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How did we choose our field sites?

By Tom McDonald, on 18 June 2015

Our project field site locations

Our project field site locations

A question we are often asked is how we selected our field sites for the project. Why these nine sites? Why are there no sites from Africa, or the ex-Soviet block or South East Asia?

We call this a global study, meaning that we include sites from all around the world, but clearly that does not mean it is a comprehensive study.

There was an initial desire to include the biggest populations and emergent economies such as Brazil, China and India. We never intended to work in North America simply because that area is already hugely overrepresented in the study of social media.

Beyond that, however, much of the selection had to depend on whether there were suitable people available to carry out this research. The initial proposal included a study in Africa but the person designated was not available. We could only employ people trained in anthropology who could also make a commitment to live in these field sites for 15 months and in a very specific timeframe. So logistics was a significant factor in determining the specific nine sites.

Another important factor is funding. Through the generosity of a government-funded research centre in Santiago and the Wenner-Gren foundation, we were able to include two additional team members beyond the original ERC funding, providing the project with one study in Chile and a second study in China.

That being said, this project has always been particularly open and collective in nature. We have gained much from learning about social media use in other parts of the world not covered by our study, and see collaboration as naturally extending beyond our own research team. As part of these efforts, we have also developed a project directory where academic researchers from any institution are able to list their own on-going research on social media in different global contexts.