Complementary Explorative Multilevel Data Analysis- CEMDA: A socio-cognitive model of data analysis for Internet research

The Internet can be considered a strategic research site in which to study fundamental social and psychological processes. In fact, online communication systems structure interaction in new ways with dramatic effect on the types of social organizations that emerge from people using them. Many methods that have been traditionally, and successfully, used in communication research are now being used to study the Internet. Other methods come from anthropology, cultural studies, linguistic, psychology and sociology. How is it possible to choose from and/or integrate all these different approaches? Starting from a general three-level model of interpersonal interaction in the Web, this chapter tries to define a model of data analysis (Complementary Explorative Multilevel Data Analysis CEMDA) suited to the constraints of Internet research. Main characteristics of the model are: its roots in the distributed cognition perspective; the focus on different frames and objects for each considered unit of research; the mixed use of quantitative and qualitative tools; the final integration of results in a general framework.

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