Social research applied to social networks. A methodological innovation for the analysis of Facebook Likes

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dc.contributor.authorParra Contreras, María Pilar
dc.contributor.authorGordo López, Ángel Juan
dc.contributor.authorD' Antonio, Sergio
dc.date.accessioned2023-06-19T15:09:29Z
dc.date.available2023-06-19T15:09:29Z
dc.date.issued2014
dc.description.abstractFacebook is already part of our social imaginary. Its notoriety has grown exponentially in the Age of Big Data. This article illustrates some of the ways in which social networks might function as a major resource of information for social research. These possibilities are illustrated through the case study of groups of people who drive under the influence of alcohol and drugs. Method. This study is based on quantitative and qualitative tools: a short online survey questionnaire made accessible through Facebook, which allows the obtaining of quantitative primary data, and the qualitative analysis of the Facebook Likes (215,232) of the survey participants (n=1,437). Results. The analysis shows that three risk groups (high, medium, low) can be differentiated among participants based on their driving patterns under the influence of alcohol and drugs and on the basis of the life styles, which they reflect through theirFacebookLikes, and of classical structural variables. In particular, the high-risk group exhibits preferences and tastes that are closer to social discontent and resistance, and it is the group with the lowest educational level and the highest rate of casual employment. Conclusions. This research study shows the usefulness of social networks in the socio-demographic and cultural characterisation of risk groups, which must be a preliminary step to the design and dissemination of prevention and awareness-raising campaigns.
dc.description.departmentDepto. de Sociología: Metodología y Teoría
dc.description.facultyFac. de Ciencias Políticas y Sociología
dc.description.refereedTRUE
dc.description.statuspub
dc.eprint.idhttps://eprints.ucm.es/id/eprint/42396
dc.identifier.doi10.4185/RLCS-2014-1008en
dc.identifier.issn1138-5820
dc.identifier.officialurlhttp://www.revistalatinacs.org/069/paper/1008_UCM3/RLCS_paper1008en.pdf
dc.identifier.urihttps://hdl.handle.net/20.500.14352/35451
dc.issue.number69
dc.journal.titleRevista Latina de Comunicación Social
dc.language.isospa
dc.page.final212
dc.page.initial195
dc.publisherUniversidad de La Laguna
dc.rights.accessRightsopen access
dc.subject.keywordConsumption
dc.subject.keywordFacebook
dc.subject.keywordLikes
dc.subject.keywordSociocultural model
dc.subject.keywordRoad safety
dc.subject.ucmInvestigación social
dc.subject.ucmInternet (Ciencias de la Información)
dc.titleSocial research applied to social networks. A methodological innovation for the analysis of Facebook Likes
dc.typejournal article
dspace.entity.typePublication
relation.isAuthorOfPublicationf2974b7e-b90c-4264-907d-a49827c4dae0
relation.isAuthorOfPublication91fd0a09-a9c8-4791-bc9e-9d90dd30c065
relation.isAuthorOfPublication.latestForDiscovery91fd0a09-a9c8-4791-bc9e-9d90dd30c065
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