Open AccessInterpreting Online Discussions: Connecting Artifacts and Experiences in User Studies
Author(s) -
Jörgen Skågeby
Publication year - 2015
Publication title -
the qualitative report
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.335
H-Index - 35
ISSN - 2160-3715
DOI - 10.46743/2160-3715/2015.1824
Subject(s) - prosumer , sociotechnical system , thematic analysis , the internet , computer science , knowledge management , netnography , sociology , data science , social media , qualitative research , world wide web , engineering , social science , renewable energy , electrical engineering
This paper presents a methodological effort to connect the specifics of technologies to the details of social practices, in an attempt to deepen our understanding of evolving sociotechnical cultures. More specifically, this paper describes a methodological framework that makes use of online discussions as a vital source of data. The reason the paper focuses on online discussion is that the Internet has become a natural habitat for discussions of high-end technologies, be they physical products or online services. The framework combines interpretative research and attribute-consequence-value (ACV) chain theory – a theory commonly applied to market and consumer research – to conceptualize and explore evolving prosumer cultures through online discussions. The benefit of using ACV chain theory is that it explicitly connects products and services to practices and values. The proposed methodological framework identifies three central techniques to elicit and analyse ACV chains from online prosumer discussions: (1) attribute analysis (2) Internet forum data collection and (3) thematic analysis. The paper goes on to exemplify the application of this framework by examining the sociotechnical co-evolution of the friend list – a backbone feature of many social networking services. In summary, this paper shows how ACV chains can be fruitfully applied to explore evolving prosumer cultures and make the vital connection between technical features and emerging cultures.