Egocentrične javnosti in mnenjska polarizacija na omrežju Facebook; primer zaprte skupine komunikologija – MKŠ 2013/14

Babnik, Klemen (author), Oblak Črnič, Tanja (mentor)

V diplomski nalogi sem analiziral zaprto Facebook skupino komunikologija – MKŠ 2013/14. S pojavom svetovnega spleta in družbenih omrežji so se začele pojavljati nove skupnosti, ki jih imenujemo virtualne skupnosti. Družbeno omrežje Facebook predstavlja prostor, kjer se virtualne skupnosti lahko med drugim oblikujejo okoli skupnih interesov. Posameznik je istočasno lahko član številnih virtualnih skupnosti, kar je značilno za egocentrične javnosti, ki se od tradicionalnih ločijo po sestavi in velikosti. Pomemben del družbenih omrežji so algoritmi in filtri, ki zagotavljajo pozitivno uporabniško izkušnjo, a pri tem uporabnika ujamejo v mnenjski mehurček, ki uporabniku otežuje spoznavanje novega znanja. Na podlagi prebrane literature sem si zastavil dve raziskovalni vprašanji: ali člani zaprte Facebook skupine komunikologija – MKŠ 2013/14 iščejo predvsem informacije v povezavi s Katedro za medijske in komunikacijske študije in ali se je zaprta Facebook skupina komunikologija – MKŠ 2013/14 pri vprašanjih, ki se ne nanašajo dotično na vprašanja medijskih in komunikacijskih študij, izkazala kot manj uporabna/primerna? Na raziskovalni vprašanji sem odgovorili s pomočjo vsebinske analize, kjer sem z latentnim kodiranjem analiziral 412 objav, ki so nastale med 1. oktobrom 2015 in 31. septembrom 2016. Poglobljene odgovore sem pridobil s pomočjo petih intervjujev. S pomočjo obeh metod sem pritrdilno odgovoril na obe raziskovalni vprašanji. Nakazal sem, da pri omenjeni skupini prihaja do pojava egocentričnih javnosti, za dokazovanje mnenjske polarizacije pa bi bilo potrebno razširiti analizo.

• Language: Slovenian
• Keywords: Virtualna skupnost, družbena omrežja, Facebook, egocentrične javnosti, polarizacija mnenj
• Work type: Bachelor thesis/paper
• Organization: FDV - Faculty of Social Sciences
• Year: 2019
• PID: 20.500.12556/RUL-110826
• COBISS.SI-ID: 36459357
• Publication date in RUL: 20.09.2019

Secondary language

• Language: English
• Title: Egocentric publics and opinion polarization on the social network Facebook; example of a closed group komunikologija – MKŠ 2013/14

Abstract

In the bachelor dissertation, I analyzed a closed Facebook group called komunikologija – MKŠ 2013/14. With the invention of the World Wide Web and Social Networks, new types of communities started to appear, also known as Virtual Communities. Facebook is one of the social networks, where virtual communities are made around common interests. Every individual can simultaneously be a member of several virtual communities, which is one of the characteristics of egocentric publics. Egocentric publics differ themselves from traditional publics by their size and structure. Filters and algorithms are crucial for a positive user experience on social networks, but also bring the side effect called the Filter Bubble, which hinders the process of gathering new knowledge for the user. Based on the written theory, I formed two research questions: Do the members of the closed Facebook group komunikologija – MKŠ 2013/14 predominantly search for information regarding the Chair of Media and Communication Studies and did the closed Facebook group komunikologija – MKŠ 2013/14 offered poorer answers, regarding to the questions not directly attached to the Media and Communication Studies. The questions were answered by analyzing the content of 412 posts, made between the 1st. of October 2015 and 31st. of September 2016, using latent coding. In-depth answers were received by conducting five interviews. Both methods provided a positive answer for both research questions. I indicated that traits of egocentric publics are present in the researched group, while for proving opinion polarization, a wider analysis would be required.

• Keywords: Virtual Community, Social Networks, Facebook, Egocentric Publics, Opinion Polarization