1.
GLOBAL DIGITAL ACTIVISM DATA SET 2.0
CODERTRAINING
May18, 2013

2.
WHO IS DOINGTHIS RESEARCH?
The Digital Activism Research Project | www.digital-activism.org

3.
OUR RESEARCH QUESTION
•What are the key features of digital activism
campaigns around the world?
•How do these features correlate with various
measures of success?

4.
OUR METHOD
•Use content analysis
•...to ask questions about a large number of digital
activism campaigns
•...and end up with quantitative and comparable
answers.

5.
YOUR ROLE
• Analyze digital activism campaigns
• ...and turn that information into comparable data.
sources: GlobalVoices, Greenpeace, Fahamu

6.
HOW?
• 1. Read descriptions of digital activism campaigns.

7.
HOW?
• 2.Answer questions about those campaigns using the variables
in the codebook.

8.
HOW?
• 3. Submit your
variable values for
each campaign
using the online
coder form.

9.
HOW?
• Read descriptions of digital activism campaigns.
• Answer questions about those campaigns using the variables
in the codebook.
• Submit your variable values for each campaign using the online
coder form.
Any questions on the basic process?

10.
WHYTHISTRAINING?
• 1.To establish reliability (agreement) among coders.
Argentina!
Argentina!
Argentina!
Argentina!
Brazil!
99?
X ✓

11.
WHYTHISTRAINING?
• 2.To identify any unclear or ambiguous instructions in the
codebook and fix them.
I don’t understand
these instructions.
X ✓
This is so
clear now!
PS:We will not change the variables themselves. We will only change the instructions to make the meaning of those variables clearer.

12.
DIGITAL ACTIVISM
CAMPAIGNS
• There are many kinds of digital activism.
• The kind of digital activism we are studying here is the digital
persuasion campaign.
• The variables in the codebook measure the key elements of a
digital persuasion campaign.

13.
Campaign initiators and their supporters
use digital technology to convince a target
to implement a change goal, resulting in an
outcome.
DIGITAL PERSUASION
CAMPAIGN DEFINITION

14.
Campaign initiators and their supporters
use digital technology to convince a target
to implement a change goal, resulting in an
outcome.
initiators
digital technology target
goal
outcome
DIGITAL PERSUASION
CAMPAIGNS

15.
Campaign initiators and their supporters
use digital technology to convince a target
to implement a change goal, resulting in an
outcome.
initiators
digital technology
targetgoal
outcome
DIGITAL PERSUASION
CAMPAIGNS

16.
initiators
digital technology
targetgoal
outcome
DIGITAL PERSUASION
CAMPAIGNS

17.
initiators
digital technology
targetgoal
outcome
DIGITAL PERSUASION
CAMPAIGNS

18.
initiators
digital technology
targetgoal
outcome
DIGITAL PERSUASION
CAMPAIGNS

19.
initiators
digital technology
target
goal
outcome
DIGITAL PERSUASION
CAMPAIGNS

20.
THEVARIABLES
initiators
digital technology
target
goal
outcome

21.
initiators
digital technology
target
goal
outcome
•INITDESC (initiator description): write-in
•FRML, INFRML, INDIV(initiator types): binary
•INITCOUN (initiator country): write-in code
•GOALDESC (goal description): write-in
•GOALTYPE (goal type): multiple choice
•VAL (valence): binary choice
•TARGDESC: (target description): write-in
•TARGTYPE: (target type): multiple choice
•TARGCOUN (target country): write-in code
•TARGLEV (geographic level of target): multiple choice
•PARTON (online participation): write-in
•PARTOFF (offline participation): write-in
•VIOL (violence): binary choice
•OUTCOME: multiple choice
•SITE: paste URLs (for all)
•FORUM
•EPET (e-petition)
•SOCNET (social network)
•MICBLOG (micro-blog)
•BLOG
•VIDEO
•MAP
•SMS: binary choice
THEVARIABLES

22.
initiators
digital technology
target
goal
outcome
•INITDESC (initiator description): write-in
•INITTYPE (initiator type): multiple choice
•INITCOUN (initiator country): write-in code
•GOALDESC (goal description): write-in
•GOALTYPE (goal type): multiple choice
•VAL (valence): binary choice
•TARGDESC: (target description): write-in
•TARGTYPE: (target type): multiple choice
•TARGCOUN (target country): write-in code
•TARGLEV (geographic level of target): multiple choice
•SITE: paste URLs
•FORUM
•EPET (e-petition)
•SOCNET (social network)
•MICBLOG (micro-blog)
•BLOG
•VIDEO
•MAP
•SMS: binary choice
THEVARIABLES
case meta-data•DATE: automatic
•CODER: multiple choice
•CASEID: write-in
•TITLE: write-in
•BYEAR (beginning year): write-in
•EYEAR (end year): write-in
•NARR (case narrative): write-in
citizen journalism
•CJCON(citizen journalism): paste URLs
•PJCON (professional journalism): paste URLs
•PARTON (online participation): write-in
•PARTOFF (offline participation): write-in
•VIOL (violence): binary choice
•OUTCOME: multiple choice
Average CodingTime:
22 minutes

23.
NOW LET’S READTHROUGH
THE CODEBOOK