team in order to ensure that the complex intricacies of the resulting charts are easy to understand . Interdisciplinary work is fundamental to the pursuit of any research that currently lacks methodologies because it is emerging in nature .
In summary , the team ’ s methodology makes use specifically of the trending topics and key words ( without hashtag ) that are associated with a commemoration . Generally , searches of this type tend to limit the linguistic field , but not the geographical field . As a result , the aim throughout the project has been to progressively expand the language possibilities in the sampling . This has enabled the team to identify a growing number of new communities by language use and increasingly include voices from Eastern Europe . This approach , together with the establishment of time bands for tweets ( primarily in order to discard information from North and South America ), has enabled us to define affinity communities based on the interactions of users and the similarity of their tweets . These affinity communities are the units that structure the analysis . Lastly , the need to establish a sociological profile of Twitter users has become increasingly important , with its inclusiveness and employment data providing another key plank in formulating the methodology and understanding the content .
The sociological profile of Twitter users
First , it is necessary to bear in mind that Twitter has a “ bubble ” effect . That is , many of the phenomena that happen on the platform are of little importance elsewhere . By contrast , some phenomena go viral , do have an impact on public opinion and can even generate so-called “ fake news ”, which has found a ready breeding ground on Twitter . The aim here is not to determine the reason why one debate is marginalised to a mere online existence while another transcends it . Rather , it is to take into account that the population substrata that engage in their creation are very specific . To this end , it is crucial to identify the substrata in order to establish any patterns ( by gender , age , country , etc .). This undertaking is hard because Twitter only supplies very partial information and academic studies at present are very local and limited . However , it is possible to lay out some of the information that must be taken into account .
In 2018 , 21.8 % of Twitter users accessed the platform ’ s content from Europe . To be exact , 14.2 % did so from Western Europe and 7.6 % did so from Central and Eastern Europe . This represents 56.5 million Europeans in total . While the figure is not massive , it is nonetheless fairly representative .
Profile of Twitter ’ s advertising audience
SHARE OF TWITTER ’ S GLOBAL ADVERTISING AUDIENCE BY AGE GROUP AND GENDER
JAN | 2020
19 %
7 %
4,7 % 4,9 % |
|
|
|
5,1 % |
13-17 YEARS OLD |
18-24 YEARS OLD |
25-34 YEARS OLD |
35-49 YEARS OLD |
50 + YEARS OLD |
3 © Hootsuite
3 . Distribution of Twitter profiles by age group and gender ( 2020 ). | Source : Hootsuite .
16
Observing Memories ISSUE 4