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 intended for those who wish to experiment with the so-called digital methods approach in the study of digital media and their respective digital cultures. This approach involves a critical and situated study of digital traces data combined with a creative use of the Internet as a research device. Everyday tools such as search engines and Generative Artificial Intelligence will be repurposed as prospective tools for social research.

The course is designed as a hands-on learning experience based on the learning by doing principle. 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 synthetic images in digital journalism) and the platforms of interest (such as TikTok, Telegram, Reddit). This hands-on approach guarantees active engagement and enables the direct application of the theories, methodologies, and research techniques covered in the course.

Readings/Bibliography

Caliandro, A., & Gandini, A. (2016). Qualitative research in digital environments: A research toolkit. Routledge.

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 digital methods and qualitative research 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-attending students must send the instructor a case study proposal via email which contain:
- research question (and its importance for digital media studies)
- research field (and possible obstacles to accessing the field)
- methods (and possible alternatives)
- expected results (and their value for possible stakeholders)
- reflection on the reasons that led you to choose the case study (and related ethical issues)
Subsequently, once this proposal has been approved by the instructor, those who wish to take the exam will have to proceed with sending the research report one week before the chosen exam session. The report will then be discussed through an oral exam.

Teaching tools

Online resources, free software, and documents not included in the textbooks but relevant to the topics covered in class.

Office hours

See the website of Federico Pilati