Methodologies applied to Online Social Networks: the importance of considering the unit of analysis for research

a importância de considerar a unidade de análise para a pesquisa

Abstract

The paper situates itself with the field of studies on techniques and methodological tools used for the analysis of empirical objects in scientific frontier areas, specifically focusing on Online Social Networks (OSN). It explores the importance of selecting the unit of analysis in OSN research. Through the analysis of recent works presented at some Brazilian conferences, the paper identifies three distinct analysis categories: micro, meso, and macro. The micro group considers user accounts/content producers as the unit of analysis, aiming to identify "who says" and "how it is said." The meso group investigates interactions between accounts, seeking to understand the relationships between them and the formation of communities. The macro group is concerned with the temporal dimension of the presence and intensity of the theme, identifying the theme's survival on Twitter and its level of intensity. The article emphasizes the importance of choosing the appropriate unit of analysis for research objectives, avoiding seeking correct answers to the wrong research questions. Additionally, automated content analysis, one of the most widely used tools in the study of Online Social Networks, can be useful for identifying the homogeneity or heterogeneity of texts published in discussions on the topic. The study also demonstrates how macro-level analysis can be crucial for understanding the presence and intensity of the theme over time. To exemplify the application of these diverse analytical techniques, the article analyzes discussions on Twitter about former president Jair Bolsonaro's meeting with ambassadors about electronic voting machines, which took place in July 2022.