2.2 Data analysis
Fang Wang and Ying Wang
The process of grounded theory research can be divided into four stages: creating categories and their properties, integrating categories and their properties, confining theory and writing theory by constant comparing and analyzing the data( Glaser, 1967). The core research work could be divided into five steps: open coding, theoretical coding, selective coding, sorting memo, writing theory and verification( Pace, 2004).
Open coding is a process of decomposing, testifying, conceptualizing, and categorizing the data. A category is a conceptual element of a theory and an abstract representation of something the researcher identifies as being significant in the data. For example, Table 1 shows the comments of the informants for the identification of the concept " understanding of the essence of government websites ". Table 2 shows the comments for the identification of the concept“ necessity of government website promotion” and its properties. At this stage, the other concepts we identified are promotion, government services, commercial promotion, information openness, users, government, public demand, promotion means, reasons for having not promoted, traditional media, promotion effect, SEO, promotion funding, page views, etc.
Table 1 Comments used for the identification of the concept " understanding of the essence of government websites "
Intervie wee No. 3
No. 9
Comments Concept identification Codes
As a window to display the image of a government, the government website needs to demonstrate a good appearance. A government website is an online electronic government. This means that it is government in essence.
No. 10 The government website is not a media, although playing the role of propaganda in part. It concentrates more on function construction.
No. 12 Government website integrates advantages of multimedia( text, audio, video, message delay, communication, interaction, etc). It has the absolute advantage in broad coverage and large audiences. Except for its own functions, it also sets up a public communication platform for other media.
No. 11 A government website is a " business card " of a city or a department.
No. 33 A government website is an " integrated application system of crossing departments ".
Government
Online government
Not a media
A public communication platform
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A business card of a city or a department |
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A system of crossing |
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departments |
No. 36 |
Local government portal is a " medium " at first. |
Medium |
Understanding of the essence of government websites
As shown in Figure 1 and Figure 2,“ promotion”,“ government website” and“ users” were selected as core categories. Other concepts were classified into these core categories as their sub‐categories or properties. For example, the“ necessity of promotion”,“ conditions for promotion”,“ promotion strategies”,“ promotion effects”, and“ obstacles to promotion” were taken as properties of“ promotion”.“ Commercial promotion”,“ traditional channels” and SEO were taken as dimensions of sub‐category“ promotion strategies”. Four concepts“ understanding of the essence of government websites”,“ website functions”,“ website type” and“ characteristics of websites” were identified as sub‐categories of“ government website”. Concepts“ government”,“ media” and“ public facility” emerged as dimensions of the category“ understanding of the essence of government websites”.“ User type”,“ awareness”,“ user needs”,“ using habits” and“ satisfaction” were identified as the properties of“ users”, etc.
In this study, interviewee 9( a government webmaster) talked of the reasons why they have not implemented website promotion,“ the first reason is the lack of expenditures, and the second is the lack of leader’ s supports... In fact, it is not exact to say that leaders reluctant to promote.... Even if they require promotion, it is not a good time at present." Interviewee 17 talked of the influence of the type of government websites on promotion,“ We need to think about the property of a government website. If it is a portal, promote it. The promotion may bring direct economic benefits, such as investments or travels. If it is a website for the scholars to apply for research projects, users will find it without any promotions.” Interviewee 11 talked of the context
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