Deep Data: Analyzing Power and Influence in Social Media Networks

  • Fiona Martin
  • Jonathon Hutchinson
Living reference work entry


Social media network analysis (SMNA) is an interdisciplinary Internet studies methodology which uses computational methods to track, map, and analyze the conduct of social relationships on social networking and social media platforms. Increasingly SMNA is being used to explore the nature of online sociality and to address questions about communicative power and influence. This chapter explores SMNA’s history, principles, and epistemological foundations, uses, and analytical methods, with a critical focus on the dimensions of researchers’ access to, interpretation, and governance of social media datasets. Each section explores methodological problems that arise during the capture, filtering, interpretation, and representation of real-time data flows in transnational, commercialized social media streams. Centrally the chapter interrogates and explores how researchers can derive deeper, better culturally informed information from big data flows.


Social media Social network analysis Sociometrics Big data Network influence 


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Copyright information

© Springer Science+Business Media B.V., part of Springer Nature 2018

Authors and Affiliations

  1. 1.Department of Media & CommunicationsUniversity of SydneyCamperdownAustralia

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