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Qualitative Analysis of Social Media Content


Social media has become an important part of social life. It influences individuals’ convictions, qualities, states of mind as well as their expectations and practices. Therefore, web-based social networking empowers governments and associations to draw in individuals while permitting customers to make informed choices. Analyzing web-based social networking content as data, key ideas, and subjects is pivotal for producing learning and defining techniques. Because of this, the Internet has attracted a considerable number of research groups (Jong, Duckers, & Van der Velden, 2016).

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Specifically, the critical part of examining social media and systems to propel the comprehension of data sharing, sentiment development, and dissemination has already been perceived (Mitchell, 2007). Social media content is broadly open, accessible, and up-to-date in electronic procedures. By utilizing the data gathered from social media, specialists can transform important experiences into convictions, qualities, dispositions, and views of social media users on the utility of the content produced, its substance, and the formation of trust (Mitchell, 2007). This paper provides an analysis of the content shared through social media with the aim of highlighting the complex nature of the platform as a communication tool.

Literature Review

Social media consist of applications that are Internet-based and are created in line with the technological foundations of Web 2.0 (Nabi & Oliver, 2009). It enables the formation and sharing of client-generated content. By using web-based technology and the Internet, social media can transform the sharing of information from one individual to many into sharing information from many to many. Users can upload things like videos, music, photos, and text posts that enable them to share opinions, feelings, ideas, and experiences with other members of their circle of acquaintances, including the ones who can be considered friends.

Social media have undergone remarkable growth, especially in developing countries. In particular, mobile platforms, on-line forums, social networking sites, and instant messaging services have seen an exponential growth that has led to the broad use of social media (Rihoux, 2013). In such a manner, social media have turned into an effective tool of democratization. Additionally, social media has empowered correspondence and joint efforts among people at an enormous scale without geographical, temporal, and framework constraints (Nabi & Oliver, 2009).

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The Content Analysis of Social Media

The sharing of views about a product or service, either positive or negative, is on the increase in social media and has a substantial effect on society. Because of this, researchers have come up with various tools for analyzing the content of the posts and clustering the documents and tools that help in text mining together (Rihoux, 2013). The unsupervised potential topic learning is useful in different applications, such as arranging documents according to their topics and filtering the information based on the preference of the user. The Bayesian model is used to collect text documents based on the topic. This topic ideal can be seen as a probabilistic model of hidden semantic investigation.

The existing ways of dealing with conclusion investigation, whether learning-based or rule-based, have concentrated on deciding the scores for some documents (Salkind, 2010). By differentiation, this approach concentrates on recognizing the topics and connections among those topics through conducting exploratory element investigations and topical mapping. Specifically, exploratory factor investigation is utilized to distinguish the components or topics and the factors or words that have a place under particular classifications (Flick, 2014). Topical mapping finds connections between given co-events as presented in sampled writings (Nabi & Oliver, 2009). This approach can be utilized to separate both certainties and suppositions from on-line networking content.

More Technology Research Paper Topics

Content analysis refers to a technique used to draw inferences by identifying the specific features of messages, both systematically and objectively (Jong, Duckers, & Van der Velden, 2016). It involves a qualitative analysis of the messages, as well as summarizing that relies on the scientific method and not limited to the context of the messages’ presentation or the types of variables that can be measured. Utilized as an examination strategy, the content inquiry has a few focal points (Salkind, 2010).

First, it provides an important understanding of the circumstance which are not restricted by existing perspectives or philosophies, hence, permitting new speculations on the theme to be found (Mitchell, 2007). Second, the content examination is exceptionally powerful when relevant models, which serve as premises for quantitative research activities, are inaccessible (Nabi & Oliver, 2009). Additionally, the observational approach takes into consideration the members' suppositions (Flick, 2014).

Research Question

  • What does the qualitative analysis of the social media content indicate about its quality?

Review of Social Media Content and Analysis

The content reviewed is from the forum that advises people on the best sites to travel to and places for accommodation to book. ‘This beautiful light and water display is none other than Lake Symphony. It’s one of the many attractions in Kuala Lumpur City Centre along with the can’t-miss, iconic Petronas Twin Towers. Really, you can’t miss them, they're among the tallest buildings in the world!’- Steve Kaufer, TripAdvisor CEO. The capital of Malaysia is an illustrative example of utilizing social media content investigation procedures. Kuala Lumpur’s image plays a critical role in the improvement of its tourism industry. Therefore, business owners and government officials need to know how travelers see the city.

The qualitative approach method used to analyze the data is the grounded theory approach and the computer-aided lexical analysis. The downloaded content was subjected to the accompanying three stages of computer-aided alteration aggregation: a rundown of key picture traits through WordSmith, a gathering of qualities into variables utilizing SPSS, and the idea guide analysis of the picture conducted using Leximancer.

First, key qualities were recognized with the help of WordSmith. Several keywords were identified and sorted given their value. The initial keywords, having twice the normal number of key traits, were distinguished. ‘Lumpur’ was not included since it is a concentration space as opposed to a characteristic. The phrases such as ‘beautiful light’, ‘tallest buildings’, ‘iconic Petronas Twin Towers’ were viewed as the key picture qualities of the place. Second, the 8 distinguished watchwords or key features were gathered into a couple of fundamental components through SPSS. Every content record from a page was entered independently in order to identify the recurrence numbers of the words.

A recurrence table of 8 properties and 30 reactions was made. The repetition of keywords was checked, as well as the aggregate recurrence number of every reaction. Reactions with an aggregate recurrence tally of fewer than seven were erased. Along these lines, 8 traits and 24 reactions were left in the recurrence table. The refined content documents were consolidated to shape another ace record, which was contrasted with the lexical reference.

Lastly, the ace content document was broken down utilizing Leximancer, and ideas were framed in light of the co-events of the essential characteristics. The essential ideas and their associations with others were outwardly described in order to define them. These ideas were all connected to the major impression of voyagers on Lumpur. A few key ideas of the goal picture of Lumpur incorporated ‘city,’ ‘focus,’ ‘legacy,’ ‘building,’ ‘church,’ ‘post,’ and ‘club.’ It is possible to analyze the two bunches of interrelated goal pictures, in particular, the gambling club lodgings and social legacy. City essentials, e.g. transportation and area, serve as connections between the two groups.


As the Internet transforms in size, mode, and other qualities, investigating web content, especially online networking, and changing these concepts into ideas have turned into a test to the scholars of technology, business experts, and policymakers. A methodological technique regarding changing content records from online networking into ideas that are repeatable, effectively interpretable, noticeable, and possess idea outlines can be used to avoid the problem. The utilized grounded theory approach demonstrates that besides gathering relevant information for the investigation, there is a need to permit ideas and topics to develop from the ground up.

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