günther Jauch Sendungsbezug

Page 24: Master Thesis: How Twitter is influenced by traditional Media

Sendungsbezug31,64%

Thema/Inhalt36,30%

Parallelsendung;20,70%

Moderator; 1,23%

Diskussionsbezug29,69%

Gäste44,44%

Trolls, 17.19%

Medien11,11%

Spam, 0.78%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

SternTV Sendungsbezug

Page 25: Master Thesis: How Twitter is influenced by traditional Media
Page 26: Master Thesis: How Twitter is influenced by traditional Media
Page 27: Master Thesis: How Twitter is influenced by traditional Media

8.41%

21.31%

73.83% 72.13%

42.99%

25.41%

5.61% 11.48%

28.04% 34.43%

13.08% 7.38%14.95% 12.30%

5.61% 5.74%5.61% 6.56%

1.87% 3.28%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

intern extern intern extern

SZ Stern

Vergleich und Veränderung der Einflussfaktoren

sehr gering gering mittel hoch sehr hoch

Page 28: Master Thesis: How Twitter is influenced by traditional Media

Summary

Page 29: Master Thesis: How Twitter is influenced by traditional Media

(1) Yes, there is an influence.

(2) Yes, there is a difference between TV and Print

(3) The Agenda-Setting-Model does play a role and doesn‘t.

(4) Twitter is more likely to be an inter-media agenda setter

Page 30: Master Thesis: How Twitter is influenced by traditional Media

Questions?