96826 - METODI QUALITATIVI PER LO STUDIO DEI MEDIA DIGITALI

Learning outcomes

The course aims to provide a foundational understanding of qualitative methods for analyzing the vast realm of digital media and the related social phenomena within the fields of public, corporate, political, and/or journalistic communication. By the end of the course, students will be able to: (1) design research related to social phenomena linked to the world of digital media; (2) discuss different qualitative research paradigms in the context of digital media; (3) employ major qualitative methods for collecting data related to digital media and the associated social phenomena; (4) use key qualitative methods for analyzing data related to digital media and the associated social phenomena; (5) choose the most appropriate qualitative methods for data collection and analysis based on the research question and their specific case study; (6) present their research, methods employed, and results obtained in a coherent and communicatively effective written form.

Course contents

This course is designed as a hands-on learning experience based on the 'learning by doing' principle. Therefore, for participants, specific topics and content will be progressively agreed upon through ongoing dialogue with the instructor.

In the initial weeks, time will be dedicated to the selection and definition of qualitative research case studies on digital media, which will later be implemented in small groups of students. The choice of case studies will be based on the social phenomena to be investigated (such as brand activism on social media, the emergence and propagation of conspiracy theories in the vernacular web, the use of stock images in digital journalism) and the platforms of interest (such as TikTok, Telegram, Reddit). This hands-on approach will ensure active student engagement in learning and enable them to directly apply the methodologies discussed during the course.

Regarding the topics covered, we will initially explore general subjects related to qualitative methods, with a particular emphasis on digital media. Subsequently, we will examine some of the key approaches to collecting digital traces data. Finally, we will focus on data analysis, presenting both traditional qualitative techniques applied to the study of digital media and new approaches specifically designed to thoroughly analyze born digital artifacts.

Readings/Bibliography

Kozinets, R. V. (2019). Netnography: The Essential Guide to Qualitative Social Media Research. SAGE.

Salmons, J. E. (2021). Doing Qualitative Research Online. SAGE.

Rogers, R. (2023). Doing Digital Methods (2nd edition). SAGE.

Teaching methods

The course is centered on qualitative research methods and practices on and through digital media. For this reason, after case studies will be agreed upon, students will be divided into small groups. The teaching method will follow a 'flipped classroom' approach: readings and exercises will be carried out independently, while in class, we will discuss the emerging issues and collaboratively work on the implementation of case studies.

Assessment methods

Attendees (those who have actively followed and participated in at least 80% of the course) will be assessed based on a qualitative research case study related to digital media. The research will be conducted in small groups (3/4 people) during the course. Subsequently, each member will individually discuss this work through an oral examination.

Non-attendees will be required to study the texts in the bibliography and will be assessed through an oral exam.

Teaching tools

PowerPoint presentations, online resources, free software, articles, and documents not included in the textbooks but relevant to the topics covered in class.

Office hours

See the website of Federico Pilati